“Demand generation in marketing” has gained enormous relevance in recent years, as companies seek to increase their business opportunities in an increasingly competitive market saturated with messages. Beyond simply capturing leads, demand generation aims to awaken genuine interest in our products or services, make prospects aware of our solutions, and recognize the value we can bring them.
Throughout the recent history of marketing, multiple approaches have been proposed to address demand generation. Great authors, such as Philip Kotler or David Meerman Scott, emphasize the importance of an integrated approach: it is not enough to launch massive advertising campaigns; it is necessary to combine technology, creativity, and in-depth knowledge of the customer to sustainably raise interest in our value proposition. Here the “sales funnel” becomes important, where each —from initial awareness to the purchase decision— requires specific actions and content. However, as professionals, we are faced with a myriad of tools and methodologies, and it is easy to get lost among so many options.
A“ demand generation” strategy is based on clear business goals, precise audience segmentation, and the adoption of technologies that allow us to measure and optimize each interaction. But in addition to these basic pillars, execution requires a deep understanding of the market and a special tact not to saturate prospects with irrelevant messages. In this article, we’ll explore some of the most effective tools for marketing demand generation, review how to implement a comprehensive strategy, and compare technology options that have proven effective.
Demand generation in marketing: Which tools work?
To talk about the tools that do work in“ generation in marketing” it is important, first of all, to take into account the pillars on which a good strategy is based. The first of these is segmentation: we need to know precisely who we are targeting, and what their challenges, motivations, and context are. Without proper segmentation, there is a risk of firing off irrelevant messages that do not capture anyone’s interest. Clean and enriched databases, ideal customer profiles (ICP) and the constant work of updating market information are fundamental elements.
The second pillar consists of designing a relevant content cycle for each stage of the funnel, from initial awareness to the purchase decision. This involves producing materials that inspire, inform, and convince, whether through specialized blogs, white papers, webinars, case studies, or newsletters. In “demand generation marketing”, the quality of content becomes the main driver to attract and retain the attention of prospects. A wide-ranging campaign is of little use if, when the prospect accesses our content, he finds no substance or solutions.
The third pillar concerns automation and continuous monitoring of interactions. At this point, technology comes into play through automation software (such as HubSpot, Marketo, Pardot, or ActiveCampaign) that makes it possible to track the path of each lead, personalize messages based on their behavior, and score the probability of purchase (lead scoring). These tools —when integrated with a CRM— make the follow-up process orderly and, above all, measurable. With data in hand, we can adjust the strategy and better direct the recruitment and inbound efforts.
Inbound marketing platforms and CRM
In terms of platforms that have proven their effectiveness for marketing demand generation, one of the most recognized is HubSpot, which offers an integrated set of functions for lead management, mailing, content publishing and metrics evaluation. Its inbound approach facilitates segmentation, marketing automation, and synchronization with the sales department. On the other hand, Marketo (now part of Adobe) has positioned itself strongly in the B2B market thanks to its extensive automation and advanced analytics capabilities. Its robustness, however, implies a somewhat higher learning curve.
At the CRM level, Salesforce remains one of the benchmarks. Combining a robust CRM with marketing automation tools is a success factor, as it allows information to flow frictionlessly between the marketing and sales teams. Knowing where each prospect is in the buying journey and what interactions they have had is essential to orchestrating a cohesive demand strategy. Pipedrive, meanwhile, is a lighter, more affordable option that has been gaining popularity in mid-sized companies for its intuitive approach to opportunity management.
Equally noteworthy is the role of webinar and virtual event platforms(such as GoToWebinar or Zoom) which, since the pandemic, have taken a more prominent role in demand generation. These tools allow for interactive knowledge sharing, real-time audience insights (through surveys, chat, etc.), and lead collection upon registration. According to reports from ON24, companies that integrate webinars into their content cycle can multiply qualified lead conversion, especially when this format is combined with follow-up email sequences.
The power of personalization and integrations
Beyond the recognized platforms, “demand generation in marketing” is enhanced if we adopt solutions that favor personalization on a large scale. Account-based marketing (ABM) tools, such as Demand Base or Terminus, allow you to focus efforts on strategic accounts, personalizing the website experience, ads, and content according to the visitor account. This approach, while requiring in-depth knowledge of target accounts and a greater coordination effort between marketing and sales, can yield excellent results in industries where high ticketing and complex corporate purchases are handled.
Another aspect that cannot be ignored is analytics and data intelligence. Solutions such as Google Analytics, combined with specific tools for B2B, provide visibility into which channels bring higher quality leads and where opportunities are being lost. Incorporating business intelligence (BI) that cross-references marketing information with actual sales and acquisition costs provides the necessary picture to assess the ROI of each demand generation tactic. In the words of Christopher Penn, a marketing analytics expert,“We don’t measure, we’re managing blindly, and that can seriously stunt growth”
How to implement an effective demand generation strategy
The first phase to successfully implement any “marketing demand generation” strategy lies in defining objectives and identifying the ideal customer profile (ICP). When we clarify how much we want to grow, in which specific geographic or vertical markets, and what type of companies we want to reach, we can align resources and efforts more efficiently. In addition, it is essential to realistically calculate the volume of leads we require to achieve sales goals, taking into account the conversion rates at each stage of the funnel.
To delineate the ICP, it is recommended to analyze our portfolio of current customers and detect those that bring higher profitability or are more likely to repurchase. What are their characteristics in terms of company size, sector, turnover, organizational culture, and key challenges? By asking these questions, we will build profiles that will guide us in targeting demand generation. Thus, instead of launching networks indiscriminately, we will invest efforts in audiences with high conversion potential and a buying cycle suited to our proposal. By targeting well-segmented niches, the effectiveness of marketing experiences a notable increase, and the dispersion of resources is minimized.
Creating a content plan and campaign scripts
Once the goals and the ICP have been established, we move on to the design phase of a content plan and campaign scripts. This plan should contemplate various formats: blog articles, white papers, infographics, webinars, explanatory videos, success stories, etc. Each format aims to bring the prospect closer to the next stage of the funnel, covering their doubts and offering them reasons to move forward. For example, in the discovery stage, we could publish introductory articles on industry trends; while, in the evaluation stage, a detailed report with ROI comparisons would be more persuasive.
Campaign scripts, on the other hand, establish the sequence of messages and channels through which we will impact the prospect. We could start with a LinkedIn Ads campaign segmented to certain target accounts, then nurture the leads captured with a series of automated emails. Finally, we could invite them to a webinar where we analyze a success story very related to their sector. The common thread of all these interactions should be the value narrative we want to highlight: how our solution solves their problems in a differentiated way. This consistency of content and messages is essential so that the prospect does not perceive dissonance and, instead, feels that they are immersing themselves in a uniform and reliable experience.
Automation and lead nurturing
Implementing a marketing demand generation strategy without automation results in wasted opportunities and unsustainable logistics management as interactions grow. Therefore, it is advisable to choose a marketing automation platform that allows, at least, sending sequential emails, scoring the behavior of leads (lead scoring), and segmenting according to their actions (downloads, website visits, etc.). In this way, each contact receives the right content at the right time, maximizing the likelihood of moving forward in the funnel.
Lead nurturing consists of accompanying the prospect throughout the decision process with information that addresses the concerns of each stage. Contrary to what many people think, it is not a repetitive bombardment of emails, but a polite, relevant, and spaced-out accompaniment. For example, if a lead has shown interest in one of our products, but is not ready to buy, we can send him success stories, and cost comparisons, or invite him to an event where he will hear testimonials from satisfied customers. This process can take weeks or months, depending on the complexity of the purchase.
Alignment between marketing and sales is key at this stage. When a lead reaches a high score or shows behaviors that indicate purchase intent (e.g., downloading technical catalogs or demo requests), it is time to transfer it to the sales team with the corresponding information. A well-integrated CRM ensures that salespeople receive alerts and have the interaction history to personalize their approach. Without this coordination, demand generation could be diluted, and leads lost in transition.
Comparison of demand generation tools in marketing
Marketing automation tools
In the world of “marketing demand generation”, marketing automation tools have become indispensable allies. Among the most prominent, HubSpot shines for its ease of use, its integrated approach (CRM, marketing, service), and its powerful lead nurturing functionalities. The learning curve is generally gentle, and its library of content and certifications offers extensive support for marketing teams. However, for large-scale companies, the more advanced version could represent a significant investment.
Marketo is characterized by a high level of personalization and power in lead scoring, especially useful in B2B with complex sales processes and long cycles. Its interface requires more specialized knowledge, but its integration potential with other Adobe solutions and popular CRMs is remarkable. Pardot, from the Salesforce family, is another solid option, primarily for those who already use Salesforce CRM and want seamless synchronization. Its lead nurturing and segmentation features are robust, although its learning curve can also be steep.
Act-On, ActiveCampaign, and Sharpspring are mid-range alternatives, with a balance between functionality and cost. ActiveCampaign, for example, stands out in small and medium-sized companies for its user-friendly interface and a visual automation system that facilitates the creation of customized workflows. Sharpspring is known for its agency focus and competitive pricing structure. The essential thing is to analyze the specific needs: number of contacts, level of personalization required, integration with other tools (CRM, e-commerce, etc.), and available budget.
Online advertising and retargeting tools
We cannot ignore digital advertising as an integral part of “marketing demand generation”. Platforms such as LinkedIn Ads, Google Ads (in its search and Display variant), and Facebook Ads (more B2C oriented, but with B2B options) continue to be fundamental to increasing the visibility of our content and capturing leads in the initial stages of awareness. In the case of LinkedIn, segmentation by position, industry, and company is particularly useful, while in Google, search intent becomes an ally to reach those who are already actively researching solutions.
Retargeting (or remarketing) is another valuable tactic for retargeting visitors who have visited our site but have not taken the next step. With the right setup, we can display targeted ads to those users when they browse other pages, reminding them of the existence of our solutions. In B2B, it tends to work best when limited to lists of leads or visitors who have expressed a certain interest, avoiding chasing them excessively and having a negative effect.
In both cases, the key is to measure and optimize continuously. Review CTR, CPL metrics, and, above all, the final ROI derived from the leads captured. As with email marketing and marketing automation, integration with our CRM and nurture flows is essential so that the work is not left halfway. Marketing doesn’t end when you get a lead; it’s just the beginning of the journey that will hopefully lead to becoming a satisfied customer.
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A “marketing demand generation” strategy is based on clear business goals, precise audience segmentation and the adoption of technologies.
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Conclusions
“Demand generation in marketing” has become a strategic pillar for companies that aspire to solid growth in competitive markets. Far from being a fad, this practice responds to the real need to awaken genuine interest in products or services, to build a relationship of trust with the customer, and to guide them through a sometimes complicated buying process. As we have seen, this is not a single trick or tool, but an ecosystem that integrates technology, quality content, and a deep understanding of the needs of the target audience.
The good news is that, nowadays, we have a variety of technological solutions that facilitate automation, segmentation, and measurement of the impact of our actions. The essential thing is to choose those tools that connect with our specific goals and with the type of interaction we want to establish with prospects. In other words, technology is a means, not an end; the strategy and content plan should precede the selection of the technology solution.
Ultimately, each company will need to chart its roadmap, integrating the segmentation, content, automation, and measurement phases harmoniously. Experimentation and constant analysis will be allies in adjusting tactics and discovering what resonates best with the audience. With this, we will be able to lay the groundwork for a demand cycle that not only brings in one-off customers but also builds brand ambassadors who recommend and validate our solutions in the market. We hope that the reflections and tools presented in this article will serve as a guide for you to design or perfect your demand generation strategy, propelling your business towards new and solid opportunities.
