What is included in our demand generation services?
A multi-channel strategy, built on the idea that people rarely act on the first thing they see .
Ongoing analytics and reporting as standard.
Continual optimisation as campaigns run, refining targeting, spend and channel mix to lower costs and improve results over time.
What can demand generation do for your business?
Someone with a problem will find a solution somewhere. Demand generation makes sure that the solution is you, building visibility and trust well before someone's ready to commit.
Visibility is reinforced across several channels rather than relying on just one.
Someone who sees your name in an ad, reads your content, gets a well-timed email and spots you in the press is far more likely to already feel familiar with you by the time they're ready to buy.
Why choose Imagine That for demand generation support?
No two businesses or sectors need exactly the same approach, which is why a generic, templated campaign rarely performs as well as one built specifically around your audience and goals.
Trusting a full-service marketing agency means that you can have brand coherence across all channels while also having a team of experts reviewing and analysing each strand of your strategy.
We can tailor our approach to your specific business, engaging with what actually appeals to your target audience rather than being locked into strict templates or generic approaches.
Our team can offer you vital marketing insights to ensure that you get the most out of your demand generation strategy and will continually research what works in your specific sector.
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FAQs
Referrals feel reliable right up until they slow down and by then it’s too late to start building an alternative. Firms lose their best introducers to retirement, competitors, or their own clients’ changing needs. When that happens without another channel already warmed up, new business slows with it. The businesses that keep growing are usually the ones already visible to people who haven’t started looking yet.
Demand generation builds awareness and trust with people before they’re ready to buy, so your business is already familiar by the time they are. Lead generation captures people who are already actively looking. Most businesses need both, but they behave differently and shouldn’t be judged against the same measures – see how lead generation works for the capture side of that equation.
There’s no single channel to make demand generation work. The right combination of advertising, organic content, email and PR depends on your audience and where they already spend their attention, which is why a generic, one-channel campaign rarely performs as well as one built around your specific market.
Treating it like a performance channel and pulling the budget the moment enquiries don’t appear straight away. That’s a bit like judging an elephant on how well it climbs trees – it’ll fail every time because you’re testing the wrong skill. Demand generation sits upstream of lead generation. Its job is to build a reputation for solving your customer’s problem before they’ve started looking for a solution. Reputation-building is also where you find out whether your service resonates with the audience you’re aiming it at.
This is the right question to ask. Demand generation isn’t judged the same way as PPC or SEO, where a click or a ranking gives you a direct number. Instead, you should expect to see rising brand search volume, more direct traffic and stronger engagement across the channels you’re active in, building toward more and better enquiries over time. Ongoing analytics and reporting are standard on every campaign, so you can see movement as it happens.
That’s a fair thing to be sceptical of, especially with a channel that’s harder to prove than PPC or SEO. The difference starts before the campaign runs: we build the strategy around your specific audience and goals first, then continually optimise targeting, spend and channel mix as it plays out, so you can see what’s improving and why. We do not insist that you trust the process without having clear data to guide your way.
No. PPC and SEO capture people who are already searching. Content marketing is one channel that can support demand generation, but on its own it isn’t a strategy. Demand generation coordinates several channels, so someone who sees your name in an ad, reads your content, gets a well-timed email and spots you in the press builds a rounded impression of your business well before they’re ready to enquire.
Longer than PPC, and that’s by design. Demand generation is building a reputation beyond a single campaign. It works to convince people that you can solve their problem before they’ve started looking for a solution. Early movement shows up in awareness and engagement metrics before it shows up in enquiries.
Yes – this is one of the situations it suits best. If you already have referral flow and visibility in your core market but are moving into a new specialism or geography, you’re effectively starting from zero awareness there, which is exactly the gap demand generation is built to close.
Speak to the team about your current channels and where new business is coming from now. They’ll build a strategy around your specific audience.