7 Myths about Demand Generation - Destroyed

Myth 1: Demand Generation Is All About Leads

The real goal of demandgen is to create awareness, nurture interest, and guide prospects through the buyer’s journey—whether they convert today or six months from now.

Sure the desired result would be to publish an article and get 100 MQLs but this isn’t Hogwarts.

Myth 2: More Content = More Demand

Quality eats quantity for dinner. Invest in data-driven content that addresses your audience’s specific needs and interests. A single, well-researched whitepaper can outperform dozens of generic blog posts. Focus on formats that resonate with your audience, such as case studies, webinars, or interactive tools.

Myth 3: DemandGen Stops When a Lead Converts

Simply shift your focus to nurturing and supporting the buyer through the decision-making process through your activities.

And as we always say, collaborate with your sales team for Demand Gen too. Use their inputs to tune your content and make it resonate with the prospects brilliantly.

A well built Sales - Marketing alignment is the equivalent of a GTM Nascar Pit Crew.

Myth 4: DemandGen ROI Is Too Hard to Measure

With the right tools and strategy, measuring demand gen ROI is absolutely achievable. Use marketing automation platforms and CRMs to track metrics like lead quality, conversion rates, and pipeline influence. Attribution models can help connect campaigns to revenue, giving you clear insights into what’s working.

Myth 5: All Leads Are Created Equal

Leads vary in quality based on their engagement level, intent, and fit with your Ideal Customer Profile (ICP). Use lead scoring and intent data to prioritize high-value leads. A warm lead with strong intent will always outperform a cold list of random prospects.

And needless to say, leads that fit your ICP automatically should go into your ABM program.

Myth 6: Paid Advertising Is the Best Way to Generate Demand

A balanced strategy that combines paid, organic, and earned channels works best. SEO, thought leadership, content marketing, and social media engagement are cost-effective ways to generate sustainable demand over time. Paid ads should complement, not dominate, your strategy.

Pro Tip: Make ads out of your best performing pieces from organic channels. It’s already proven to resonate with your prospect audience.

Myth 7: DemandGen Success Is Immediate

Demand generation is a long-term strategy. It builds awareness, trust, and engagement over time, laying the foundation for future conversions. Campaigns should be measured over weeks or months, with success metrics evolving as the pipeline matures.

Don’t be in a hurry to cut off DG efforts just because the results don’t seem promising enough on Day 3.

If your colleague isn’t fully convinced about the value of DemandGen efforts, share this newsletter with them and see if it changes their mind. Even if it doesn’t work, at least the comic below might help them relieve some stress :-)