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Integrated Marketing Association

Demand Generation

By Shawn Elledge

Thirteen Tips for Event Marketers

As founder of the Integrated Marketing Summit and Demandcon, I have been producing educational marketing events all over the United States since 2009. I have had the great pleasure of working with hundreds of thought leaders, speakers and sponsors over the years. Many of our sponsors did very well at our events, collecting tons of […]

By Shawn Elledge

Demand Generation

As a basic principle in economics, demand refers to someone’s interest in and readiness to pay a given amount for goods and services. In marketing, demand generation describes the activities marketers use to build interest and purchase readiness within a target market. Demand generation strategies focus on the awareness and consideration phases of the customer […]

By Shawn Elledge

Demand Generation Strategy

I talked about the difference in demand generation vs. lead generation in my last post. This week I am focusing on developing a demand generation strategy. First, let’s recap with an explanation of demand generation. It is a marketing system comprised of several integrated marketing programs designed to drive brand awareness and interest in your […]

By Shawn Elledge

Mapping Demand Gen & Lead Gen Programs to the Buyer Journey

Marketers often confuse demand generation (demand gen) for lead generation (lead gen), but they’re not the same strategies. I suspect a lot of the confusion comes from using the same staff or team for demand gen as we do for lead gen. Personally, I like to think of these strategies as it relates to the […]

By Shawn Elledge

Uber’s Strategy for Marketing to Millennials

Last week, I attended an American Marketing Association (AMA) luncheon in Tampa to hear Justin Hinote, Senior Marketing Manager for Uber, explain their strategies for marketing to millennials (people born in the early 80’s to the 2000’s). Justin opened his presentation with a video describing “Uber.” The video went on to explain Uber’s mission statement, […]

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