When it comes to demand generation, many businesses focus solely on attracting and nurturing customers. However, it’s equally important to recognize the power of demand generation in building and maintaining a strong partner network. By implementing effective demand generation programs tailored to your partners, you can strengthen relationships, drive mutual success, and unlock new growth opportunities.

Building long-lasting relationships with buyers is essential for boosting your company’s ROI. Yet 61% of marketers say generating traffic and leads is their top challenge.
The buyer journey isn’t straightforward—in fact, 90% of buyers loop back and repeat different tasks more than once throughout the whole process. That’s why every demand generation strategy needs an omnichannel approach to target your ideal buyers at each point of need.

Only around 5% of leads may be in market at any point in time. That’s why prospects need nurturing to help them progress down the sales funnel before they’re ready to buy. To put it simply, lead nurturing helps marketers continue to educate, inform and build solid relationships with B2B leads at every stage of the buyer’s journey, answering their questions before they make a purchase decision.