Mastering Demand Generation in 2024

The Definitive Guide for B2B SaaS Marketers.

In the fast-evolving world of B2B SaaS, the concept of demand generation has become a cornerstone of successful marketing strategies. However, there’s often confusion about what demand generation truly entails. This article aims to demystify demand generation for our audience of marketing professionals, clarify its role, outline typical responsibilities, and conclude with a roundup of the top 10 tools revolutionizing this space in 2024.

What Demand Generation Is

Demand generation is the holistic approach of creating awareness and interest in a company’s products or services. It’s a long-term strategy that encompasses multiple marketing disciplines. Its primary focus is on building and nurturing key prospect and customer relationships over time. Demand generation is about creating a sustainable pipeline of interested leads and converting them into loyal customers through targeted marketing efforts.

What Demand Generation Is Not

Demand generation is often mistakenly interchanged with lead generation. However, while lead generation focuses primarily on collecting contact information from potential leads, demand generation is broader. It’s not just about generating leads; it's about creating a demand for your product or service through education, nurturing relationships, and establishing trust and authority in your market.

Typical Responsibilities in Demand Generation

Professionals specializing in demand generation are responsible for a wide range of tasks, including:

  1. Market Research: Understanding the market, identifying target audiences, and keeping abreast of industry trends.
  2. Content Strategy and Creation: Developing content that resonates with the target audience and drives engagement.
  3. Campaign Management: Planning and executing marketing campaigns across various channels.
  4. Lead Nurturing: Developing strategies to maintain engagement with potential leads through the sales funnel.
  5. Analytics and Reporting: Tracking campaign performance, analyzing data, and tweaking strategies for optimization.
  6. Collaboration with Sales: Aligning marketing strategies with sales objectives to ensure a cohesive approach to lead conversion.
  7. Brand Advocacy: Building and maintaining a strong brand presence that aligns with business values and market needs.
  8. Customer Experience Management: Ensuring a positive customer experience throughout the buyer’s journey.

Emerging Trends in Demand Generation

As we delve deeper into 2024, there are a few emerging trends in demand generation that, while not yet mainstream, are poised to make a significant impact in the coming year. These trends represent the cutting edge of marketing innovation, blending technology and psychology in new and exciting ways.

Interactive and Immersive Content Experiences: One of the most compelling trends is the shift towards interactive and immersive content. Gone are the days of passive content consumption. In 2024, we're seeing a surge in the use of virtual reality (VR) and augmented reality (AR) in marketing campaigns. These technologies are being used to create deeply engaging and memorable brand experiences. Imagine a potential customer virtually touring your software's interface or interacting with its features in a simulated environment. This level of engagement goes far beyond traditional webinars or eBooks, offering a truly 'hands-on' experience that can significantly boost conversion rates.

AI-Driven Predictive Analytics: Another trend set to revolutionize demand generation is the advanced use of AI-driven predictive analytics. While AI has been a buzzword for some time, its application in predicting buyer behaviors and preferences is reaching new levels of sophistication. By analyzing vast amounts of data, including past consumer behavior, market trends, and even global economic indicators, AI algorithms can now identify patterns and predict future customer needs with remarkable accuracy. This allows marketers to anticipate market shifts and tailor their strategies accordingly, staying ahead of the curve in addressing customer demands.

Psychographic Segmentation Over Demographics: Lastly, there's a growing recognition of the limitations of traditional demographic segmentation. Forward-thinking marketers are turning to psychographic segmentation, which considers the attitudes, interests, personality, values, and lifestyle of potential customers. This approach allows for more nuanced and effective targeting, as it aligns marketing messages more closely with the customer’s mindset and emotional triggers. In a market where personalization is key, understanding and leveraging psychographic data can be a game-changer for demand generation strategies.

These trends represent just the tip of the iceberg in terms of what’s possible in demand generation. By staying ahead of these developments, B2B SaaS marketers can not only differentiate themselves from the competition but also drive more effective and efficient marketing outcomes.

Top 10 Tools for Demand Generation in 2024

  1. RateHighly: A customer review platform that helps in collecting, managing, and promoting customer reviews.
  2. HubSpot: A comprehensive inbound marketing and sales platform that offers tools for CRM, email marketing, content management, and analytics.
  3. Marketo: A robust marketing automation tool known for its lead management and account-based marketing features.
  4. Salesforce Pardot: Integrates with Salesforce CRM, offering advanced B2B marketing automation, lead nurturing, and analytics.
  5. Drift: A conversational marketing platform that uses chatbots and AI to personalize customer interactions and improve lead generation.
  6. SEMrush: A powerful SEO and content marketing tool used for keyword research, competitor analysis, and site audits.
  7. Unbounce: A landing page builder designed to optimize conversion rates through A/B testing and dynamic content.
  8. Demandbase: Specializes in account-based marketing, offering tools for identifying and targeting key accounts.
  9. Hootsuite: A social media management tool that helps in scheduling content, monitoring brand mentions, and analyzing social media traffic.
  10. ZoomInfo: A cloud-based market intelligence platform that provides access to accurate B2B contact and company information.


Demand generation in 2024 requires a nuanced understanding of market dynamics, customer behavior, and the effective use of technology. By embracing a comprehensive approach to demand generation, B2B SaaS marketers can build a consistent and reliable pipeline of engaged customers. The tools listed above are pivotal in helping marketers not only generate demand but also analyze and refine their strategies for continued success.

This guide is designed to be the go-to resource for B2B SaaS marketers aiming to excel in demand generation. With a clear understanding of what demand generation is (and isn’t), the responsibilities involved, and the best tools at your disposal, you’re well-equipped to drive your brand’s success in 2024 and beyond.

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