Published: 28 November 2022
Demand generation is changing as buyers seek more digital buying experiences and have greater expectations. Digital marketing leaders can adopt these demand generation tactics to improve buyer engagement and generate more high-quality leads.
Demand generation tactics approached as “set-it-and-forget-it” activities limit marketers’ ability to improve performance based on ongoing customer behaviors.
Seventy-six percent of customers are very careful about controlling how brands collect and use their personal information.
In an effort to keep pace with lead generation targets, digital marketing leaders inadvertently focus on short-term lead generation at the expense of long-term demand creation.
Digital marketing leaders looking to improve demand generation performance should:
Optimize campaign landing page performance by embracing ongoing experimentation across page components, such as design, copy, calls-to-action and form length.
If utilizing gated content to support lead capture, increase buyers’
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