Demand generation is a new phenomenon that literally transformed the marketing landscape. Until then, it was nothing but lead generation that was most widely used technique to increase sales.

1. Demand Generation Professional Handbook to overcome Demand Generation Hiccups
Demand generation is a new phenomenon that literally transformed the marketing landscape. Until then, it was
nothing but lead generation that was most widely used technique to increase sales. Wikipedia defines lead
generation as “the process of creating sales leads, which might convert into sale for the company.” Delivering
better-qualified leads to sales was one of the most important goals of the marketing team. Hence, the marketing
team used various lead generation tactics to generate leads such as email marketing, content marketing, SEO,
mobile marketing, webinars, trade shows, direct mails, print ads, and so on. However, recently marketers found
that lead generation fails to live up to the expectations. The changed business scenario was one of the compelling
reasons for this.
Unlike before where the marketers did the talking while the customers listened, today customer is the king. The
baton of power is with the customer who does not need the marketers to know about new product or services.
They have various sources to get information from and in most cases have already made their purchase decision
before the marketers approach them. In such a scenario, merely pushing marketing messages to them would not
yield any result. There is the need for generating awareness and interest about a product or service in the
consumers. That thought led to the emergence of the concept of demand generation and today demand
generation precedes the lead generation process.
As the name suggests, demand generation is all about generating demand through awareness. Instead of focusing
simply on generating leads, it focuses on nurturing quality leads. Demand generation makes a healthy mix of varied
tactics covering the offline and online world that includes websites, landing pages, SEO, SEM, social media
marketing, webinars, email marketing and event management.
However, it no way means that demand generation is not without challenges. The marketers face fair share of
demand generation hiccups. Hence, having a reference guide for meeting the various demand generation
challenges would be helpful. Demand Generation Professional Handbook is one such reference guide for today’s

2. marketers. It contains valuable information that helps to take marketing to the next level. With this guide,
marketers can learn:
Why there is a growing need for demand generation managers
Critical skills and experiences needed to be a rock star demand generation professional
How technologies such as marketing automation can jump start your demand generation engine and
produce measurable results
Though having a reference guide is helpful, to implement demand generation successfully, there is the need of a
best of the breed marketing automation software.
Read more on - Tools for Demand Generation, Marketing Automation Guides