Then there is also the variant that resembles the above vision of demand generation. The difference lies in the phases after the conversion from lead to customer. Imagine, you have converted a lead to customer, congratulations! For various reasons, you want to upscale this customer at a later time, so that you can offer the customer even more value. You can get straight to the point and put sales on it, or you can create and stimulate demand again, so that the customer is automatically ready for cross- or upselling activities. So you have a complete funnel here, from awareness to loyalty, in which demand generation is the overarching strategy. Leads are still an essential part of identifying the interesting prospect and the 'ready-for-upscale' customer. You will only have to put less effort into nurturing leads, because the demand is fed throughout the entire funnel.
Also read: (Re)cognize your quality website visitors & ensure more conversion
Demandgen at Leadgate
You see, demand generation is a hot topic. Our email industry list optometry customers ask us how we view demand generation and what value we give it in our working method. We developed the Marketing Maturity model , with which we can help companies grow as effectively and efficiently as possible. The focus was automatically shifted from leads to the KPIs that help companies grow in their respective maturity phase. This also meant that branding, positioning and demand generation were given an even greater place within the strategy and working method. Without directly mentioning demand generation, the full funnel approach started to look suspiciously similar.
How you can incorporate demand generation into your marketing strategy
Time to do business. Because knowledge about demand generation is of little use if you can't apply it directly to your marketing strategy. Spoiler alert: these practical tips are also invaluable if you still want to focus exclusively on lead generation.