{"id":5943,"date":"2024-02-16T06:34:57","date_gmt":"2024-02-16T06:34:57","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=5943"},"modified":"2024-02-16T06:34:58","modified_gmt":"2024-02-16T06:34:58","slug":"demand-generation-marketing","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ap\/blog\/demand-generation-marketing\/","title":{"rendered":"How Demand Generation Marketing Helps You Win Over Customers"},"content":{"rendered":"\n<p>You can\u2019t sell something to someone you don\u2019t know exists yet, and they can\u2019t buy anything from a company they\u2019ve never heard of. Demand generation marketing (or \u201cdemand gen,\u201d for short) means finding, learning about, and <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/personalisation-challenges\/\" target=\"_blank\" rel=\"noreferrer noopener\">winning over potential customers<\/a>. It\u2019s about helping that person realise that your product helps solve their problems (when that happens, it&#8217;s called generating <em>demand<\/em>).\u00a0<br><br>It\u2019s not <em>quite<\/em> as easy as it sounds, so we\u2019re here to make it simpler. There are plenty of obstacles between you and good demand generation marketing, but fortunately also plenty of ways to conquer them.\u00a0<\/p>\n\n\n\n<p>In this piece, we\u2019re going to walk you through some of these challenges, the keys to overcoming them, the objectives and processes that fuel successful demand gen, and why good demand gen is worth the effort. Then we\u2019ll show you what successful demand generation marketing looks like <a href=\"https:\/\/www.salesforce.com\/blog\/brand-experience-taylor-swift\/\" target=\"_blank\" rel=\"noreferrer noopener\">in the real world<\/a>.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-is-demand-generation-marketing\">What is demand generation marketing?<\/h2>\n\n\n\n<p>Demand generation marketing builds brand awareness, educates potential customers, and ultimately motivates them to interact with a brand. There are many ways to approach or think of demand generation marketing, but at its core it has five basic steps:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Brand awareness and education: <\/strong>Make potential customers aware of your brand and product, and how they\u2019re unique.<strong> <\/strong><\/li>\n\n\n\n<li><strong><a href=\"https:\/\/www.salesforce.com\/ap\/learning-centre\/marketing\/what-is-lead-generation\/\" target=\"_blank\" rel=\"noreferrer noopener\">Lead generation<\/a>: <\/strong>Give those newly aware customers a reason to be curious about or interested in the brand, becoming \u201cleads\u201d in the process.<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/www.salesforce.com\/ap\/resources\/guides\/lead-nurturing\/\" target=\"_blank\" rel=\"noreferrer noopener\">Lead nurturing<\/a>: <\/strong>Entice those leads to become more involved with the brand and more likely to purchase from it. You can do this through free content or gated assets the customer can get in exchange for sharing their information.\u00a0<\/li>\n\n\n\n<li><strong>Conversion: <\/strong>When a lead is properly nurtured, they start buying from your brand and become a customer.&nbsp;<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/www.salesforce.com\/au\/blog\/how-to-track-and-measure-web-analytics\/\" target=\"_blank\" rel=\"noreferrer noopener\">Tracking and data analysis<\/a>: <\/strong>Learn from every conversion (and from failed conversion opportunities) to refine your demand generation approach and work toward more consistent results and higher conversion rates.\u00a0<\/li>\n<\/ul>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Put your demand gen strategies to work<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">If your current technology only frustrates, it\u2019s time to get one that automates. See how a marketing platform that makes good use of automation can help you create and maintain demand.\u00a0<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/ap\/products\/marketing-cloud\/marketing-automation\/\">Take a free tour<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-are-the-marketing-challenges-of-demand-generation\">What are the marketing challenges of demand generation?<\/h2>\n\n\n\n<p>Demand generation faces a more crowded marketplace than ever before. Your competitors are all doing it too, so you need to find a way to stand out. The main challenge is keeping your customers\u2019 and potential customers\u2019 interest and attention <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/digital-engagement\/\" target=\"_blank\" rel=\"noreferrer noopener\">focused on you<\/a> \u2014 even as they\u2019re inundated with lots of content.\u00a0<\/p>\n\n\n\n<p>Those customers also expect more and more from brands. Having so many options affords them the freedom to be choosy, and they tend to pick brands that can speak to them on a personal level.&nbsp;<\/p>\n\n\n\n<p>Our <a href=\"https:\/\/www.salesforce.com\/ap\/resources\/research-reports\/state-of-the-connected-customer\/\" target=\"_blank\" rel=\"noreferrer noopener\">State of the Connected Customer report<\/a> found that 80% of customers say the experience a brand provides is just as important as its products or services. Additionally, our <a href=\"https:\/\/www.salesforce.com\/ap\/resources\/research-reports\/state-of-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">State of Marketing report <\/a>found that <a href=\"https:\/\/www.salesforce.com\/ap\/resources\/research-reports\/state-of-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">73% of customers<\/a> expect companies to understand their unique needs and expectations.\u00a0<\/p>\n\n\n\n<p>So how do you guarantee those quality experiences to thousands or millions of people at a unique personal level? Your data is the key to overcoming both those challenges, but it\u2019s also a challenge unto itself. With so many different streams active \u2013 web, email, social media, etc. \u2013 how do you sort, organise, and process all that incoming data in a way that\u2019s easily accessible for your teams? How do you make sure everyone has access to the same data, and how do you make sure that data is correct?\u00a0<\/p>\n\n\n\n<p>Having a complete picture of your customer from all their various data streams is extremely valuable \u2013 to be frank, at this point it\u2019s virtually a necessity for good demand generation. But creating that picture means being able to process a tremendous volume of incoming data very quickly, and being able to turn all that raw data into something easily digestible and useful for your teams.<br><br>Businesses also need to figure out where AI fits into their demand generation marketing approach. Your competitors are using it, so you need to figure out <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/ai-as-digital-assistant\/\" target=\"_blank\" rel=\"noreferrer noopener\">how to use it better<\/a> than they do.\u00a0<\/p>\n\n\n\n<div class=\"wp-block-salesforce-blog-newsletter-signup prevent-bottombar-overlap layout layout-marketing\" >\n\n\t\t\t\t<h2 class=\"wp-block-salesforce-blog-newsletter-signup__title\">\n\t\t\tGet articles selected just for you, in your inbox\t\t<\/h2>\n\t\t\t\t\t<a href=\"https:\/\/www.salesforce.com\/ap\/form\/other\/blog-newsletter\/?d=blog-btn-footersubscribe\" class=\"wp-block-salesforce-blog-newsletter-signup__cta btn btn-lg btn-primary\" target=\"_blank\">\n\t\t\tSign up now\t\t<\/a>\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-are-the-key-components-of-demand-generation-marketing\">What are the key components of demand generation marketing?<\/h2>\n\n\n\n<p>Who, what, why, how, where, and when? The six most common questions in the English language are also the key components of good demand gen.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Whom<\/strong> should you be targeting?&nbsp;<\/li>\n\n\n\n<li><strong>What<\/strong> do they need, and <strong>why<\/strong> do they need it?&nbsp;<\/li>\n\n\n\n<li><strong>How<\/strong> and <strong>where<\/strong> do you reach them (and how do you tell if it\u2019s working)?&nbsp;<\/li>\n\n\n\n<li><strong>When<\/strong> is it time to check back in, change up your approach, incorporate new technology, or jump on a trend?&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>The best way to answer these is with good data, audience segmentation, and targeting. Strong first-party data is best \u2013 that\u2019s your potential customers (or \u201cleads\u201d in traditional demand gen parlance) themselves giving you the answers, but good market research and a good customer data platform can help you find them even in the absence of first party data.&nbsp;<\/p>\n\n\n\n<p>Once you know who they are, you should segment them according to both their needs and your strategy. All your leads probably want something you offer, but they don\u2019t all want the same thing (or respond to it the same way). Finding and sorting these prospects is usually called \u201c<a href=\"https:\/\/www.salesforce.com\/ap\/learning-centre\/marketing\/what-is-lead-generation\/\" target=\"_blank\" rel=\"noreferrer noopener\">lead generation<\/a>.\u201d\u00a0<br><br>Once you\u2019ve got your leads segmented out by who they are and what they want, the next step is targeting \u201cwhy.\u201d That\u2019s also when you start answering your own \u201chow.\u201d No matter what they want or why they want it, the best way you\u2019re going to help them realise you can give it to them is with quality content.\u00a0<\/p>\n\n\n\n<p>Your data, segmenting, and targeting should give you a pretty good idea of what they\u2019re receptive to, so your responsibility is to make sure you\u2019re making that content as compelling as possible. <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/outreach-marketing-use-cases-generative-ai\/\" target=\"_blank\" rel=\"noreferrer noopener\">AI is a big player<\/a> here, as it\u2019s the key to helping you deliver timely, personalised content at\u00a0 scale.<br><br>\u201cWhere?\u201d is about making sure that content reaches them in the right place. A good <a href=\"https:\/\/www.salesforce.com\/ap\/products\/cross-channel-marketing-platform\/\" target=\"_blank\" rel=\"noreferrer noopener\">multi-channel marketing approach<\/a> makes sure you reach your leads on the channels where they\u2019re most responsive. From there, you move from lead generation to \u201clead nurturing.\u201d This can mean different things to different businesses, but mostly it\u2019s about taking a lead from being someone who\u2019s aware of your brand to someone who\u2019s actively buying from it. A good <a href=\"https:\/\/www.salesforce.com\/ap\/resources\/guides\/lead-nurturing\/\" target=\"_blank\" rel=\"noreferrer noopener\">lead nurturing strategy<\/a> makes all the difference in the world.<br><br>Finally, you get to your \u201cwhen?\u201d You should be making data-driven marketing decisions based on how your leads are responding to your demand generation marketing efforts, so you know exactly when to scale up or down, or if it\u2019s time to try another tactic. You also want to make sure your sales and marketing teams are using the same platform, so when your leads are ready to become customers, the transition is smooth and efficient.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-are-the-key-objectives-of-demand-generation-marketing\">What are the key objectives of demand generation marketing?<\/h2>\n\n\n\n<p>The first thing you need your demand generation to do is increase awareness and visibility. Nobody can buy from your brand if they don\u2019t know it exists, and even potential leads who may vaguely know who you are may not realise exactly what you offer.<br><br>Another major objective is generating and nurturing leads from that awareness. It\u2019s not enough to simply make those leads aware of your brand, you want to motivate them to engage with it, and ultimately to convert.\u00a0<\/p>\n\n\n\n<p>Once you\u2019ve got a consistent recipe to turn awareness into <a href=\"https:\/\/www.salesforce.com\/ap\/hub\/sales\/how-to-convert-leads\/\" target=\"_blank\" rel=\"noreferrer noopener\">leads into conversion<\/a>, your demand generation becomes one of your most powerful drivers of revenue. The right plan can help you convert unaware prospects into repeat customers that keep your business growing.\u00a0\u00a0<\/p>\n\n\n\n<div class=\"layout-astro wp-block-salesforce-blog-related-trail\">\n\n\t<img decoding=\"async\" class=\"related-trail__illustration related-trail__cloud\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/related-trail-cloud-layout-astro.png\" alt=\"\">\n\n\t\n\t<img decoding=\"async\" class=\"related-trail__illustration related-trail__background\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/related-trail-background-layout-astro.png\" alt=\"\">\n\n\t<div class=\"related-trail__wrapper\">\n\t\t<div class=\"related-trail__content\">\n\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 345.8 82.8\" aria-hidden=\"true\" class=\"related-trail__logo\"><path fill=\"#1d3767\" d=\"M96.6 33h9v22.6h4.8V33h8.8v-4.3H96.6zm49.8 5.3c0-5.7-3.6-9.6-10.8-9.6H127v27h4.8v-7.9h3l2.3-.1 5.7 8h5.6l-7-9.2c3.4-1.6 5-4.5 5-8.2m-11.1 5.3h-3.6V33h3.6c4.4 0 6 2.3 6 5.3s-1.6 5.3-6 5.3m30.8-15.2-12.6 27.2h5l2.3-5.3h11.6l2.4 5.3h5l-12.6-27.1zm-3.6 18 4.1-9.2 4.1 9.3zm25.2-17.7h4.8v27h-4.8zm20.7 0h-4.8v27h17.6v-4.4h-12.8zm38.4 12.1h-13.2V28.7H229v27h4.7V45h13.2v10.6h4.7V28.7h-4.7zm15.9 14.8h17.5v-4.4h-12.7v-6.4H279v-4.2h-11.5v-7.5h12.7v-4.4h-17.5zm36.9-27.2L287 55.6h5l2.3-5.3H306l2.4 5.3h5l-12.6-27.1zm-3.6 18 4.1-9.2 4.1 9.3zm35.4-17.7h-10.2v27h10.2c8.2 0 14.4-5.9 14.4-13.6s-6-13.4-14.4-13.4m0 22.6H326V33h5.4a9.1 9.1 0 1 1 0 18.1z\" \/><path fill=\"#1d315f\" d=\"M43 82.8h.1a74 74 0 0 0 38.5-12.3 3 3 0 0 0 1.3-2.4v-6A66.2 66.2 0 0 0 42.5.2a3 3 0 0 0-2.3 0A66.2 66.2 0 0 0 0 62.2V68a3 3 0 0 0 1.2 2.4 74 74 0 0 0 40.2 12.4z\" \/><path fill=\"#8ed1f4\" d=\"M13.8 51.8a.3.3 0 0 0 0-.1L33 23.6a3.1 3.1 0 0 1 .8-.8 3 3 0 0 1 4 .8l9.5 13.8 3.5-5a3 3 0 0 1 4.9 0L69 51.6a.3.3 0 0 1 .1.3h7C70.7 17.7 43.7 7.2 41.4 6.2c0 0-11.2 4-21.2 16A59.6 59.6 0 0 0 6.8 51.8zm21.7-21.3\" \/><path fill=\"#aa76b3\" d=\"m62 51.9-8.7-12.6-4.2 6.1 4.8 6.4z\" \/><path fill=\"#722a87\" d=\"m49 45.4-4.4 6.4H54z\" \/><path fill=\"#8ed1f4\" d=\"m37 32.6-1.5-2.1z\" \/><path fill=\"#aa76b3\" d=\"m28 41.4 7.6 10.4h1.8l6.4-9.2-6.8-10-1.5-2.1z\" \/><path fill=\"#722a87\" d=\"m28 41.4-7 10.4h14.6z\" \/><path fill=\"#069a49\" d=\"M43.8 72.5a1.8 1.8 0 0 0-1-2.4L40.1 69a8 8 0 0 1-1-.5 7.8 7.8 0 0 1-2.4-10.7H6a44 44 0 0 0-.2 4.4v4.4A70 70 0 0 0 26 75a70 70 0 0 0 15.2 2l2.4-4.3zm33-14.8H44.3l-2.5 3a1.7 1.7 0 0 0-.2.5 1.8 1.8 0 0 0 1 2.3l2.7 1.2.7.4a7.8 7.8 0 0 1 3 10.6l-.5.9 4.8-.8a71 71 0 0 0 8.4-2.2l1.3-.4a71 71 0 0 0 14-6.7v-8.8z\" \/><path fill=\"#fff\" d=\"m46 65-.7-.3-2.7-1.2a1.8 1.8 0 0 1-1-2.4 1.7 1.7 0 0 1 .2-.4l2.5-3h-7.6A7.8 7.8 0 0 0 39 68.4a8 8 0 0 0 1 .5l2.7 1.2a1.8 1.8 0 0 1 1 2.4l-.1.2-2.5 4.3a52.5 52.5 0 0 0 7.2-.4l.5-.9A7.8 7.8 0 0 0 46 65.1z\" \/><path fill=\"#157139\" d=\"M56.9 67.3h8.8l-4.4-5zM23 71h9l-4.5-5.1zm-4.1-10.4-4.5 5h8.9z\" \/><\/svg>\n\t\t\t<h2 class=\"wp-block-related-trail__title\">Measure your marketing impact the right way<\/h2>\n\t\t\t<p>A centralised data platform can help you learn what\u2019s working and what\u2019s not, so you can optimise and win more customers. Get started today on Trailhead, Salesforce\u2019s free online learning platform.<\/p>\n\t\t\t\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/trailhead.salesforce.com\/content\/learn\/trails\/measure-your-marketing-impact\" target=\"_blank\" rel=\"noreferrer noopener\">Start your journey<\/a><\/div>\n\n\t\t<\/div>\n\t\t<div class=\"related-trail__mock\">\n\t\t\t<div class=\"related-trail__points\">+1,300 points<\/div>\n\t\t\t<div class=\"related-trail__eyebrow\">Trail<\/div>\n\t\t\t<p class=\"related-trail__trail-title h3\"><a href=\"https:\/\/trailhead.salesforce.com\/content\/learn\/trails\/measure-your-marketing-impact\" target=\"_blank\" rel=\"noreferrer noopener\">Measure Your Marketing Impact<\/a><\/p>\n\t\t\t<p class=\"related-trail__trail-description\"><\/p>\n\t\t\t<div class=\"related-trail__actions\">\n\t\t\t\t<div class=\"related-trail__action\">\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"0 0 10 10\" aria-hidden=\"true\"><path fill=\"#747474\" fill-rule=\"evenodd\" d=\"m4.93.69.88 2.88c.04.12.16.18.27.18h2.89c.29 0 .4.38.17.56L6.79 6.04c-.1.07-.13.2-.1.32l1.12 2.96c.08.27-.2.5-.44.33L4.85 7.77c-.1-.08-.23-.08-.34 0L1.97 9.65a.29.29 0 0 1-.45-.33L2.6 6.36a.3.3 0 0 0-.1-.32L.17 4.3c-.23-.18-.1-.56.17-.56h2.89c.13 0 .23-.04.27-.18l.9-2.9c.08-.27.46-.25.54.02Z\" clip-rule=\"evenodd\" \/><\/svg>\n<\/div>\n\t\t\t\t<div class=\"related-trail__action\">\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"0 0 9 5\" aria-hidden=\"true\"><path fill=\"#747474\" d=\"M4.16 4.5.26 0h7.8z\" \/><\/svg>\n<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n\t<img decoding=\"async\" class=\"related-trail__illustration related-trail__foreground\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/related-trail-foreground-layout-astro.png\" alt=\"\">\n\t<img decoding=\"async\" class=\"related-trail__illustration related-trail__parks\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/related-trail-parks-layout-astro.png\" alt=\"\">\n\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-is-the-demand-generation-process\">What is the demand generation process?<\/h2>\n\n\n\n<p>So how do you actually <em>do<\/em> demand generation marketing? Let\u2019s dig a little deeper into those key areas from above:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Step 1: Create brand awareness<\/strong> with your content marketing, thought leadership, and social media content. Use <a href=\"https:\/\/www.salesforce.com\/blog\/how-to-write-seo-content\/\" target=\"_blank\" rel=\"noreferrer noopener\">SEO best practices<\/a> to help more potential leads find your content.<\/li>\n\n\n\n<li><strong>Step 2: Generate leads <\/strong>through lead magnets, data analysis, <a href=\"https:\/\/www.salesforce.com\/ca\/blog\/2022\/04\/your-checklist-for-creating-a-landing-page-that-converts.html\" target=\"_blank\" rel=\"noreferrer noopener\">landing pages<\/a>, forms, webinars, and other events. Offer high-quality free content or gated assets in exchange for customers volunteering their information.<\/li>\n\n\n\n<li><strong>Step 3: Nurture leads <\/strong>using targeted email marketing, personalised content, and scalable marketing automation tools. Use unified data and cross-functional platforms to help marketing and sales work in harmony.<\/li>\n\n\n\n<li><strong>Step 4: Improve conversions and sales <\/strong>by optimising your landing pages and user experience and by <a href=\"https:\/\/www.salesforce.com\/ca\/blog\/2022\/05\/what-is-a-call-to-action--or-cta--and-how-do-you-make-it-effecti.html\" target=\"_blank\" rel=\"noreferrer noopener\">writing killer CTAs<\/a>. You can use your data to implement intelligent lead scoring and qualification processes that make sure you only spend your resources on leads you can actually convert.<\/li>\n\n\n\n<li><strong>Step 5: Track your results and improve your approach <\/strong>by identifying which metrics are most useful in evaluating your demand gen. And have a reliable process for adjusting based on what those results are telling you.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>AI is a tool that can make every one of those steps easier and more effective. <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/ai-as-digital-assistant\/\" target=\"_blank\" rel=\"noreferrer noopener\">AI-driven personalisation<\/a> is the key to steps 1-3. AI lead scoring and data analytics drastically reduce the workload required to execute steps 4 and 5 effectively<a href=\"https:\/\/www.salesforce.com\/ap\/blog\/ai-as-digital-assistant\/\">.<\/a>\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-are-the-benefits-of-demand-generation-marketing\">What are the benefits of demand generation marketing?<\/h2>\n\n\n\n<p>Following these basic guidelines and using the right automation tools makes demand generation marketing a powerful force that benefits your business up and down the funnel.&nbsp;<\/p>\n\n\n\n<p>At the top of the funnel, good demand gen gives you a wider audience that\u2019s more familiar with your brand, which quickly translates to greater market share.&nbsp;<\/p>\n\n\n\n<p>Good lead generation helps fill up the middle of your funnel, while good lead nurturing makes sure they make it to the bottom. The personalised content and data-driven approaches you took on the way there help spark ongoing customer engagement and loyalty well beyond that first purchase.<br><br>All this adds up to more customers, more engagement, more conversions, and ultimately, a healthier business enjoying consistent, replicable growth.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The competition is fierce and customers are choosy. Learn how you can connect with your audience and turn potential prospects into customers. <\/p>\n","protected":false},"author":134,"featured_media":5942,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[5],"sf_content_type":[],"coauthors":[346],"class_list":["post-5943","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Demand Generation Marketing: How To Get Started | Salesforce<\/title>\n<meta name=\"description\" content=\"If you&#039;re struggling to move customers down the funnel \u2014 or even create awareness \u2014 it&#039;s time 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