Demand generation may be a buzz worthy term to any self-respecting marketer, but what exactly does this mean for the rest of us? Ultimately, demand generation entails the streamlining of marketing programs to boost interest in a company’s products or services. In the article B2B Demand Generation in the Age of Accountability, Measurability, and Automation, author Mike Zavershnik outlines six key benefits of integrated demand generation. According to Zavershnik, companies who embrace this integrated marketing strategy can look forward to the following benefits:
- Optimize marketing spend. Analysis allows marketers to determine the best strategy to maximize return on investment (ROI).
- Target and reach the right prospects in the right way. Profiling customers based on demographic information along with their interests and behaviors allows marketers to deliver the right messages to the best prospects.
- Nurture and qualify leads more effectively. Review of the stages of a lead’s development assists marketers in determining when a lead is sales-ready.
- Measure and report results in a credible fashion. Modern marketing tools produce clear and compelling evidence of a campaign’s effectiveness.
- Define, automate, and scale marketing processes. Once a successful strategy has been identified, marketers can leverage their strengths yielding greater results with less effort.
- Align marketing with sales. Effectively bridge the gap between marketing and sales to boost overall performance.