Demand Generation In Real Life: Look Behind the Curtain of Demand Generation “Best Practices” by Dane Christensen
For many B2B marketers, demand generation is the lifeline that keeps a steady flow of qualified leads coming into the sales pipeline. The idea of aligning demand generation with “best practices” may sound like the obvious path to success. But the truth is, following industry best practices can sometimes do more harm than good if it’s done without a clear understanding of your own company’s unique needs and goals.
In this article, seasoned digital marketer Dane Christensen sheds light on the real-world application of demand generation and explains why best practices are often misguided. Drawing on years of experience across a wide range of marketing roles, Dane provides a granular view of demand generation — from top-of-funnel engagement to the final sale — and breaks down the elements that truly make demand generation successful.
The Myth of Best Practices in Demand Generation
Many so-called best practices are little more than broad recommendations, often promoted by self-styled “authorities” without a nuanced understanding of your business. In real life, demand generation isn’t a one-size-fits-all approach. For true success, you need to:
- Understand the individual components of demand generation.
- Analyze each element at a granular level.
- Integrate these components into a strategy tailored to your unique business needs.
As Dane Christensen puts it, “Success in demand generation comes from having a deep understanding of each part of the process and adapting those pieces to fit the specific needs of your organization.” This mindset enables companies to create demand generation programs that don’t just follow guidelines but actively drive results.
The Building Blocks of Real Demand Generation
In Demand Generation: In Real Life, Christensen explores how to construct an effective demand generation framework that serves as a solid foundation for consistent, high-quality lead generation. Below, we’ll take a look at some of the core disciplines and why they matter.
1. Marketing Automation
Marketing automation is the backbone of a successful demand generation program. When done right, it allows marketers to nurture leads through every stage of the buyer’s journey with personalized messaging and timing. Automation tools streamline repetitive tasks, enabling marketers to focus on strategy rather than logistics.
Key Success Factors:
- Platform Selection: Choose an automation platform that aligns with your specific goals, budget, and needs.
- Data Integration: Integrate your customer relationship management (CRM) and automation tools to ensure that data flows seamlessly between marketing and sales.
- Segmentation and Personalization: Segment your audience and deliver personalized messages based on buyer behavior, demographics, and interests.
Marketing automation is most effective when used to build meaningful relationships with prospects, allowing companies to nurture leads until they’re ready for a sales conversation.
2. Content Development
Content is at the heart of demand generation. Your content should not only attract potential customers but also guide them through each stage of the funnel — from awareness to consideration to decision.
Key Success Factors:
- Audience-Centric Approach: Understand your audience’s pain points and tailor your content to address those issues.
- Diverse Content Formats: Use a mix of blog posts, case studies, eBooks, webinars, and videos to engage prospects at different stages of the buyer’s journey.
- Clear Calls to Action (CTAs): Each piece of content should guide the reader to the next step, whether that’s signing up for a newsletter, downloading a guide, or requesting a consultation.
When content resonates with the audience and meets their needs, it establishes trust and guides them naturally along the journey toward becoming a qualified lead.
3. Content Amplification
Creating content is only half the battle; getting it in front of the right audience is just as crucial. Content amplification strategies — from social media to paid ads — help boost visibility, reach, and engagement.
Key Success Factors:
- Targeted Distribution Channels: Use platforms where your audience is most active. For B2B, LinkedIn, Twitter, and email can be powerful channels for amplification.
- Paid Media and Organic Reach: Balance organic and paid strategies to maximize reach. Paid advertising can provide a quick boost, while organic shares build long-term visibility.
- Timing and Frequency: Identify the best times and frequency for posting to maximize engagement without overwhelming your audience.
Effective content amplification turns high-quality content into an audience magnet, attracting new leads and keeping current prospects engaged.
4. Testing and Analytics
Demand generation without testing and analytics is like flying blind. Testing helps optimize campaigns for better performance, while analytics provides insights into what’s working, what’s not, and where adjustments are needed.
Key Success Factors:
- A/B Testing: Regularly test different variations of ads, emails, CTAs, and landing pages to determine what resonates most with your audience.
- Funnel Analysis: Map the customer journey and analyze conversion rates at each stage to identify any drop-off points.
- Lead Scoring and Attribution: Implement lead scoring to prioritize high-quality leads and use attribution modeling to understand which channels drive the most conversions.
Through consistent testing and analysis, you can continuously refine your demand generation strategy to optimize for maximum effectiveness.
Why “Demand Generation: In Real Life” is Essential Reading
In Demand Generation: In Real Life, Christensen breaks down each element of demand generation in an approachable way, sharing insights from his years in digital marketing, web development, and analytics. Unlike other resources that focus on high-level strategies, Christensen’s book offers practical advice based on real-world scenarios, making it an invaluable resource for both novice marketers and seasoned professionals.
Here’s what sets this book apart:
- Clear, Actionable Advice: From setup to execution, each chapter provides actionable steps for building and optimizing demand generation programs.
- In-Depth Exploration: Each demand generation discipline is covered in detail, providing readers with the knowledge they need to implement successful campaigns.
- Real-World Examples: Christensen shares his experiences across multiple roles and companies, providing readers with relatable examples and scenarios.
Whether you’re looking to start your first demand generation campaign or refine your existing program, this book is a roadmap to creating sustainable lead generation strategies that work in the real world.
Final Thoughts: Demand Generation Success is About Strategy, Not Rules
In a world where marketing is often dominated by best practices and “proven” techniques, Demand Generation: In Real Life reminds us that real success comes from understanding the unique needs of your business and crafting a strategy that serves those needs. Demand generation isn’t about ticking boxes on a checklist; it’s about building a system that works for you, powered by deep insights, a clear vision, and a willingness to adapt.
By looking beyond industry norms and focusing on creating tailored demand generation strategies, you’ll not only generate more and better leads but also advance your marketing career with a clearer, more strategic approach.
Demand Generation In Real Life: Look Behind the Curtain of Demand Generation “Best Practices” by Dane Christensen
