Email Marketing and Demand Generation

Demand generation is the focus of targeted marketing programs to drive awareness and interest in a company’s products and/or services. Commonly used in business-to-business, and business-to-consumer sales cycles, demand generation involves multiple areas of marketing and is really the marriage of marketing programs coupled with a structured sales process.

The demand generation process may include, among other things, building awareness, positioning relevance, supporting validation and mitigating customer evaluation. Useful demand generation methodologies include AIDA (attract Attention, maintain Interest, create Desire, get Action).