What are the most common demand generation challenges in 2024?

By Cam Velasco

CEO & Co-Founder
Published: Mar 19, 2024
In 2024, businesses face significant demand generation challenges. In this article we'll explore which are the most common and strategies to overcome them.
The word 'DEMAND' spelled out with colorful cut-out letters pinned onto a blue felt board.

In 2024, businesses face significant demand generation challenges, including aligning sales and marketing efforts, hiring and retaining top talent, adapting to privacy regulations, creating content that converts, and navigating the digital and social media landscape.

This article offers solutions like implementing Account-Based Experience (ABX), balancing automation with human connections, and leveraging first-party intent data to overcome these hurdles.

  • Aligning Sales and Marketing Efforts: Essential for seamless customer experiences.
  • Hiring and Retaining Top Talent: Critical in a competitive job market.
  • Adapting to Privacy Regulations and Data Collection: Necessary for legal compliance and customer trust.
  • Creating Content That Converts: Key to engaging and converting leads.
  • Navigating the Shift to Digital and Social Media Platforms: Vital for reaching and engaging modern audiences.
1. Demand generation challenges: Aligning Sales and Marketing Efforts

Getting sales and marketing to work together is really important, but it’s also pretty hard for a lot of companies in 2024. Usually, the trouble starts because they have different goals, don’t talk to each other enough, and don’t share important customer information.

Here’s what businesses can do to help them get along better:

  • Make sure both sales and marketing agree on what they’re trying to achieve. They should know who is doing what, especially when it comes to getting people interested and making sales. This helps everyone understand how their work helps the company.
  • Use good CRM (customer relationship management) and marketing tools that both teams can access. When everyone can see the same customer data and insights, they can make better plans and messages.
  • Talk to each other a lot. Sales teams should tell marketing about what customers like or don’t like, and marketing should ask sales how their campaigns are doing.
  • Build a team culture that puts customers first. Both sales and marketing need to see things from each other’s point of view and work together.

When sales and marketing really work together, they can create better experiences for customers. This leads to the company growing faster, keeping more customers, and making more money.

2. Demand generation challenges: Hiring and Retaining Top Talent

Finding and keeping good marketing people is tougher than ever in 2024. Since everyone wants the best workers and is willing to pay more, businesses need to think outside the box to attract and keep the right team.

Here are some simple ways to do this:

Offer options to work from anywhere

  • A lot of top marketers now want to choose where they work. Letting them work fully from home or split their time between home and the office can make your job offer more attractive.

Talk about your company culture

  • People looking for jobs are interested in companies that care about their workers and the world. Share what makes your workplace special and any good things you do for society that might interest them.

Pay well

  • Even though a great workplace matters, how much you pay is still very important. Make sure your salaries and benefits are as good as or better than what others are offering, especially for jobs that need special skills.

Help them grow

  • People want to learn and get better at their jobs. Offering programs where they can learn from more experienced colleagues and chances to learn new things can help keep them around.

Use tools to cut down on boring tasks

  • Find ways to do the repetitive stuff with tools, like software for sending emails, managing leads, and understanding marketing data. This lets your team spend more time on the big-picture stuff.

By making some changes to how you find and support your marketing people, you can build a great team that can help your business keep up with the competition in 2024. The trick is to know what top workers want and show them how your company is a great place for that.

3. Adapting to Privacy Regulations and Data Collection

As rules about keeping customer information safe get stricter all over the world, businesses need to change how they gather data. By 2024, laws like GDPR in Europe and CCPA in the United States are becoming more common. These laws limit what companies can do with the information they collect about people.

Here are some ways businesses can still gather important information while following these rules:

  • Check how you handle data. Look at how you collect, keep, use, and share data to find any problems. Stop collecting data you don’t really need and make sure you’re handling data the right way.
  • Ask people before collecting their data. Make it clear that you’re asking for their permission to collect their data and tell them how you’ll use it. Also, make it easy for them to say no if they don’t want their data collected.
  • Only collect what you need. Don’t gather extra data just because. Keep only the data that’s necessary for your business and delete anything you don’t need anymore.
  • Make data anonymous if possible. Try to remove any details that could identify someone directly, or mix up the data a bit. This way, you can still use the data without risking someone’s privacy.
  • Keep data safe. Use tools like encryption and access controls to protect data from hackers. Train your employees on how to handle data safely and check regularly that everything is secure. Show your customers you’re serious about keeping their data safe.

Even with strict rules, you can still learn a lot about your customers. The trick is to only collect the data you really need, keep it safe, and be clear with people about what you’re doing with it. Companies that can do this well will keep their customers’ trust and still get the insights they need.

4. Demand generation challenges: Creating Content That Converts

Making content that really gets people to buy or sign up is super important in 2024. With so much info out there, people want stuff that speaks directly to them and is actually useful.

Here’s how to do it right:

Solve real problems
  • Find out what issues or questions your audience has. Then, create content that offers solutions or helpful advice.
Make it easy to find
  • Use common words people might search for in your content. Stick to SEO basics like using descriptions and organizing your content well.
Make it personal
  • Use data to customize your content for different groups of people, places, or industries. Talk about things they really care about.
Use pictures and videos
  • Graphics, charts, and videos can help explain tricky topics in a fun way.
Show you understand
  • Share your know-how in a simple, friendly way. Show you get what they’re going through.
Keep it straightforward
  • Make it super clear what you want the reader to do next, like sign up or download something. Don’t make it hard for them to take the next step.
Keep checking and improving
  • Test different types of content to see what works best. Use feedback and data to make your content even better over time.

By really thinking about your content and who it’s for, you can draw in more people and turn them into customers. The best content is both useful and easy to get into, creating a strong connection with your audience.

5. Navigating the Shift to Digital and Social Media Platforms

With more people hanging out online and on social media, there’s a big chance for businesses to grab their attention. But it’s not always easy. Here’s how you can make the most of it:

Use many ways to reach people

  • Since everyone’s online these days, you need to be there too, but in different ways. Make sure you’re showing up where your customers like to hang out, both online and in the real world. It’s all about making their experience with you smooth and connected.

Build your own online spots

  • Places like your blog or your social media pages are yours to control. Put effort into making these spots interesting so people want to come back.

Make it personal

  • Use what you know about your customers to make your messages just for them. Personal touches can make emails, websites, and ads more likely to get a response.

Keep learning

  • Things change fast in the digital world. Set aside time for you and your team to stay up-to-date with new tools and ways to talk to customers. Knowing the latest can help you get your message across better.

Focus on results

  • It’s not just about how many likes or followers you have. What really matters is how your online activities help bring in money. Make sure you’re tracking the right things to show how your efforts are paying off.

By being smart and staying flexible, you can make the most of the digital world to reach more customers. Always think about what your customers want and how you can meet them wherever they are.

Innovative Solutions to Overcome Demand Generation Challenges

To tackle the new problems in getting people interested in what you’re selling, businesses can try a few different things:

Implement Account-Based Experience (ABX)

  • ABX means giving special attention to important customers by making sure sales, marketing, and customer service all work together smoothly.
  • This approach helps make sales happen faster and keeps these valuable customers happy.
  • By using ABX, you make sure your messages are consistent and spot-on across all ways you talk to customers.

Balance Automation and Human Connections

  • Using tools to automate tasks is great for saving time, but it can’t replace the warmth of talking to a real person.
  • Mixing automated messages with real conversations from your team shows customers you really care.
  • Having regular, meaningful talks, alongside automated messages, lets customers know they’re important.

Leverage First-Party Intent Data

  • With new privacy rules making it harder to get data from others, using your own data from website visits or surveys is a good move.
  • This kind of data helps you understand what customers are looking for, letting you tailor your messages better.

By using these approaches, you can get past common problems in drawing in customers. Focusing on what customers want and how to make their experience better can help your business grow by building stronger connections with them.


As we move into 2024, the way businesses get people interested in their products is facing some big challenges. But, by focusing on the main problems and finding new ways to solve them, businesses can keep up and do well.

The Main Demand Generation Challenges

  • Getting the sales and marketing teams to work together is still tough for a lot of companies. Making sure they have the same goals, talk more, and share customer info can help them get on the same page.
  • To keep and attract the best workers, companies need to offer more than just good pay. Things like letting people work from anywhere, having a great work culture, and giving chances to learn and grow are important.
  • With stricter rules on customer data, businesses need to be careful about how they collect and use data. They should only collect what they need and make sure they have permission to use it.
  • Moving more into the online world has its ups and downs. Companies need to be everywhere their customers are but also make their messages personal.

Keys to Overcoming Demand Generation Challenges

  • Use account-based experience (ABX) to make sure all ways of reaching customers work well together.
  • Mix automated tools with real conversations to show customers you care.
  • Use your own data to understand what customers want and tailor your messages to them.

With focus, the ability to change, and putting customers first, businesses can keep up with the challenges in 2024 and beyond.

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Cam Velasco

CEO & Co-Founder

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