The Most Common Misconception of Demand Generation: It is still basically a numbers game

How brands attract qualified leads has changed significantly, because of integrated digital communications, and specifically, the use of Smart Data for audience identification and development. Brands that embrace and leverage these changes can outdistance their competitors. 

Prospect Identification Has Dramatically Changed.  

Data innovation has empowered marketers to better identify best prospects, their consideration funnels and conversion metrics. We can now dictate how brand or promotional information is found, distributed and consumed by specific audiences.  We can identify primary, secondary and emerging markets and prospects.

Audience Development is Now Data Science + Experience.

The right smart data strategy and integrated marketing actively engages prospects who are more informed –- about you and your competition. To engage prospects, the brand needs to have insight into specific audience maturity; the beginning, middle, and end of an audience lifecycle. Data science and the experience to spot trending and nuances in the conversion strategy tell the story about mature versus emerging audiences and prospects. Prospect engagement is the goal, and content strategy can be the key to making prospects engage. Developing an audience relies on significant content specialization and data that informs when changes or updates are needed.

Prospects Have Higher Expectations and Shorter Attention Spans

Audiences respond to content that grabs their attention. Brands must listen and monitor their audiences to focus on providing the right demand generation content.  Content strategy for audience development touches marketing, branding, advertising and certainly culminates in the website being a fulfillment center in many instances. However, “one size fits all” websites no longer measure up to new standards for demand generation, content consumption, engagement and audience development. If you have the typical menu style website, you will need to update to the new demand generation model.

Prospects respond to bite-size information and control additional details

The enormous amount of information available has resulted in prospects wanting more condensed, bite-sized, interactive content and video as they search through multiple online platforms and channels, such as Google, Facebook, YouTube, Twitter, LinkedIn, Brand Websites, News Sites, Blogs, and more.  Knowing how to market to reach and engage new prospects is a function of having the right connected data, following the data and having the insights to know how well the lead generation strategy is working. For example, almost 60 percent of Google searches are now done on a mobile device, and many of them are voice searches. If you don’t gather the necessary data from prospects you might be losing them to something as simple as a missing voice search strategy.

In Summary: Align Demand Generation in a Comprehensive Integrated Marketing Strategy

New mandated requirements for demand generation strategy include:  data-connected advertising, mobile compliance, search compliance, presence in social networks, and new content distribution strategies designed for demand generation.  All of these are dictated by how audiences want to (and do) consume product or service information, which is not guesswork, but data-driven.

To learn more about how Digital Demand Generation can improve your prospecting and blunt the competition, contact at  for a complimentary initial consultation. We’re subject matter experts in digital strategy but easy to talk to.


Public and private sector brands trust USDM Digital® to provide current and future insights, develop digital strategy for business, execute digital marketing and advertising, improve customer engagement, and deliver performance that measurably IMPACTS their business.  Visit us at 

You might also like More from author

Comments are closed.