Demand better content for demand generation

At this point, everyone should know the difference between lead generation and demand generation (even though the terms still get used interchangeably). And so you should also know about the benefits of widening your exposure through creating value driven content.

But it can be difficult to know exactly what this looks like.

Switching to a demand generation strategy frees up time and space to really focus in on producing high quality content that engages target customers. This means using subject matter experts to get into your audience’s pain points and delivering killer content through the best media channel for them.

And it can be highly effective — you can engage with a large portion of the market that was not previously ready to become a potential buyer.

But demand gen tactics can still fall short.

It’s not enough to continue putting out generic e-books and hoping your target consumers will latch on. It will take experimentation — finding out the channels that work for you, work for your customer, and deliver results. You have to listen to your audience.

In today’s webinar, Cognism’s marketing leaders Alice De Courcy, Liam Bartholomew and Fran Langham delve into the meat of what their demand gen content looks like. It really gets into what demand gen can look like when you’re not confining yourself to PDF e-books and, instead, prioritise the customer’s experience on the media channels that work for them.