English 301 99C Technical Writing

Introduction

Assignment 1.3 highlights the significance and purpose of technical definitions in writing. Students are taught to distinguish between levels of detail, choose appropriate details, and understand how definitions vary based on audience and objective.

Complex Term

Demand Generation

Situation

UBC Camps is hosting a seminar discussing the various skills and interests like marketing, business analytics that young adults can acquire through participating in the spring/summer camps at UBC.

Parenthetical Definition

Demand generation (data-driven marketing strategy).

Sentence Definition

Demand generation, in the realm of marketing, is a technique that utilises data to create interest and recognition for a company’s product’s, with the ultimate objective of fostering long term with customer engagement.

Expanded Definition

History

The term “demand generation” originated in the early 2000s, when businesses started to realise the importance of having a comprehensive approach to attracting and engaging potential customers. The concept of demand generation was first used in a marketing context to describe a data-driven, multi-channel approach to attracting and nurturing leads, with the ultimate goal of driving revenue growth (Katz, 2003).

Over time, demand generation has become an integral part of the modern marketing landscape, with organisations investing in programs and strategies aimed at increasing demand for their offerings and driving long-term customer engagement and business growth (Simms, 2010). The word “demand” refers to the interest and desire for a company’s products or services, while “generation” refers to the process of creating and fostering that demand (Hayes, 2008).

Current

Today, demand generation is widely recognised as a critical component of a company’s overall marketing strategy and is used by businesses of all sizes and across all industries to achieve sustainable success. Companies are investing in data analytics, content marketing, and lead nurturing strategies to improve their demand generation efforts and drive business growth (Simms, 2010).

Operating principles

The operating principles of demand generation involve a data-driven, multi-channel approach to attracting and nurturing potential customers. This includes tactics such as content marketing, email marketing, social media marketing, search engine optimisation, and others, with the goal of building a strong and engaged customer base. The focus is on creating and fostering interest and desire for a company’s products or services through targeted and personalised marketing efforts, and tracking and analysing customer behaviour and engagement data to continuously improve and optimise the demand generation strategy. (Hubspot, 2020; Gartner, 2021)

Example

A real-life scenario of using demand generation could be a software company seeking to attract and convert potential customers. They may use a combination of tactics such as email marketing, content marketing, social media advertising, and webinars to generate interest in their product and engage with their target audience. The company may also use data analysis and customer feedback to optimise their demand generation efforts and ensure they are effectively meeting the needs and wants of their target market. Ultimately, the goal of demand generation is to build a pipeline of qualified leads and convert them into paying customers, resulting in revenue growth for the company.

Visual

Figure 1

Demand Generation | Drift Demand Generation Marketing Guide

Note: Image depicts how demand generation aims to attract and nurture leads through data-driven, multi-channel approach for high-quality sales leads.

References:

HubSpot (2020) Demand generation strategy playbook.

Katz, M. (2003). The Rise of Demand Generation. Marketing Insider Group.

Simms, L. (2010). The Evolution of Demand Generation. MarketingTechBlog.

Hayes, D. (2008). Understanding Demand Generation. B2B Marketing Insider.