Establishing an Effective Demand Generation Function – A Guide for Senior Marketing Managers

Establishing an Effective Demand Generation Function – A Guide for Senior Marketing Managers

As a Senior Marketing Manager, you understand the crucial role of Demand Generation in driving business growth. Whether you’re considering building a new Demand Generation function or enhancing an existing one, the decision between building it internally or partnering with an agency requires careful consideration. In this guide, we will explore the key factors of a successful Demand Generation Strategy to help you make an informed choice.

Step 1: Assess Your Resources and Expertise

Before making a decision, evaluate your team’s current capabilities and expertise in Demand Generation Strategy. Consider the following questions:

  • Do you have in-house marketing experts with hands-on experience in Demand Generation activities like inbound marketing, social media management, and email campaigns?
  • Does your team possess a deep understanding of Demand Generation Strategy and Sales KPIs to drive results at every level?
  • Can your team handle both the strategic and operational aspects of Demand Generation effectively?
  • Are your team members skilled in data analytics, content creation, and campaign execution?
  • Do you have sufficient resources to invest in marketing automation solutions and other tools?

Step 2: Define Your Growth Goals and Timeline

Determine your company’s growth objectives and the timeline within which you aim to achieve them. Consider the scale of growth you want to achieve, whether it’s incremental or aggressive, and the resources required to meet those goals. This will help you align your Demand Generation strategy with your company’s overall vision.

Step 3: Analyse Internal vs. Agency Costs

Compare the costs associated with building an internal Demand Generation team versus partnering with an agency. Consider factors such as hiring and training expenses, salaries, benefits, marketing tools, and technology investments. Compare these costs with the pricing and services offered by reputable Demand Generation agencies to understand the financial implications of each option.

Step 4: Evaluate Expertise and Experience

If you decide to work with an agency, conduct thorough research to find the right partner. Look for an agency with a proven track record in Demand Generation, particularly within your industry. Consider their experience in executing successful campaigns, expertise in marketing automation, and ability to deliver results that align with your growth goals.

Step 5: Balance Between Control and Flexibility

Consider the level of control you want to have over your Demand Generation efforts. Building an internal team gives you more control over the day-to-day operations and strategic decisions. On the other hand, working with an agency provides flexibility and access to a diverse range of skills and expertise.

Step 6: Long-Term Vision

When deciding between building internally or partnering with an agency, think about your long-term vision. Evaluate whether your company’s needs are best served by a permanent in-house team or if the flexibility and specialised expertise offered by an agency are more suitable for your growth plans.

Establishing an effective Demand Generation function is a pivotal step in achieving your company’s growth objectives. By carefully considering your resources, growth goals, expertise, costs, and long-term vision, you can make an informed decision on whether to build the function internally or partner with a specialised agency.

Whichever path you choose, remember that the success of your Demand Generation efforts relies on alignment with your company’s vision, customer-centric approach, and dedication to delivering valuable and engaging content to your target audience.

The Role of Demand Generation Agency:

At Emarkable, we take pride in offering a comprehensive suite of services to manage and optimise the strategic and operational aspects of Demand Generation across various critical areas.

Here’s what you can expect:


  • Generate and nurture leads through compelling calls-to-action, landing pages, and lead-generation content.
  • Implement a highly targeted content marketing strategy to attract a qualified audience to your owned properties.
  • Optimise marketing automation and lead nurturing processes through email, content, and social channels.
  • Establish closed-loop analytics to convert inbound marketing activity into customers, continuously refining the conversion process.


  • Manage your company’s social media profiles effectively.
  • Create shareable and engaging content to enhance your brand presence and reach new audiences.
  • Monitor and participate in relevant social discussions, gaining insights from existing leads, customers, and potential buyers.
  • Execute social promotions and campaigns, tracking their success and exploring new avenues for audience engagement.

Website & Online:

  • Take full charge of your website, developing a robust website traffic plan with performance goals and benchmarks.
  • Deploy online marketing campaigns encompassing retargeting, banner ads, and A/B testing protocols.

Email Campaign Management:

  • Skillfully manage email campaigns, including template designs, calls-to-action, and content.
  • Segment email lists based on user behaviour to optimise lead nurturing workflows.
  • Measure and optimise results to convert leads into valuable customers.

Marketing Operations:

  • Efficiently manage all marketing operations, including document management, version control, budget management, and marketing schedules.

Emarkable Skills & Experience:

With Emarkable as your Demand Generation agency, you gain access to the following exceptional skills and expertise:

  • A highly passionate and results-driven team with a track record of driving top-of-the-funnel traffic.
  • Hands-on experience across all Demand Generation activities.
  • In-depth knowledge of Demand Generation and Sales KPIs.
  • The ability to handle both strategic and operational aspects of Demand Generation.
  • Innovative and creative thinking for effective campaign execution.
  • Superior analytical skills, attention to detail, and organisational efficiency.
  • Excellent communication skills and the ability to influence across all levels.
  • Over 20 years of experience in high-growth environments with a content-led inbound and outbound approach to fuel scaling.
  • Expertise in utilising marketing automation solutions.

Why Choose Emarkable:

  • Proven Demand Generation Expertise:
    • Emarkable has a track record of driving top-of-the-funnel traffic and nurturing leads effectively.
  • Holistic Approach:
    •  Our agency takes on both strategic and operational aspects to deliver results at every level.
  • Creative Solutions:
    • We think innovatively and execute creatively to craft engaging and impactful campaigns.
  • Customer-Centric Orientation:
    • Our team is customer-focused and eager to provide excellent service at every step.
  • Trusted Expertise:
    • With over 20 years of experience, we understand the dynamics of high-growth environments and know what it takes to fuel scaling through Demand Generation.

At Emarkable, we are passionate about driving your growth through Demand Generation. If you’re ready to transform your business, partner with us, and let our expertise take your scaling strategy to new heights.

Contact us today to embark on this exciting journey of growth together.

Sean Dempsey

With over a decade of experience, Sean is an amazing, data-driven inbound marketer who will manage the majority of the marketing funnel for your company. Sean attracts site traffic, converting that traffic into new leads for your business and nurturing those leads to close into customers. Contact Sean about Inbound Marketing.