Chief Marketing Officers (CMOs), marketing leaders and media executives will invest $39B in media in 2015 and billions more on marketing technology to generate customer demand for their company’s products and services. This investment is driven by the huge mandate for marketers to create a continuous, predictable prospect pipeline that results in loyal customers.
In the marketing technology revolution, “demand gen” is often aligned (almost synonymously) with marketing automation (MA). This is understandable as MA platforms improve a great number of demand gen processes. As far back as 2008, marketing tech authority David Raab labeled marketing automation as “Demand gen systems for the digital era,” and as MA platform capabilities have evolved, so too has the relationship between demand gen and these systems. Marketing automation is undoubtedly an integral part of the customer acquisition equation, but its value shouldn’t blind demand gen pros to more recent tech-driven opportunities.