top of page
Search

5 Mistakes that Undermine Your Demand Generation Engine

  • Writer: Ana Milevskaja
    Ana Milevskaja
  • May 28, 2024
  • 2 min read

demand generation efforts

Every campaign matters. Every dollar spent on it counts. Few companies allow for mistakes. Here is a list of mistakes to avoid in your demand generation efforts:


  1. Neglecting to put yourself in your buyer’s shoes: 

Buyer-centric thought leadership is a must for most buyers today or their eyeballs move on to other content that gets this right. Forgo the sales pitch and focus on education.

  1. What problem are you addressing?

  2. What are the different ways to address it (even if your software doesn’t do it yet)?

  3. What is the right choice and why (without the sales pitch)?


  1. Focusing on long-form content only:

If you are writing a 10 page white paper or a guide, perhaps it is time to ask: 

  1. How do your buyers consume content?

  2. Do they read or do they prefer to listen to podcasts and watch YouTube shorts?

  3. When was the last time you downloaded a guide? Did you finish reading it or did you stop on page 2?


  1. Neglecting to snackify the key points into short form content:

With the current attention span, there is a need to consider:

  1. How much content can your audience realistically consume in one setting? 

  2. Would they prefer to watch a 60-90 second video or read a 6-9 page guide? 

  3. Would recording a video and breaking it into smaller pieces give you a better reach?


  1. Hiding your content behind a form:

Everyone hates forms and this is no different when it comes to the technology buying process: 

  1. When was the last time you completed a form to get content?

  2. Why would you hide the expertise you have to offer?

  3. Is there a way to measure ROI that doesn’t include downloads, e.g. website traffic, CTR, time of page, etc.?


  1. Neglecting to provide examples in your content:

Nothing is more powerful than examples and real stories of companies making mistakes and learning from them. 

  1. Who got this right? 

  2. Who got this wrong?

  3. How did they fix it?


What are you examples of demand generation mistakes? Do share!


Comments

bottom of page