Published: 04 July 2023
Demand generation is key to any business growth strategy, yet upfront planning is often overlooked. Tech CEOs can follow a six-step process to create a formal demand-generation effort that increases buyer awareness, engagement and propensity to purchase.
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A referral and word-of-mouth business often enables early-stage growth for startups and emerging tech providers, but it does not scale easily.
Investing in one-off demand-generation tactics, such as pay per click (PPC) or paid social advertising, produces limited results and drives a consistent need for a higher volume of leads at the top of the funnel.
Tech CEOs often take a tactical or content-driven approach to demand generation, overlooking the effectiveness of a cohesive program. This leads to frustration and frequent changes in direction when one-off tactics do not deliver consistent results.
To build a demand-generation program that drives customer acquisition,
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