What does a 'demand generation strategy' seek to create in relation to inbound sales?

A demand generation strategy focuses on creating interest in a product or service by attracting potential customers and engaging them in a meaningful way. This aligns with the principles of inbound sales, where the goal is to draw in prospects who are genuinely interested, rather than pushing sales messages onto them.

Generating demand is about cultivating awareness and interest through valuable content, targeted outreach, and effective communication that speaks to the needs and challenges of the audience. By sparking interest, businesses can facilitate a connection with potential customers, leading them to explore offerings further and potentially convert into leads.

While customer retention, cross-selling, and promoting discounts can all play roles in various marketing strategies, they fall outside the primary focus of demand generation. Retention emphasizes existing customers, cross-selling focuses on leveraging current relationships, and discounted promotions may attract attention but do not inherently foster the deeper interest that demand generation aims to cultivate.