Creating compelling visual campaigns that integrate all steps of the marketing funnel with accuracy is easier said than done but there are many new models and known platforms that can give marketers the leg up. One of these is demand gen. Demand gen allows for companies to leverage powerful social campaigns to increase their маркетинг ROI.

Let’s examine how it works, what tools are available, and how they can be utilised for maximum effect.

What Are Demand Gen Campaigns?

Demand gen campaigns utilise a multi-platform, multi-format approach to generate demand and deliver business results on Google’s most visual, entertaining surfaces. This includes Shorts, Discover, Gmail, and Google video partners, with several of these fronts combined into one collaborative campaign.

Imagine that you strategise all of the various visual media outlets and accounts to produce a seamless transition to lead conversion. One example of this is using shorts and Google ads to create awareness. This can be followed up with an interest-based содержание strategy on longer-form YouTube videos. Then to finalise the lead, you can have links to your website with specific sections and maybe even discount codes.

This step-by-step process can move potential customers down the line at rapid speeds and can be done internally or externally. A demand-gen agency or department essentially manages these platforms to produce marketing value for an organisation, optimising the lead-gen capabilities, and keeping them flowing.

The demand gen funnel starts from top-of-funnel activities to generate brand awareness to lead generation content to lead conversion content. Here’s an illustration:

While it operates much like a lot of varying marketing models, there are some distinct differences.

Growth Marketing vs Demand Gen

The difference between growth marketing and demand gen is that the former focuses on long-term sustainable growth while the latter is based on generating qualified leads and new customers. There are commonalities between the two but the focus and scale are different. Growth marketing often builds on the brand while demand gen targets very specific customer needs.

In this sense, demand gen is specific to solving more specific problems while growth marketing is about building up the brand. Demand gen’s main advantage over the traditional marketing approach is that it allows companies without the cache of larger brands to thrive. It can be a targetted approach with specific goals rather than promoting the overarching mission which can be vague.

Similarly, when considering lead gen vs demand gen, there is an overlap between the activities but the latter is about building up to the actual lead generation with multiple platforms (often visual).

Demand Gen Tools

Demand gen programs come in various flavours for differing processes. Here are a few categories of tools you might need.

SEO tools include:

• Ahrefs или SEMrush: SEO tools can be a great demand gen software since they allow you specify your queries and judge audience and geographical accuracy. Keyword research can also be a great means for finding commercial queries and building around specific niches that might harbour customers.
• Google search suite: Of course, building demand gen on Google is a must as well. Search console can be great for determining what hits, bounce rates, and visit stats are like for your pages. Google demand gen capabilities include letting you know what pages

Similarly, customer journey tools can help you map out your goals and develop your funnel flow:

• Chili Piper: A program that instantly connects leads with sales teams and representatives.
• AdRoll: Manages customer-facing marketing content across multiple channels.
• HockeyStack: Helps with tracking customer journeys from start to finish, right up till the purchase.
• Сортлист: A great tool for B2B demand gen which operates like Fiverr but also allows for storing case studies and social networking activities between businesses.

Content tools are a major part of demand generation as they form the meat of your communication. Tools like Buffer can help you schedule content, while YouTube and other platforms have their own analytics programs. Built-in ones can be great but external programs might give you a comprehensive overview as well.

Companies can also leverage demand gen communities to create content on multiple platforms for multiple funnel stages. These communities can outsource their expertise to content creators for the company.

Demand Gen Specs For Images

Demand gen programs on Google can support up to 20 types of images. These include:

• Landscape image:
  • Dimensions: 1.91:1
  • Minimum size: 600×314.
  • Recommended size: 1200×628
  • Max file size
• Square image:
• Min. size: 300×300. Recommended: 1200×1200
• 5MB max file size

Portrait pictures are also available.

• Portrait size: 4:5 image (optional)
• Min. dimension: 480×600. Recommended: 960×1200
• Max file size: 5MB
• Best practice: Upload 3 of each aspect ratio for maximum placement coverage.

It’s worth noting that .gif files only show a static version when uploaded.

Here are a few specs for gen ads that work best:

• Headline (40 characters max.) Up to 5
• Description (90 characters max.) Up to 5
• Business name (25 characters max.) 1 (required)
• Squarelogos
• Up to 5
• 1:1 (required).
• Min. size: 144×144. Recommended: 1200×1200
• 150KB max file size

Mobile specs

Landscape images should be:

• Dimensions: 1.91:1
• Min. size: 600×314. Recommended: 1200×628
• 5MB max file size

For square images:

• Min. size: 300×300. Recommended: 1200×1200
• 5MB max file size (not supported in Discover)
• Portrait 4:5 image (optional)
• Min. dimension: 480×600. Recommended: 960×1200
• 5MB max file size
• Aspect ratio must be consistent across all cards.
• Headline (40 characters max.)

Crucial Metrics For Judging Demand Acquisition

Demand generation campaigns require extensive tracking, which is where you’ll need the right metrics.

• Marketing Qualified Leads (MQLs): Potential customers that indicate an interest in a company’s offerings through marketing efforts.

These can be tracked by find the number of users who download a white paper, attend webinars on your products or about their features, request demos, and sign up for free trials.

• Sales Qualified Leads (SQLs): Sales qualified leads (SQLs) take MQLs further down the funnel to sales potential. These leads have expressed interest in the product or service and their budget and profile match what you’re looking for. They may provide company size, budget range, and timelines for a purchase decision.
• Cost Per Lead (CPL): A demand-generation KPI and metric for illustrating total marketing and advertising spend, which is then divided by the number of new leads generated. This is an efficiency metric that can give you an idea of how well you’re doing per lead.
• Стоимость приобретения (CPA): This takes CPL to the next level and details the cost per acquired lead. This can consider the cost of acquiring a lead and the costs associated with conversions. You can include sales team salaries and marketing automation tools to nurture leads or free trial costs.
• Customer Lifetime Value (CLV): Customer lifetime value (CLV) is the total revenue you can expect to gain per customer spread throughout their relationship with the company. This can be calculated by adding average purchase value, which how much a customer spends per interaction on average vs repurchases and in comparison to churn rate.
• Cost per Acquisition (CAC): Helps you understand the costs associated with acquiring a new customer. This can be calculated by dividing marketing costs vs the number of acquisitions.
• Return On Investment (ROI): This can help determine the effectiveness of a specific action or initiative.
• Activations, signups, and other subscriptions: This can be a good metric for determining amount of users that created accounts. These indicate a basic level of interest and should not be confused for acquisition, but it shows that potential customers are willing to explore further.
• Close rate per channel: Close rate per channel examines the effectiveness of different marketing and sales channels. The idea is to derive the percentage of leads each channel converts into acquired leads that pay. You could compare the close rate for leads generated from one form of advertising against that of another. Ultimately, every demand gen report needs to come down to leads and conversions so this is a major metric.
• Marketing sourced pipeline: This is the total potential revenue you can generate from leads through marketing efforts in the sales pipeline. This can detail marketing contribution to the total sales process.
• Average deal size: The size of deals you’re procuring is great for revenue projections per customer. Businesses can forecast future revenue, use it to fix sales targeting, and for understanding customer behaviour.

If you’re looking for a demand gen company, Promoguy has you covered. We develop content for every stage of the funnel. Whether you need a B2C or B2B demand gen agency, we’re always ready to provide.