I examine the issue of what we as B2B marketers mean by ‘demand generation’ and explore why there is so much disconnect around the current definition and scope of demand generation in my first post on the new Left Brain Marketing DemandGen (r)Evolution blog.
The idea for this post came after “some interesting, recent interactions with marketing and sales professionals around the concept of demand generation.” I note in the post that “… these interactions have led me to believe this concept is nothing short of highly misunderstood.”
So I put a stake in the sand with this post – asserting my belief that demand generation is a strategic activity; that it is in fact the charter of B2B marketing; and that it spans and should be defined in terms of our holistic interaction with buyers throughout their buying lifecycles.
“It’s the art of educating buyers and nurturing these relationships from earliest awareness through to maximizing customer lifetime value. It’s about sparking, nurturing and monetizing initial demand; it’s also about sustaining and growing that demand among current customers. It’s the whole thing.”
The post subsequently analyzes three aspects of this issue:
- One, it looks at exactly why there is this disconnect among B2B marketers in the definition and scope of demand generation.
- Two, it examines ongoing evolution in our definition of demand generation.
- Three, it identifies what I believe are the three critical components of successful, modern B2B demand generation.