There’s a good reason why there are nearly 800,000 marketing specialists in the United States. Marketing is a broad field that requires a lot of different specializations. One of these specialized positions is the demand generation manager.
But exactly what exactly is a demand generation manager? And what value do they provide a company? If you want to learn the answer to these questions and more, you’re in the perfect place.
In this guide, we’ll teach you everything you need to know about this position. That way, you can decide if hiring one is the right fit for your business.
What Is a Demand Generation Manager?
As you can guess, the role of a demand generation manager is to generate demand for a business. Specifically, they’re in charge of managing a team that creates brand awareness.
Brand awareness is a crucial aspect of growing a business, so it makes sense that a lot of teams prioritize this position. To generate interest in a product or service, demand-generation managers will utilize a lot of different campaigns, strategies, and programs.
A demand generation manager will work closely with both the marketing teams and the sales team of a corporation. That way, everyone is aligned in their efforts to promote demand throughout the entire sales cycle.
What Do They Do?
A demand generation manager will design and implement campaigns that create demand for a product or service. To do this effectively, they’ll need to develop relationships with a variety of influencers, stakeholders, and industry experts.
They’ll also need to stay up-to-date on public trends related to technology and potential industry opportunities. At industry events, it will be important for these professionals to be the face of the company.
After launching a campaign to increase demand, a DGM will need to use analytics to determine whether or not the efforts were successful.
If they aren’t successful, they’ll need to identify potential areas of improvement. In short, demand-generation managers coordinate with their teams and other departments to drive new or renewed revenue.
How Is Demand Generation Different From Lead Generation
Many people make the mistake of confusing demand generation with lead generation. These two concepts are indeed connected. But there are some important distinctions between demand generation vs lead generation.
Lead generation refers to capturing and nursing potential customers who are interested in a product or service. These interested parties are then walked through the sales funnel using tactics like email marketing, social media ads, and clear website copy.
However, before someone becomes a lead, they first need to learn about the product or service. That’s where demand generation comes into play. Demand generation strategies seek to teach a person about a company and why they should be interested in it.
Lead generation isn’t impossible without demand generation. However, it is an uphill battle. When these two areas work together, they make lead generation and marketing much more effective.
If you want to learn more about the difference between these two a demand generation manager and a lead generation specialist, you can check out this guide here.
The Benefit of Hiring a Demand Generation Manager?
The biggest benefit of hiring a demand generation manager is they help you reach customers at every stage of the buying journey. There’s a common misconception that these professionals only help bring in new customers.
However, that’s not the case. Maybe someone is vaguely familiar with a product or service. Demand generation can help them learn more about the fine details of the product.
Or, it can help retain old customers through the implementation of new features or products. Lastly, demand generation managers help contribute to SEO and social media by increasing your ranking of search engines and your number of followers.
What Should You Look for In a Demand Generation Manager?
If someone is going to be managing your demand generation, they should have at least five to seven years of experience in the field. Skills in CRM software and other types of marketing automation are also ideal for the role.
Demand-generation managers require strong analytical skills. This is vital for sorting through data related to target markets and campaign effectiveness. They should also be strong in the following areas:
- Sales techniques
Lastly, a demand generation manager needs to be in tune with market and consumer demands. To create demand, they need to know what people want. In some cases, they might even need to create demand where there is none.
Both of these tasks require being attuned to the finer points of consumer desire. Knowledge of the latest trends is crucial for effectively generating demand.
Alternatives to a Full-Time Demand Generation Manager
In certain large corporations, it might be appropriate to have a full-time demand generation manager on staff. However, most of the time that’s not the case. For one thing, it’s expensive.
These days, many businesses have their marketing and sales budgets spread thin. As such, they often don’t have the budget to bring on a full-time staff member with benefits.
The good news is that there’s an alternative. Some account based marketing agencies, like SalesPro Leads, offer demand generation programs. With our sales generation program, you get all the benefits of a demand generation manager without the expensive price tag.
Here’s how it works: first, we have a conversation with you about your target market. Then, we’ll utilize email and social media strategies to create demand and generate leads for your sales team.
This type of lead generation agency is a great option for smaller or medium-sized businesses that don’t require the services of a full-time demand generation manager.
Looking for Demand Generation? Contact SalesPro Leads
We hope this guide helped you answer the question, What does a demand generation manager do? Here at SalesPro Leads, we know that demand generation is essential for supporting any marketing and advertising efforts.
That’s why we offer a customized program designed to support your sales team. We know that every business has different demand needs.
That’s why we work with you to find the best solution in a B2B appointment setting. If you want to learn more about our demand generation program, contact us today.