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Demand Generation: How the Marketing Community Have Dealt with Changes

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How can demand strategies shift focus back to awareness and acquisition rates in a time of service and loyalty dominance—and what do you hope to gain from this shift?

The traditional marketing setup shifted to a faster, easier and cost-efficient approach in 2020. During the pandemic, many marketers realized that investment in technology is a key factor of demand generation strategies and plays a role in delivering customers’ insights, and they also realized that remote work and “stay at home” rules meant that demand generation in digital spaces became more important than ever.

It was obvious that marketing has moved away from ‘we’re here for you’ to ‘what do you need to do during a pandemic?’. Demand generation now is all about targeting the right personas with specific products at the right time. But should demand generation evolve once more or are marketers split on what they think is the next best approach for this strategy?

Two days before International Women’s Day, HotTopics.ht invited some of our leading marketers who happen to be women to join together for an all-female moderation panel. Thank you to:  Tina Morwani, Rebecca Blackmore, Sakina Najmi, Louise Robertson, Jarmila Yu, and our very own Head of Digital & Community Julia Smith. They led the discussion about the future of demand generation with our marketing leaders, together evaluating the following points: 

1- Shifting to remote working

Some of our marketing leaders believe that businesses should prepare for the hybrid workplace model. With a noticeable increase in digital events during the pandemic, it is important to be more mindful of the strengths of online-only marketing practices. The ease and fast achievement of demand generation while working from home raised the question of whether it is worth working from offices when the time comes again, and what that means for future strategies.


2- Digital marketing

As marketing catalyzed its journey from traditional marketing to digital marketing during the pandemic, marketers have been forced to adopt new digital channels, social media platforms and created online events to launch new products and generate demands for their products. Also, our marketing leaders pointed to a new level of ABM, as marketers are moving beyond the services and loyalty phase and exploring new opportunities. Also, having different content can keep your customers engaged with your products across its lifespan.

3- Data-driven insights

The best demand generation strategy is driven by data. The more data you have the better insights you have to create more intelligent demand generation. Our marketing leaders recommended a data-driven marketing push from the wider business is paramount moving forward; hiring analysts across your business to aid your marketing team’s initiatives is also vital.

4- Customer considerations

Some of our marketing leaders highlighted the importance of personalizing your messaging, content and products to target a specific customer segment with the right service. Clearly, this depends on how much data you have about your customers. Our marketing leaders raised the point that continuous communications with your customers, evaluation of their insights and meeting their considerations help you to get their attention, build up their loyalty and create curiosity so they ask for more. 

5- Sales vs marketing teams 

Our marketing leaders agreed that the sales team should reinvent themselves again and start doing sales with a ‘white gloves’ experience. The pandemic made it clear that many companies should invest in marketing training to align marketing/sales teams. So, sellers can work with marketers to meet demand generation strategies.

Sales vs Marketing

6- Physical interactions

Demand generation has excelled now that we are online. In fact, many marketing leaders do not know when they are going to go back yet, as it is not clear how physical we are going to be getting in the next few months and years. When marketers consider their future strategies and physicality in mind, two questions that need to be debated further:

  1. How adaptive are your strategies, including demand generation? 
  2. How can you complement demand generation marketing, which is very digital, with physical or field-based marketing?


If you would like to contribute to leadership discussions and participate in our Private Meetups, you can apply to join by visiting our Meetups Hub.