Where Should Your Customer Journey Start? [New Demand Generation Research]

New Demand Generation Research

Lead-generation activities don’t generate actual demand. They’re mid-funnel programs that identify demand by promoting content to buyers already searching for solutions. Their goal is to attract prospects who realize they need a change but have yet to determine the best option. In a word that might sound familiar, these programs try to nurture the buyer’s decision in their favor.

Demand generation happens when prospects don’t realize they have a need or want. Marketing’s goal is to convince them they should embark on a buyer’s journey. In a successful demand generation program, marketers create demand where little or none exists. It’s a necessary pre-step before buyers enter your brand’s sphere of influence.

But our latest research suggests they don’t get the resources they need to focus on top-of-funnel content that generates demand, or they are asked (or choose) to focus on the middle of the funnel.

Content marketing for demand generation programs took a hit in the past year. Find out the potential reasons why and more about how marketers view and use the strategy in the newly released 2023 demand generation research from CMI. Continue reading →