Gartner Research

Tech CEOs: Take a Programmatic Approach to Demand Generation in 5 Steps

Published: 28 June 2019

ID: G00434123

Analyst(s): Christy Ferguson


Demand generation is a key element of business growth strategy, yet the planning process is often overlooked. Tech CEOs can use our five-step process to build out a formal demand generation effort that increases awareness and engagement of buyers with a propensity to purchase to increase pipeline.

Table Of Contents
  • Key Challenges



  • Develop a Programmatic Approach to Demand Generation
  • Align Demand Generation Program Objectives to Business Objectives
    • Step 1: Define Business Objectives
    • Step 2: Develop a Segmentation Strategy to Support Demand Generation Objectives
    • Step 3: Develop a Content Marketing Strategy to Support Demand Generation Efforts
    • Step 4: Select Marketing Channels That Align to Activity Streams and Segments
    • Step 5: Measure Marketing and Program Effectiveness

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