10 Best Demand Generation Channels for Marketers in 2024

In the ever-evolving landscape of digital marketing, identifying the most effective demand generation channels is crucial for driving growth and achieving business objectives. As we move into 2024, marketers must stay ahead of the curve by leveraging the latest and most impactful channels.

This article explores the top 10 demand generation channels that can help marketers optimize their strategies and maximize their results.

What Is Demand Generation?

Demand generation is a marketing strategy focused on creating and nurturing interest in a company’s products or services.

It encompasses a variety of tactics and channels to build awareness, attract potential customers, and drive engagement throughout the buyer’s journey. The ultimate goal of B2C and B2B demand generation is to generate high-quality leads that can be converted into loyal customers.

Demand Generation vs Lead Generation

Lead generation is the process of identifying and capturing potential customers’ information to convert them into sales prospects.

The key difference is that while a demand generation strategy focuses on creating awareness and interest, lead generation specifically targets gathering contact details to initiate direct sales conversations.

• Learn more about demand generation vs lead generation.

Now, let’s discuss the best demand generation channels.

1. Content Marketing

Content marketing involves creating and distributing valuable, relevant, and consistent content to attract and engage a target audience. This channel helps build brand authority, educate potential customers, and nurture relationships through various formats such as blogs, whitepapers, and eBooks.

Effective content marketing drives organic traffic, generates leads, and supports other demand generation efforts by providing useful information that addresses customer needs and pain points.

2. Email Marketing

Email marketing is a direct communication channel that involves sending targeted messages to a segmented audience to nurture leads and build relationships. It allows marketers to deliver personalized content, product updates, and promotional offers directly to a prospect’s inbox, fostering engagement and driving conversions.

Effective email marketing campaigns can significantly boost demand generation efforts by keeping the audience informed and engaged throughout the customer journey.

3. Social Media Marketing

Social media marketing leverages platforms like Facebook, LinkedIn, Instagram, and Twitter to promote brand awareness, engage with audiences, and drive traffic to your website. By creating and sharing compelling content, participating in conversations, and using targeted ads, marketers can reach and attract potential customers effectively.

This demand gen channel helps build a community around your brand and encourages user interaction and sharing.

• Learn how to measure demand generation.

4. Search Engine Optimization (SEO)

Search engine optimization (SEO) involves optimizing your website and content to rank higher in search engine results pages, thereby increasing organic visibility and attracting more traffic. By focusing on keyword research, on-page and off-page optimization, and quality content creation, SEO helps connect your brand with users actively searching for relevant information.

This channel supports demand generation by driving consistent, high-quality traffic from search engines, leading to increased brand exposure and lead generation.

5. Webinars

Webinars are live or recorded online events where experts share valuable insights, educate attendees, and engage with potential customers in real time. This interactive format allows marketers to showcase their expertise, demonstrate product value, and address audience questions directly.

As a demand generation channel, webinars effectively capture leads by requiring registration, thus providing a direct pipeline for nurturing and converting prospects.

6. Influencer Marketing

Influencer marketing involves partnering with influential individuals in your industry who have a large and engaged following. These influencers promote your brand, products, or services through their content, leveraging their credibility and reach to drive awareness and interest.

This demand gen channel effectively amplifies your message, expands your audience, and builds trust with potential customers through authentic endorsements.

• Need some inspiration? Check out these demand generation examples.

7. Affiliate Marketing

Affiliate marketing is a performance-based strategy where affiliates promote your products or services in exchange for a commission on sales generated through their efforts. Affiliates use various channels, such as blogs, social media, and email campaigns, to drive traffic and conversions.

This channel extends your reach and taps into new audiences by leveraging the affiliate’s established network and marketing expertise.

8. Events and Trade Shows

Events and trade shows are in-person or virtual gatherings where businesses showcase their products, network with industry professionals, and engage with potential customers. These events provide opportunities for direct interaction, product demonstrations, and face-to-face discussions, building trust and interest in your offerings.

As a demand generation channel, they help generate high-quality leads, increase brand visibility, and foster meaningful business relationships.

9. Podcasting

Podcasting involves creating and distributing audio content on various topics relevant to your audience, allowing listeners to consume information on-the-go. By offering insightful discussions, interviews, and industry news, podcasts help establish your brand as a thought leader and build a loyal following.

Podcasting enhances engagement and awareness, attracting new prospects and nurturing existing relationships through consistent, valuable content.

10. Connected TV Advertising

CTV advertising, a form of OTT advertising, involves delivering video ads through internet-connected television platforms, such as smart TVs and streaming devices. This channel allows for precise targeting and interactive streaming ads, enhancing engagement with a highly relevant audience.

As a demand generation channel, connected TV advertising platforms combine the broad reach of traditional television advertising with the precision of digital marketing, driving brand awareness and interest among a diverse and engaged viewer base.

Demand Generation Channels: Final Thoughts

In 2024, leveraging the right demand generation channels is essential for marketers aiming to drive growth and achieve business success. By incorporating a mix of strategies, from content marketing to connected TV advertising, businesses can effectively attract, engage, and convert potential customers.