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  • Elisa Worth

How to Use Demand Marketing to Grow Your Business, and Why You Should!

Updated: Apr 7


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In today's competitive marketplace, it's more important than ever to create and maintain demand for your product or service. Demand marketing is a strategic approach to marketing that can help you achieve this goal.


What is demand marketing?


Demand marketing is a way to create and maintain demand for your product or service. It's a more holistic approach to marketing than traditional marketing, which typically focuses on promoting a product or service to a specific target audience.

With demand marketing, you're taking into account the entire customer journey, from awareness to purchase and beyond. You're also considering the needs and wants of the customer, as well as the competitive landscape.


Some notable companies at the tip of the "Demand Marketing spear" are HubSpot, Adobe, and Salesforce. These companies have benefited greatly from transitioning their marketing approach from a traditional model, to a revenue-based holistic approach that Demand Generation promotes.

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How does demand marketing work?

Demand marketing uses a variety of strategies to create and maintain demand, including:

  • Content marketing: Creating and distributing high-quality content that is relevant to the target audience.

  • Inbound marketing: Attracting potential customers to your website or landing pages through organic search, social media, and other channels.

  • A/B testing: Testing different marketing messages and offers to see what resonates best with the target audience.

  • Personalization: Tailoring marketing messages and offers to the individual customer.

  • Data-driven marketing: Using data to track the effectiveness of marketing campaigns and make better decisions about future campaigns.

Things to consider when adopting a Demand Generation content and marketing model:

  • Understand the customer: Who are you trying to reach? What are their needs and wants? What motivates them to buy? What are their pain points?

  • Create demand: Once you understand the customer, you need to create demand for your product or service. This can be done through a variety of channels, like content marketing, social media marketing, and paid advertising.

  • Nurture leads: Once you've created demand, you need to nurture leads. This means providing them with valuable content and offers that will keep them interested in your product or service.

  • Close the sale: The goal of demand marketing is to close the sale. This means converting leads into customers and then upselling and cross-selling to existing customers.


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What are the benefits of demand marketing?

Demand marketing can offer a number of benefits for businesses, including:

  • Increased brand awareness: Demand marketing can help to increase brand awareness by creating and distributing high-quality content that is relevant to the target audience.

  • Improved lead generation: Demand marketing can help to improve lead generation by attracting potential customers to your website or landing pages through organic search, social media, and other channels.

  • Increased sales: Demand marketing can help to increase sales by converting leads into customers and by upselling and cross-selling to existing customers.

  • Improved customer retention: Demand marketing can help to improve customer retention by providing customers with relevant and personalized content and offers.

How do leverage demand marketing?

If you're looking to use demand marketing to grow your business, here are a few tips:

  1. Start with a clear understanding of your target audience. Who are you trying to reach with your demand marketing efforts? What are their needs and wants? What motivates them to buy?

  2. Create high-quality content that is relevant to your target audience. Your content should be informative, engaging, and helpful. It should also be tailored to the specific needs and interests of your target audience.

  3. Use a variety of marketing channels to reach your target audience. Don't just rely on one marketing channel. Use a variety of channels, such as content marketing, social media, email marketing, and paid advertising.

  4. Track your results and make adjustments as needed. It's important to track the results of your demand marketing efforts so that you can see what's working and what's not. This will help you make adjustments to your campaigns as needed.

Some other really exciting and scrappy demand generation companies performing in this space, other than Adjective, are: 6sense, Drift, and Mountain.

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If you're able to transition to more of a Demand Generation foundation rather than a typical Marketing Division, Marketing becomes more of an investment and revenue-generation capability rather than a "box-check" that strictly manages brand and other generic corporate content related needs.


Demand marketing is a complex and ever-evolving field, but it is a valuable tool for businesses that want to create and maintain demand for their products or services. By following the tips in this blog post, you can use demand marketing to grow your business and reach your target audience.

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