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Event Marketing

Guide to Unlocking the Power of Digital Demand Generation

Jerry Shen
min read
Event Marketing

Guide to Unlocking the Power of Digital Demand Generation

Jerry Shen
min read

Guide to Unlocking the Power of Digital Demand Generation

In today's digital age, demand generation has become essential to any successful marketing strategy. Demand generation is the process of creating interest and awareness around a product or service to drive lead generation. In this article, we'll dive into digital demand gen, exploring what it is, how it works, and the strategies and tactics involved.

What is Digital Demand Generation?

Digital demand generation uses digital channels and tactics to create and nurture demand for a product or service. This includes various activities such as SEO, PPC, social media marketing, content marketing, email marketing, webinars, and more. The main objective of the digital demand generation marketing team is to build relationships with potential customers and guide them through the buyer's journey, from awareness to consideration to purchase. By leveraging the power of digital marketing, businesses can reach their target audience more effectively and efficiently than ever before.

Digitally generating demand allows you to track and measure the effectiveness of marketing campaigns using various metrics and tools. This allows the business to track the customer journey and optimize its marketing efforts. From there, you can develop a plan that includes a mix of tactics and touchpoints to reach and engage your audience effectively.

Types of Digital Demand Generation

There are several types of digital demand generation techniques that businesses can use to attract potential customers and drive revenue:

  1. Content Marketing: Creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.
  2. Search Engine Optimization (SEO): Optimizing website content to rank higher in search engine results pages (SERPs).
  3. Pay-Per-Click (PPC): Paying to have ads displayed in search engine results pages, social media platforms, or other digital channels.
  4. Social Media: Using social media platforms like LinkedIn, Twitter, and Facebook to connect with potential customers and build brand awareness.
  5. Webinars: Host webinars to educate potential customers about a product or service and showcase thought leadership.
  6. Account-Based Marketing (ABM): Targeting specific accounts and creating personalized marketing campaigns to nurture relationships with decision-makers.

Digital Demand Gen Strategy

A digital demand generation strategy is a comprehensive plan that outlines the tactics and channels a business will use to generate demand and drive revenue. A demand generation strategy aims to align marketing efforts with business goals and target audiences.

The following six steps can help you create an effective digital demand generation strategy:

  1. Define Your Target Audience: Identify the ideal customers you want to target with your marketing efforts.
  2. Develop Personas: Create detailed profiles of your target audience, including demographics, pain points, and buying habits.
  1. Develop Messaging: Craft compelling messaging that speaks directly to your target audience and addresses their pain points.
  2. Choose Channels: Determine which digital channels your target audience uses and how you can reach them effectively.
  3. Optimize and Measure: Continuously optimize your campaigns and track metrics such as conversion rates, cost per lead, and ROI to ensure you generate the desired results.

Tools for Digital Demand Gen

Digital demand generation marketing requires a combination of tools to create and execute successful campaigns. These tools help marketers optimize campaigns, automate specific tasks, and provide valuable data insights to make data-driven decisions. Here are some of the most popular tools used for digital demand gen marketing:

  1. HubSpot: HubSpot is an all-in-one marketing, sales, and service platform that offers a suite of tools for inbound marketing, including email marketing, social media management, SEO optimization, landing page creation, and lead management. HubSpot also provides detailed analytics and reporting capabilities to measure the success of demand generation campaigns.
  2. LinkedIn Ads: LinkedIn Ads is a powerful tool for B2B marketing used by many businesses to reach their target audience. It offers a variety of ad formats, such as Sponsored Content, Sponsored InMail, and Display Ads, allowing marketers to promote their content and products to their ideal customer personas.
  3. Google Ads: Google Ads is a popular pay-per-click (PPC) advertising platform that allows businesses to place ads on Google search engine results pages (SERPs) and other Google-owned properties such as YouTube and Gmail. Google Ads is a valuable tool for driving traffic and leads to your website and offers extensive targeting options, including keywords, demographics, and location.
  4. Marketo: Marketo is a leading marketing automation platform that offers a range of tools for demand generation, lead management, and analytics. Marketo allows marketers to create and execute targeted campaigns across multiple channels, such as email, social media, and webinars and provides in-depth reporting and analytics to measure campaign success.
  5. Salesforce is a customer relationship management (CRM) tool offering robust sales and marketing automation capabilities. Salesforce enables marketers to manage leads and prospects, automate follow-up tasks, and track campaign performance.
  6. Moz: Moz is a popular SEO tool that helps businesses optimize their website for search engines. Moz offers keyword research, link building, and on-page optimization tools that enable companies to improve their search engine rankings and drive traffic to their website.
  7. Hootsuite: Hootsuite is a social media management platform that allows businesses to manage their social media presence across multiple channels, including Facebook, Twitter, LinkedIn, and Instagram. Hootsuite enables businesses to schedule and publish content, engage with followers, and track social media performance.

These are just a few examples of the many digital demand generation marketing tools available. By leveraging these tools effectively, businesses can create targeted campaigns that drive brand awareness, generate leads, and, ultimately, boost revenue.


The key to successful digital demand generation is to build trust with potential customers by providing them with valuable information and relevant solutions to their pain points. By understanding your target audience and leveraging digital channels effectively, you can create a comprehensive demand-generation program that drives high-quality leads and revenue. With the right approach and a focus on providing value to your target audience, you can build a successful digital demand generation program that generates high-quality leads and builds lasting customer relationships.

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