Demand Generation

DIGICA helps brands develop effective demand generation campaigns that build awareness and nurture leads to drive more sales. Expand your reach, tap into new markets and get customers excited about your brand with a bespoke demand gen strategy.

What is Demand Generation?

Demand generation is the overall process of attracting and converting potential buyers into customers.

The goal of demand gen is to get customers excited about your brand’s products and services through things like:

  • Weekly newsletters
  • Webinars
  • eBooks campaigns
  • Meet-up events
  • Account-based marketing (ABM)
  • Email marketing campaigns
  • Being responsive on social media

From here, interested visitors are moved through the rest of the marketing funnel:

  • Lead nurturing
  • Qualifying
  • Customer

Effective demand generation programs nurture prospects and customer relationships over the long-term. Demand gen is not a quick, fix-all strategy; it’s an ongoing process that changes with your customers’ needs.

How Demand Generation Benefits Our Clients

Demand gen plays an integral role in successful digital marketing and marketing automation campaigns. It’s the fuel for your sales pipeline. Without it, your brand will waste a lot of your marketing efforts trying to convert the wrong customers.

Effective demand generation programs can:

  • Provide targeted, quality leads
  • Lower the cost per lead
  • Lower conversion costs
  • Better conversion rates

Ultimately, demand gen ensures that you’re focusing your time and resources on customers who have a genuine interest in and need for your products and/or services.

Our Process

DIGICA develops personalized, buyer-centric demand generation programs for clients. We reach your audience by creating relevant content that resonates with your ideal customer.

Here's how our process works:

The first and most important step of any demand gen strategy is to get to know your customers. We do this by creating buyer personas.

Buyer personas are your ideal customers. We create personas by conducting outside research and finding answers to important questions about your audience:

  • Who are they?
  • What are their pain points (i.e. biggest challenges)?
  • Where are they?
  • What are they into?
  • How can you solve their problems?

Once we understand your customers, we can develop an effective content marketing strategy as well as search engine optimization (SEO) and search engine marketing (SEM) strategies.

From here, leads can be nurtured, qualified and eventually converted to customers. The ultimate goal is to close the deal and acquire loyal customers who rely on your brand to solve their problems.


What is the Accelerated Mobile Pages project?

Demand generation vs lead generation: what’s the difference? While the two may sound similar, they both have very different goals.

Demand gen is the step before lead generation in the sales funnel. With demand gen, the goal is to build brand awareness and get customers excited about your products and/or services. Essentially, you’re introducing your brand to new prospective customers. The goal is to:

  • Establish and build your target audience
  • Build and nurture trust
  • Establish yourself as a leader in your industry

Demand generation marketing strategies include content marketing, email marketing, social media, case studies, podcasts, infographics, YouTube videos and other forms of content creation.

Lead generation, on the other hand, is all about converting prospective customers into leads who will be sent down the path of buying. The lead gen process helps brands find qualified leads that can be nurtured and eventually converted to customers.

Lead generation tactics often include “gated” content, such as:

  • eBooks
  • Checklists
  • PDFs
  • White papers
  • Email subscriptions
  • Viral contests
  • Product demos
  • Free product trials
  • Courses

With gated content, visitors are asked for their contact information (e.g. email address) in exchange for valuable content, such as one of the items listed above.

Simply put, demand gen creates awareness, while lead generation qualifies interested people into leads and prepares them for the next step in the sales process.

How Does Demand Generation Differ from Inbound Marketing?

Although similar in nature, there is a difference between demand generation and inbound marketing.

Inbound marketing is just one of the many types of demand generation. Inbound activities like blogging, social media marketing campaigns, eBooks, newsletters, video marketing and podcasts are all common – and effective – demand generation activities.

With inbound marketing, the main focus is to create high-quality, value-driven content that attracts potential customers to your brand.

Think of inbound marketing as a cog in the wheel of demand generation. It functions within the overall demand gen strategy, which typically includes multiple customer touchpoints.

While distinctly different, demand generation and inbound marketing go hand-in-hand. Inbound marketing is just one aspect of a demand generation strategy. One cannot exist without the other.

How Can I Measure Demand Generation Success?

How can you determine if your demand generation strategy is driving results? There are several metrics you can use to gauge your success:

Engagement metrics, such as site traffic, page views, bounce rate, click-through rates and unsubscribe rates. These metrics help you determine how prospects are responding to your content.

Performance metrics, such as average sales cycle length, marketing qualified leads and sales-accepted leads. These metrics also help you gauge the overall effectiveness of your funnel.

Return on investment (ROI) metrics, such as conversion rate, customer acquisition costs, total revenue and customer lifetime value. These metrics provide an overall look at the return of your demand gen efforts.

What Types of Campaigns May Demand Generation Include?

Demand generation tactics can include: Case studies

  • eBooks
  • Meet-up events
  • Webinars
  • White papers
  • PDF
  • Blogs
  • Email nurturing
  • Analytics

Content creation is at the heart of any successful demand generation strategy. Whether it’s video, text or image content, it needs to be relevant to your audience and their needs.

What Data is Needed for Demand Generation?

Successful demand gen strategies are data-driven. In order to create an effective strategy, you need to understand your buyers’ needs and preferred marketing channels. This data can be used to create relevant content and strategies that appeal to your ideal customer.

Demand gen strategies are fluid. Continuous testing (e.g. A/B testing) will play an important role in the process as well as data and quantitative analyses. Tweaks and changes will help keep your strategy relevant and effective over the long-term.

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