Our aim is to discuss topics close to marketing and PR professional’s hearts. So in the latest #MarketingMinds discussion, we joined forces with experts in the Twittersphere to shed light on the topic of demand generation.

Q1. Demand gen is____

@ThinkSEM explains that demand generation is increasing brand awareness via inbound and outbound marketing activities. @SFerika and @micadam both agree, adding that demand generation is the start of a conversation, which allows us to build focused marketing campaigns to both increase brand awareness and loyalty. Apart from doing what it says on the tin (creating demand); demand generation is about aligning marketing with sales. @CBergshoeff comments that demand generation helps us to create inbound leads, moreover a programme is useful in helping us to qualify, prioritise and nurture prospects that we attract.

Q2. What are the benefits of having a demand generation programme?

@shherrin believes that demand generation makes marketing efforts intentional; moreover, they can help us reach new markets, promote our brand and products, create new business and ignite engagement amongst existing customers. Demand generation also allows our brand to deliver a personalised customer journey, gain customer insight and track success.

Q3. What is the difference between demand generation vs lead generation, is there one?

@JennaLeePR explains that demand generation is more PR/ marketing focused, for example inbound and outbound marketing programmes such as PPC, creating content and attending events. On the other hand, lead gen is more sales driven, for example making sales calls, website tracking and collecting leads from prospects filling out forms. Lead generation therefore comes after demand generation. @SMXChat believes that the differences between the two is that demand generation is the process of identify needs, whereas lead generation is thinking short term. Lead generation creates quantity; demand generation creates quality via the process of nurturing.

Q4. How can we convert demand into sales?

@eksays advises that converting demand into sales requires patience and data driven relevant and meaningful content. Media monitoring tools such as Meltwaters Media Intelligence platform can help us with just that. By finding relevant convocations to join, we’re able to communicate with our desired audience rather than blasting out content and hoping for the best. @eksays adds that if we want to achieve something valuable, like ROI, we must provide something valuable to our audience/ prospects in return. A simple conversation cloud using a media monitoring service can point us in the direction of key themes our audience are interested in so that we can adapt our offering to align with demand.

Q5. What are your top tips for sales and marketing alignment?

We have the opportunity to dramatically improve marketing ROI when sales and marketing unite. Although, we must admit, this sounds easier than it is, considering both teams have different goals and expectations. One way of encouraging alignment is to have regular meetings to ensure both teams understand and are in agreement as to the definition of the ideal prospect and what a qualified lead entails. To create synergy, there should also be an agreement on what both are measuring.

Do you have a suggestion for a future #MarketingMinds topic? Let us know in the box below or drop me an email on perri.robinson@www.meltwater.com