Demand Generation is a Marathon not a Sprint

Written by Judith Niederschelp

Demand generation is often compared to a marathon, not a sprint, because it requires consistent effort, long-term strategies, and patience to see substantial results. Unlike short-term marketing tactics that may generate quick leads, demand generation focuses on building a sustained interest in your brand, guiding potential customers through a complex and lengthy buying process. Here’s how this marathon approach plays out in practice:

1. 50% Investment into Awareness

A significant portion of demand generation efforts should be invested in creating awareness. This means that approximately 50% of your resources and time should be focused on making your target audience aware of your brand and what you offer. Building awareness isn’t about immediate sales; it's about laying the foundation for future engagement. This investment ensures that your brand becomes familiar to prospects, which is crucial because customers are more likely to engage with a brand they recognize and trust. Over time, this awareness translates into a stronger brand presence and a more robust pipeline of potential leads.

2. Engaging 20+ Stakeholders

In today’s B2B environment, buying decisions are rarely made by a single individual. It often involves multiple stakeholders—sometimes more than 20—each with their own concerns, needs, and perspectives. Effective demand generation requires engaging with all of these stakeholders throughout the buying process. This means crafting tailored messages that resonate with different roles within an organization, from decision-makers to end-users. By addressing the specific concerns of each stakeholder, you increase the likelihood that your product or service will be chosen. However, engaging such a diverse group takes time, reinforcing the need for a long-term strategy.

3. 13 Content Consumptions before Purchase

On average, a potential buyer will engage with 13 pieces of content before making a purchase decision. This highlights the need for a well-planned content strategy that nurtures prospects through their journey. Each piece of content, whether it’s a blog post, whitepaper, webinar, or case study, plays a role in educating, building trust, and moving the prospect closer to a decision. Since content consumption happens over time and through various channels, it’s essential to consistently deliver valuable and relevant information. The goal is to keep your brand top of mind as prospects evaluate their options, often over weeks or months.

4. Persistence – 10-12 Attempts to Reach Prospects

Reaching your prospects isn’t always easy, and it often takes 10 to 12 attempts to get their attention. Whether through email, social media, phone calls, or other channels, persistence is key. In demand generation, it's essential to stay in front of your prospects without being overly aggressive. Each touchpoint should add value and be seen as a helpful nudge rather than an intrusion. This persistent, yet respectful, approach is necessary to break through the noise and engage prospects who are likely bombarded with messages from multiple vendors.

Conclusion

Demand generation is a long-term commitment that requires patience, strategy, and consistent effort. By investing in awareness, engaging with multiple stakeholders, providing a steady stream of valuable content, and persisting in your outreach efforts, you’ll be well-positioned to nurture leads effectively. Remember, the goal isn’t to win the race quickly, but to build lasting relationships that lead to sustained business growth.

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