Each year there are billions of dollars spent on marketing and brand building by big companies and their chief marketing officers. It is these investments that help the companies to have a steady flow of loyal customers which means that there will be a continuous and predictable pipeline of work for the company. As the market started evolving there was a need for marketing departments to change their approach towards the customers and it has brought a rise in the need for demand generation. Most people align demand generation with the different kinds of marketing automation options that are available today. Although it is true that marketing automation can help a great deal in the increase of demand generation for the company these companies should not be blinded by these results and not pay attention to the other options that are available to them.

Demand Generation Has Diversified

The marketing world is always evolving and the rest of the companies have to meet it at its pace. It is important now more than ever that companies are always connected to their consumers and future business prospects and this requires technology that goes far beyond what marketing automation systems can help you with. Marketing automation only provides you with basic engagement tools that help you to nurture and score email solutions that can help to convert a prospect into a sales-ready lead. A prospect is someone that consumes information at their own terms and they do not remain confined to just the company’s website, the emails that you sent or even the newest offer that you have on your landing page.

Marketing Automation Is the Start Point of a Fairly Long Race

Many companies that focus on demand generation for their marketing purposes depend on the data that they are able to derive from outbound marketing that is mainly got from a third party provider. This is a source that can help the company gain the fuel that they need for sales and marketing systems so that they are able to deliver on the mandated customer acquisition.

Most marketing automation systems are a blessing for companies that have to capture more of the inbound data prospects from websites and landing pages that they own. Most companies can also take advantage of other activities that are meant for conversion of prospect data into sales-ready leads and customers. Although this may seem enough for generating sales for the company demand generation requires much more than capturing inbound as well as outbound leads.

Multiple Adtech and Martech Providers Integration

The vendors who deal with marketing automation tools recognize the need for supplementary capability tools that the marketers can use to stay up to date with the latest in marketing however, it is very difficult for these vendors to integrate multiple products into one that can help the companies with this staggering task. However, most companies are racing to expand their platform of functions in such a way that they will be able to create an ecosystem that is able to offer an all-inclusive solution for the company’s demand generation needs. Some of the bigger names in the industry, such as Oracle, Adobe, Marketo, and Salesforce are coming together to try and provide customers with a more efficient, connected marketing platform.

What Does Demand Generation Really Need?

Life would be so much easier for everyone if all of the demand generation needs were fulfilled with the help of the company website and the landing page; however, that’s not the case. Most companies have to rely on more outbound marketing to drive traffic towards their website. All of these outbound demand generation techniques are still a manual task that drains out both your resources and your time. Most demand generation companies have realized this problem and have been able to control, optimize, and automate this process of demand generation using a few handy tips.


  1. They identify all of the best sources of data for your company and also other providers that can help to generate prospects for your company.
  2. They help you to streamline the demand generation process by automating, integrating, and standardizing all of the data sources for your company.
  3. Finally, they use the data that is gathered in the above-mentioned processes to measure and also optimize the process on the basis of which source or provider delivers the best quality leads.