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Demand generation campaigns
Put simply, demand generation campaigns focus on increasing awareness for your products or services by focusing on how potential customers feel about them: by building demand.
With more than three decades of experience in PR-led marketing, and dozens of awards under our belts, we help some of the world’s most ambitious B2B tech organisations reach their target audiences through effective marketing strategies such as demand generation campaigns. Our team of marketing experts have a deep understanding of each platform, the audiences they attract and where the best return on investment lies.
Demand generation knowledge & expertise
The main focus of a demand generation campaign or strategy is putting your brand in front of customers, giving them the chance to engage with it by presenting it where they’re likely to be. Demand generation is a data-driven marketing approach. By leveraging consumer data about where best to target them and in what manner, effective touchpoints can be worked up, helping you get more eyes on your products and services, in a planned environment within your control. Ultimately, a well-planned demand generation campaign grants you better control over the attention your brand, products and services receive, while still building that increased visibility.
Our demand generation campaign approach
Our approach to demand generation makes use of the ‘marketing funnel’, or the conceptual journey customers take from awareness of brands, products or services, to consideration, to conversion as a purchaser. An effective demand generation campaign focuses on delivering content and opportunities for conversation at every point throughout this customer journey, to reinforce this gradual conversion.
B2B tech buyers tend to look for information across a whole host of different channels, so demand generation campaigns must be flexible to adapt. From posts on social media, to targeted ads, to infographics presented to prospective customers at the right time. Demand generation is about identifying what problems your ideal customer is having, and what interests them, and piquing that interest when it matters most.
Why choose CCGroup?
Connect Communication & Growth
At CCGroup we’re all about Connection, Communication and Growth.
At CCGroup we’re all about Connection, Communication and Growth. Through people-centric best-in-class PR-led marketing, we drive the future success of B2B technology brands. We have unparalleled industry expertise across mobile & telecoms, fintech, cybersecurity and enterprise technology. Our 30+ year PR heritage means we’ve been there for some of these sectors’ biggest developments, telling their stories as they’ve grown and evolved among the ever-changing business landscape.
Our journey so far has equipped us with the foresight to predict future technology trends, ready for whatever the fast-paced world of technology throws at us. And our integrated, channel-agnostic, audience-centric approach allows us to tailor our services to the needs of our clients, no matter their size or scale of their project. All of our ideas are creative, structured and effective, from traditional PR, to media relations, to content creation and marketing services.
Demand generation campaigns case studies
Awards
2023-24
PRovoke Media - EMEA Technology Consultancy of the Year
2023, 2022, 2021 & 2020
PRmoment - Technology Agency of the Year
2023, 2022 & 2020
PRmoment - B2B Agency of the Year
Demand generation campaigns explained
What is demand generation?
Demand generation is an umbrella term for a marketing strategy that focuses on building interest in your brand’s products and services through increasing its perception and perceived value among prospective customers. The easiest way to understand demand generation is to think of it as presenting a solution to a current prospective problem. For example, if someone’s lights went out they might start Googling what to do, and be presented with the name of a local electrician through a targeted ad spend campaign. That’s a basic example, and the reality is that demand generation focuses on capturing the attention of prospective customers at every step of their journey through the marketing funnel.
1 — 3How important is a demand generation strategy?
For a business looking to appeal to a new audience, or to grow their audience beyond what they’re managing through organic or more traditional marketing channels, a well thought out demand generation campaign can be revolutionary. Demand generation can help businesses reach new customers, build new brand relationships and improve their overall marketing strategy by creating a more targeted approach to customer outreach. After all, building trusted relationships with customers is one of the most important ways to establish your brand and stand apart from the competition.
2 — 3What is demand generation vs lead generation?
Demand and lead generation are often confused or seen as competing strategies, but the reality is that lead generation is the natural progression of the efforts made during demand generation. Rather than simple awareness of your brand, products or services, lead generation focuses on moving them further down the funnel to a point of sale. It’s understandable that many companies therefore believe that prioritising lead generation is the right approach, but in reality both demand generation and lead generation should work in tandem, as part of a wider and more robust marketing strategy.
3 — 3Challenges & opportunities
The challenge that most brands run into when they start focusing on demand generation is that they don’t immediately see the fruit of their efforts, or worse, that leads are not turning into customers at all.
This is usually because leads are not effectively followed up, or that the wrong customers are being targeted. Ultimately, demand generation needs to be a data-driven exercise, fuelled by research into where your ideal prospective customers are, and how best to capture their attention. While there can be a timing element – demand generation works best when a customer is searching how to solve a pain point after all – but over time, with the right research and an effective strategy, a solid demand generation campaign can deliver serious results for your business.
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To find out more about the demand generation services we can provide, or if you’re looking for a B2B tech specialist marketing agency to work with you or for you, we’d love to hear from you.