All marketers understand that demand generation is important, but not all marketers understand demand generation. In its simplest form, demand generation is about developing marketing programs that drive awareness and interest in your company’s products or services. In practice, demand generation involves a variety of strategies, data, content, tactics, tools, and technologies to be successful.
Marketers are responsible for aligning strategy, planning, execution, analytics, and budgets across the core functions of marketing from demand gen to loyalty. Now they are also responsible for the technology investments and integrations that can help overcome key demand gen challenges among serving other purposes. However, the breadth of technology options for the various functions of demand generation can also lead to confusion. While marketing leaders understand that technology is the solution, they don’t always understand how to activate and use that technology properly.
By understanding which tools to use or which technology platform(s) to leverage, marketers can begin to overcome the following top four technology challenges.