Demand generation encompasses marketing and sales activities aimed at creating awareness, interest and inbound leads or inquiries for a business’ offerings. Tactics may include content marketing, digital ads, events, PR, SEO, email nurturing campaigns, telemarketing, and referrals.

High quality inbound leads reduce overall cost of sales compared to cold outbound prospecting. Well-executed demand gen initiatives attract ideal buyer profiles by aligning touchpoints to their informational needs and journey.

Lead definition, event registration, and content offers should make relevant information readily accessible to buyers in exchange for data capture. Aligning marketing automation with CRM enables seamless handoff to sales for rapid follow-up.

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