Demand generation encompasses the entire process of feeding the funnel and fueling the pipeline through marketing programs. It aims to generate leads, increase interest, identify opportunities, and create a buzz of intention. This process includes offers in ads or educational content that entice prospects to express interest.

Primary Research’s Role:

Primary research informs demand generation by identifying what drives interest and how different roles within an organization are positively impacted by a solution. It helps in crafting offers and content that resonate with the target audience, making them more likely to engage.

Benefits:

Effective demand generation creates a steady flow of qualified leads, nurtures them, and ultimately converts them into opportunities with forecasted revenue.

Opportunities:

Research can refine lead qualification and validation processes, ensuring that nurturing programs are tailored to maintain engagement until the timing is right for purchase.

Challenges:

Balancing the need to generate broad interest while maintaining a focus on the quality and readiness of leads as they progress through the funnel.