TALEP ÜRETME (DEMAND GENERATION) NEDİR? FARKLILIKLARI NELERDİR?

The purpose of Demand Generation is to increase potential customer awareness through brand awareness.

Let's consider the awareness level of our target audience as follows:

1- Those who are not aware of the problem, (Unaware)

2- Those who are aware of the problem and do not know the solutions, (Problem-aware)

3- Those who know the solutions but do not know you, (Solution-aware)

4- Those who know the solutions and you but have not bought from you yet, (Product-aware)

5- Those who are very close to buying from you. (Mostaware)

The main purpose of Demand Generation is to get leads 3, 4 and 5 to the Sales Pipeline, but not like Lead Generation. How?

Key metrics related to content:

1- Youtube video viewing rates,

2- Podcast listening rates,

3- Social media sharing interaction rates,

4- Click-through rates of blogs, etc.

5- The rate of participation and interaction in the community,

5- Like the review rate of your online documents.

These are the content for which lead information is not requested. (ungated content)

"Fill your information to download this form!" If you say, ie information requested: Gated Content. Content that requests this kind of information is about Lead Generation. (Lead Generation)

To download the Demand Generation form, you do not need to fill information; it contains guiding statements such as learn more, learn this, discover this too.

The purpose of generating demand is to support potential customers on their self-learning journey with accurate and quality content. Not educating the potential customer; to be a companion to the potential customer who is already learning.

What can be tracked for efficiency here?

1- What is the rate of Marketing Qualified leads coming from marketing?

2- What is the rate of Sales Qualified Leads from Marketing?

3- What is the rate of Hand Raisers who reach sales directly through marketing content?

4- What is the marketing cycle of a customer, that is, the time taken from the marketing point to the point of returning to sales? Is it decreasing?

5- Sliding, clicking, waiting, etc. in the content. that is, what are the consumption patterns and rates?

6- What is the rate of consumption of content for which you do not directly request potential customer information, and the rate of interested and ready-to-sale customers in your Pipeline?

Customer information is received on the Lead Generation side. Its purpose is to turn qualified leads in the Sales Funnel into Interested and Ready to Sell Leads (MQL, SQL).

While Demand Generation is the brand side of marketing; Lead Generation is the sales side of marketing.

Generating Demand can take years, but in the long run, the payoff is very high. It can offer another 10 years to a business experiencing 10th year syndrome. For this, it is necessary to start the work at the beginning.

In other words, you cannot continue by advertising 10,000 USD per month for years.

Demand generation VS lead generation can seem a bit confusing.

It is not correct to define Demand Generation in Funnel as the region where more people are reached above the lead generation

There are 3 key issues for DG:

1- It is done by targeting the ideal customer profile (ICP).

2- It is free. Customer's phone number, email, etc. information is not requested. (Ungated content)

3- To increase the level of customer awareness.

We can think of awareness levels as those who are not aware of the problem, those who are aware of the problem but do not know the solutions, those who know the solutions but do not know you, those who know you but have not yet received them from you.

According to LG, DG is long-term. It can take months or even years. The key approach is not educating the customer. To guide the learning customers. This topic is about buyer enablement. That's another matter of course.

Do not compare the subject of guiding those who want to learn with traffic-increasing but poor quality B2C content such as "X in 3 steps". We can talk about guiding with high quality content.

LG can also be a short-term advertising campaign. Campaigns, form-filling texts are important. (CTA) Or like filling out forms at a webinar. (content distribution)

You can't clearly track potential leads coming to content on DG. You can redirect to other content.

Thought leadership, podcasts, youtube videos, blogs can all be methods of distributing quality content.

The main purpose of DG is to create brand awareness. It is not quantity oriented.

The purpose of lead gen is to turn leads into qualified leads. The feeding process is in the funnel. (light)

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