Farewell, Funnel: The Rotating Lifecycle of Demand Generation

Like it or not, everything around you is in constant flux. Change and evolution are inevitable—they touch every aspect of our lives, and there is no better example than the ever-evolving world of marketing. 

Today, your phone knows when you’re near a Starbucks and it lets you know. Once it piques your interest, you can order and pay for your drink without ever interacting with a human.  Then, they keep you coming back for more with offers via email.

Marketing in 2015 is automated, personalized, and omni-channel, and when done well, creates for a seamless experience that keeps a brand top of mind. It’s an endless cycle with continual possibilities, and it’s all a part of demand generation.

As highlighted in our recent report, The Integrated Marketing & Sales Machine: 2015 Demand Generation Report, today’s reality is no longer sales and marketing, it’s marketing and sales. In order to reach, engage and sell to prospective buys, marketers must employ sophisticated campaigns full of tactics that work together on a variety of mediums.

Though marketers are undoubtedly reaching prospects on a variety of mediums, very few grasp how to engineer their efforts so that they all work together. The sales funnel, as we once knew it, is dead and gone. The current reality is the demand generation lifecycle.

Demand generation encompasses brand awareness and engagement, lead generation, lead nurturing and customer retention tactics—the touchstones that keep you top of mind, build customer trust and loyalty and create for long-lasting relationships that are mutually beneficial.

The Integrated Marketing & Sales Machine: 2015 Demand Generation Report outlines the trends we are seeing in demand generation, as well as the tactics marketers are employing to engage the users.  

Some key takeaways include:

  • Content Marketing is emerging as the dominant platform for business marketing and includes blogs, whitepapers, infographics, webinars and increasingly, video content.
  • Cross-channel attribution continues to be a challenge. With so many touch points in the marketing cycle, how is revenue being attributed, and for how long?
  • Marketers are looking to set and measure realistic KPIs for their content marketing initiatives, which reflect the still early stage for content marketing as a marketing medium.
  • Marketing automation adoption is accelerating, but technology is complicated, resulting in marketers wrestling with related people, product, and process issues.

Download the report to learn key insights on the state demand generation, as represented by more than 150 marketers. 

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