But De Beers had diamonds!! You might be thinking, “Well sure, De Beers had DIAMONDS. We teamed up with the research pros from Ascend2 to survey marketers at mid-size companies to find out what their demand creation activities look like, what their priorities are and what’s working for them. Plus, a whopping 95% of marketers at mid-size companies—including both B2B and B2C organizations—say that their demand creation strategies are successful. How to crush this step One of the best ways to improve the quality of your leads is to optimize your lead scoring. Definitely a good reason to consider adding video to your demand generation strategy. Check out our Chalk Talk on how to use video engagement data to qualify leads. Social media and email are among the most effective lead gen tactics There are a number of ways to approach lead generation, with plenty of tactics that can be used and combined to create a successful demand creation strategy (just look at De Beers). Interested in making video part of your demand creation strategy? What do you wish you knew before you started optimizing your demand gen strategy?
Everyone knows that “a diamond is forever.”
But they weren’t always.
In the 1930s, only 10% of brides in the U.S. had a diamond engagement ring. Fast forward 50 years and that number shoots up to 80%.
So what happened?
Enter De Beers. They hired U.S. ad agency N.W. Ayer to shift public perception—ultimately running one of the most successful marketing campaigns of all time and changing the idea of what a diamond was.
The plan included tons of clever tactics—ranging from an influencer-style campaign that involved loaning diamonds to starlets and socialites for big-ticket events to ads that instructed readers on how to choose a quality diamond (inventing the idea of the “four Cs”)—the secret to their success was emotion.
De Beers and N.W. Ayer played the long game, rather than sell people on their brand, they sought to plant the seeds of a new way of thinking about diamonds.
Nowadays, we call tactics like these demand creation.
But De Beers had diamonds!!
You might be thinking, “Well sure, De Beers had DIAMONDS. I haven’t got that.” But just remember, when they started, that didn’t mean much of anything at all.
Demand creation is about generating demand for a product or service when no demand exists. It involves providing information to customers that pique their interest and educates them about what problem your product solves.
In an online world, creating demand, generating leads and nurturing them through the sales funnel is critical to business success.
We teamed up with the research pros from Ascend2 to survey marketers at mid-size companies to find out what their demand creation activities look like, what their priorities are and what’s working for them.
Whether you’re trying to sell your boss on making demand creation part of your process, or you’re putting together a new marketing strategy, these stats can help you make a plan that works.
Only 4% of marketers ignore demand creation
Nearly two-thirds (65%) of marketers have made demand creation a part of their strategy.
Another 31% are talking about it.
Only 4% of marketers aren’t acting on creating demand for their product. (They must not have heard about De Beers…)
Don’t let your company become one of the 4%, demand creation is on…
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