How exactly does demand generation drive better results? We’re talking about three steps to build demand generation for your brand: create demand, demand capture, and convert demand. With 72% of buyers expressing that they prefer to never have to talk to a sales rep, how do you put this into practice?  

Creating demand generation initially should focus on pain points – not selling your products. From guides to social media, just being vocal can make a big difference. Once a prospect enters the consideration and decision stages, then you start to go into your products with content that helps them do a deep dive. 

We’re talking about when forms should be used as well and what things can leave a sour taste in people’s mouths. Demand generation is a long-term strategy that takes time to build results. Set big goals and adjust your strategies along the way. 

[00:00] Show intro

[00:19] The framework of demand generation 

[06:31] Why companies hesitate to invest in brand building 

[07:39] Creating and capturing the demand of buyers

[10:32] How do you cater to small portion of people who want to talk to a sales rep? 

[14:06] What does demand generation look like if people aren’t currently in the market to buy? 

[19:35] What type of demand capture should you look at for the 5% who are interested in evaluating solutions now? 

[22:58] Where does gating your content fit in? 

[27:51] Cons of gating your content 

[30:30] How do we support buyers the way they want to buy? 

[31:19] Last thoughts 

[32:20] Outro 

The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com.