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All You Need To Know About Demand Generation

Ashwin Ramasamy
Ashwin Ramasamy
May 16, 2017
Min Read
Back in the early 2000s, my marketing professor used to say "Marketing is a field where practice precedes theory". How true!

Marketers are experimenters. They try new ideas every week to engage with their audiences. Some of their experiments work and scale well. The theory then catches up with what works and labels it.

What is demand generation?

As the name implies, demand generation is a set of activities that engage your prospects and customers across their journeys from being unknown leads all the way to key accounts that need to be constantly nurtured.Isn't it common sense that one would engage with prospects and customers all the time? Yes. But, our marketing departments, more often than not, are focussing on generating leads than engaging with existing customers. If anything it's easier to retain a customer than win a new one.So, marketing has to focus on existing customers, be on the top of their mind, and reassure that their decision to stick around with us is the best decision they've made. Our customers need to realise that we are forward-thinking and that our products reflect that approach.'Account based marketing' programs help you win a customer but 'demand gen' programs help you continue the conversation from thereon and reinforce that the customer has much to gain by staying with us.Demand generation is about doing a series of activities across the lifecycle of prospects and customers, that engage them in manners appropriate to their stage in the buying process (be it first time buy or continued buying after they've become our customers).

How is it different from Inbound marketing?

Inbound marketing focuses on prospects. It is about engaging prospects at various stages of their buying process.SEO, Pay per click, Blogging, OpEd-like articles in reputed magazines, sponsorships all drive those prospects who 'put their hands up' indicating a need (for our product) or a nod (for what we stand for). The effort of a marketer is to qualify the need enough to pass over to the sales teams.Once a lead goes to the sales team, inbound marketing team plays the second fiddle, chipping in with content where asked for. This is what happens almost in all organizations.Marketing and Sales de-couple once sales starts engaging.Theorists needed a better phrase to capture the notion (and rightly so!) that organizations are better off with marketing departments engaging the (once) prospects all day, every day even after they have become customers. Ergo, Demand Gen!

How is it different from content marketing?

It's all about articulation. Demand generation as a phrase was coined to discuss 'customer engagement strategy' while 'content marketing' is a tactic. It is about writing the best content and distributing the heck out of it. Good content marketing is a prerequisite for 'demand gen' to succeed.

To summarize, Demand Generation sets the tone for engagement strategy. Inbound marketing focuses largely on funnel building. Content marketing feeds both inbound marketing as well as demand generation.

The bedrock of a good demand generation strategy is a very well done segmentation and persona modeling of your customer base. What follows is building 'data and insights' about the focus segments and personas (or rather, people that fit those personas).PipeCandy helps you segment your customer base and generate insights about your top accounts for which you'd then be running demand generation initiatives.  

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Slips poor jokes & gets away with a poker face. Carries a no BS attitude at getting things done. First to arrive at the office, Ashwin’s energy does not ebb through the day. Ashwin is one of the co-founders and he sets the tone for marketing, sales, design & culture.

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eCommerce-specfic lead qualification criteria
Freedom from non-Commerce databases.
Predictable demand generation. Very precise segmentation & messaging.
Free Trial
Be a Segmentation Superpower
eCommerce-specfic lead qualification criteria
Freedom from non-Commerce databases.
Predictable demand generation. Very precise segmentation & messaging.
Free Trial
Slips poor jokes & gets away with a poker face. Carries a no BS attitude at getting things done. First to arrive at the office, Ashwin’s energy does not ebb through the day. Ashwin is one of the co-founders and he sets the tone for marketing, sales, design & culture.
Slips poor jokes & gets away with a poker face. Carries a no BS attitude at getting things done. First to arrive at the office, Ashwin’s energy does not ebb through the day. Ashwin is one of the co-founders and he sets the tone for marketing, sales, design & culture.
hm.com
HQ Location: Beaverton, Oregon, United States Of America, 97005
hm.com, operated by H & M Hennes & Mauritz AB, is an internationally-focused online store that generates eCommerce net sales primarily in Germany as well as in the United States and the United Kingdom. With regards to the product range, hm.com achieves the greatest part of its eCommerce net sales in the “Fashion” category.
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Commercepedia Maturity Score
Record Coverage
High
Category
Arts and Entertainment, Business and Consumer Services, Business and Industrial, Consumer Electronics, Health and Fitness
Sub Category
Arts and Entertainment, Business and Industrial, Office Supplies and Stationery, Technology and Computing
hm.com funding details
Total venture and debt funding raised by hm.com from accredited investors.
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The most accurate online retailers dataset curated by algorithms & analysts
Slips poor jokes & gets away with a poker face. Carries a no BS attitude at getting things done. First to arrive at the office, Ashwin’s energy does not ebb through the day. Ashwin is one of the co-founders and he sets the tone for marketing, sales, design & culture.
Slips poor jokes & gets away with a poker face. Carries a no BS attitude at getting things done. First to arrive at the office, Ashwin’s energy does not ebb through the day. Ashwin is one of the co-founders and he sets the tone for marketing, sales, design & culture.
Trusted by world's leading eCommerce enablers to research eCommerce companies and reach out to them
Get 30 mins free consultation with our research analyst.
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Trusted by world's leading eCommerce enablers to research eCommerce companies and reach out to them
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company-logo
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Prospector
The holy grail of predictable demand generation
Build surgically precise lead lists of your ideal eCommerce customers
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Firehose
Closed lost? Not really.
Enrich your leads & engage again. Generate demand from your ignored CRM leads with right segmentation and messaging.
firehose-img
sm-logo
Researcher
The gold standard of eCommerce market size estimates
We hand-count & research every active eCommerce company. Know your true TAM.
Researcher-img
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Which D2C categories thrive & which ones struggle due to COVID? – A data-driven report.
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DTC Playbooks
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How do D2C brands think about growth? A perspective from early days of DTC.
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Global eCommerce market size
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Total addressable market size of eCommerce companies in the US and other major markets
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Total addressable market of subscription eCommerce companies
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How big is the fashion industry and how are the brands distributed by revenue?
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Build surgically precise lead lists of your ideal eCommerce customers
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