The Pillars of a True Demand-Gen Strategy

Transitioning from a lead-gen-centric approach to a robust demand-gen program requires a strategic shift. Here are some key pillars from my strategies to help get you started on yours.

Understand Your Audience: Conduct thorough research to understand the pain points, needs, and behaviors of your target audience. Develop detailed buyer personas to guide your content and outreach strategies.

Create Valuable Content: Produce high-quality, relevant content that addresses the specific needs and challenges of your audience. This can include blog posts, whitepapers, webinars, infographics, ebooks, and case studies that provide real value.

Creative a visual framework of the strategy: What content is served at each stage, which platforms will talk to and trigger the others. Example: what actions will trigger remarketing on which platforms.

Leverage Multiple Channels: Utilize a mix of channels to reach your audience where they are most active. This includes social media, email marketing, SEO, and paid tactics like Linkedin and Youtube.

Nurture Leads: Implement lead nurturing campaigns that deliver personalized content based on the prospects’ stage in the buyer journey. Use marketing automation tools to streamline and optimize this process.

Measure and Optimize: Continuously monitor the performance of your demand generation efforts. Track key metrics, identify areas for improvement, and refine your strategies accordingly.

And my number one piece of advice for keeping your demand-gen strategy performing and scaling is to regularly refresh creatives, copy, content, and audiences—at least every quarter. You’ll usually see an immediate boost after these optimizations. Fresh content gets clicks while stale content gets scrolled past.