Demand generation
DefinitionGrowth
Demand generation
The wider discipline of creating want for the category and brand before anyone fills a form - content, brand media, community, education - of which lead capture is only the harvesting end. B2B's rediscovery of future demand: most of the market is not buying this quarter.
Evidence from the library
Harvest the 5-15% in market today and create future demand among the other 85-95%PrincipleBuilding future demand takes creativity, emotion and broad reach, while converting current demand takes rational information, tight targeting and a clear CTA - the opposite skill set.PrincipleBrand marketing's commercial contribution is creating future demand - making people who are not yet buying familiar with and positive toward a brand before they enter the market.PrincipleJudging a campaign only by the demand it triggers ignores and undervalues the new demand that brand effects create.Principle"Advertising does not cause sales. It does, however, ensure brands win a greater share of them" - by creating future demand (biasing tomorrow's buyers) and converting current demand (closing today's).Quote
Source
Marketing Definitions
standard B2B marketing practice
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DefinitionCustomer acquisition cost (CAC)DefinitionCustomer lifetime value (LTV)DefinitionLTV:CAC ratioDefinitionROASDefinitionMER (marketing efficiency ratio)DefinitionConversion rateDefinitionClick-through rate (CTR)DefinitionCPMDefinitionHook rateDefinitionHold rateDefinitionChurn rateDefinitionCreative fatigue