Best Practice Report

Defining Demand Programs

Demand Marketing Programs Activate, Validate, And Accelerate Demand

March 24th, 2022
With contributors:
Lisa Nakano , Erin Rampey , Carrie Rediker , Alaina Ladd , Arianne Burnette


Successful demand marketing programs require the alignment of demand objectives, activities, and success metrics. A demand program has a defined audience and organizes a set of inbound and outbound tactics to achieve a quantifiable objective to activate, validate, or accelerate demand. Demand program objectives are aligned to campaigns and B2B Revenue Waterfall stages to find and progress buying group members as opportunities move through the waterfall. In this report, we examine the purpose, definition, development, objectives, tactics, and measurement of demand programs.

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