Demand generation specialists develop, operate, and evaluate lead generation campaigns to drive qualified leads into the pipeline.
Hiring a dedicated demand generation team may be an investment, but it may be one of the smartest investments sales leaders can make when setting the stage for long-term success.
If you’re considering becoming a demand generation specialist or hiring one, continue reading for valuable tips.
There is an array of experience one must have when applying to a demand generation manager position:
A Bachelor’s degree in communications, business, marketing, or another related field
If the candidate doesn’t have a degree, employers will look for 3-6 years of marketing experience
Utilized social media platforms for lead generation
Experience working with SEO and PPC tools (i.e., SEMRUSH, AHREFS, Wordstream, LinkedIn, Facebook)
Demonstrated success running and reporting on digital marketing efforts
Experience with website analytics tools, and an understanding of how to track goals, report website metrics, and their impact on marketing strategy
Understand lead generation metrics, including CTR, impressions, conversions, etc., related to digital marketing campaigns
Uses data to drive strategy and focus activities
A demand gen specialist works alongside the marketing and sales team, working closely with the Head of Marketing, and playing a key role in the marketing strategy.
Additional roles include:
Execute marketing programs to engage and influence clients’ target markets
Working across sales and marketing teams to ensure lead generation goals are met
Determining the most appropriate outreach strategies
Ensure budgets are up to date and properly reconciled by finance
They are responsible for executing partner marketing and lead generation initiatives while overseeing the marketing automation platform.
Continuously educates marketing and sales teams on account-based marketing best practices
They conduct market research to better identify target audiences and how to attract them, using various tools like AHREFS, Google Analytics, AdWords, Keyword Planner, SEMRush, and Cision
The demand generation specialist is responsible for developing, executing, and measuring all lead generation campaigns to drive new leads into the pipeline
They must be comfortable being a self-taught marketing automation master
Demand generation specialists will have to create content (emails, drip campaigns, sales materials, landing pages)
Depending on the needs of the organization, a demand gen specialist might also be responsible for other marketing activities, such as account-based marketing, or be involved with different channels, such as partner or channel marketing
Supports Omnichannel Marketing
Demand generation success depends on building a unified strategy across multiple channels.
This goes beyond creating campaigns in multiple places like Facebook, Twitter, Instagram, etc. Content needs to be integrated across touchpoints.
Metrics are an integral part of demand gen, and being able to quickly use Excel to create a report is a precious skill.
This role is heavily focused on measuring and keeping track of metrics.
Demand gen specialists must also have a deep understanding of how website visitors get to their website and what encompasses the typical profiles of website visitors and their behavior once they are on the website.
They might use Google Analytics or even heat-mapping tools to accomplish this task.
Demand Generation Tools
Marketing automation software knowledge is necessary for the demand gen role, but it is only one part of the equation.
The demand gen specialist should also be familiar with other demand generation tools that can help them understand how, when and why companies are purchasing similar products.
Building Brand Loyalty
Email is an integral channel in building a brand, nurturing target audiences, showcasing thought leadership, and building brand loyalty with clients and prospective clients.
The lead generation specialist will work with the marketing and sales team to build compelling campaigns that drive results.
This role is involved in every step of the customer engagement cycle, from ideation to implementation and analysis.
Continuous Testing And Optimization
Demand generation departments handle testing for different strategies to pinpoint which tactics are working—or not.
This includes testing different headlines for email campaigns and Google Ads, messaging for targeted segments, alternate URLs, etc.
While every organization will have a slightly different approach, this example illustrates how complex demand generation strategies can be.
Kennected's Work Kulture
Kennected’s marketing team combines technical savvy, creative energy, and a focus on results to drive our client’s growth.
We believe we should love what we do and enjoy the folks we do it with. While we take our work (not ourselves) seriously, we have a relaxed, collaborative work environment.
Hop-On The Kennected Train
Want a solid lead generation plan? Kennected offers a series of solutions focused on building relationships with key decision-makers to achieve this feat.
Kennected used this process to earn the Two Comma Club Award (for earning $1,000,000) in less than seven months, and a spot on the Inc. 5000 list of fastest-growing companies in America.
We have experienced explosive growth and major traction amongst some of the largest organizations in the world.
Moreover, we helped over 17,000 customers fill their sales pipelines with qualified leads and increase revenue.
Our LinkedIn lead generation services can help you take your LinkedIn marketing to the next level.
For more information on how to use this LinkedIn Sales Funnel and Kennected to fill your sales pipeline with qualified leads in less than 10 minutes per day, schedule a free strategy session here.