Most of the marketers usually focus so much on lead generation that they overlook another important aspect of marketing strategy: Demand Generation.
So, what is the difference? Demand generation is a more holistic approach, which involves cultivating a relationship with prospects and customers — one in which the end goal is to convince them to make a purchase.
Account Based Marketing (ABM) is a perfect example about demand generation as it stands in contrast to traditional lead generation.
Email marketing is a very effective for pursuing your demand generation goals. Email gives marketers chance to reach out the existing prospects on consistent basis. Following best practices like data enrichment, segmenting lists, and tracking key performance metrics will ensure your campaign is effective.
A well-organized campaign can guide a lead through the customer journey, resulting in conversion. Research showing that email marketing is still very effective among Millennials, is just another reason to rely on it for demand generation.
Email marketing best practices still apply, even in a demand generation campaign. For instance, segmenting your email list ensures followers only receive relevant messages and helps boost open rates. Personalizing a subject line has the same effect on open rates.
Always make it clear why a customer should pay for one of your products or services. Don’t flood inboxes with low-value offers. Every step of the way, you want to share only your highest-quality products and content. In the short run, you may be hesitant in giving away something for free. In the long run, however, you’ll generate much more demand for your services.
The most important factor that can boost your demand generation activity is data enrichment, it scrutinizes, cleanses, verifies and enrich your data. Thus, you always have functional data of the highest quality information.
Refresh your marketing and sales data through various channels such as inbound leads, web forms, CRM or marketing automation tool and event/tradeshow data. Enhance every interaction with your targeted audience using our real-time data enrichment for better accuracy in your prospecting, predicting, and selling efforts.