Demand Generation

Video Production Ads Commercial Company 241
Video Production, Customer Loyalty, Demand Generation

Persuasion: Strategies for Effective Conversion Rate

In the competitive landscape of online marketing, the art of persuasion reigns supreme. From leveraging the scarcity principle to harnessing the authority bias, successful businesses employ a myriad of techniques to drive conversions and foster customer loyalty. Let’s delve into these strategies, dissecting their nuances and exploring how they can propel your business to new heights.

  1. The Scarcity Principle: The scarcity principle is a potent force in consumer psychology, driving individuals to crave what appears limited or exclusive. Whether it’s showcasing dwindling stock quantities or offering limited editions, businesses capitalize on scarcity to incite urgency and spur immediate action. Thalita Ferraz, owner of, underscores the effectiveness of this tactic, emphasizing the success she’s achieved through limited product runs. However, it’s essential to steer clear of faux scarcity, as authenticity is paramount in fostering trust with consumers.
  2. The Authority Bias: Humans are hardwired to defer to authority figures, placing significant weight on their opinions and recommendations. By incorporating quotes from industry experts, backing claims with robust data, and establishing themselves as authoritative voices within their respective niches, businesses can cultivate credibility and sway consumer decisions. While association with reputable third-party entities can enhance credibility, building one’s own authority through expertise and thought leadership yields even greater influence over consumer behavior.
  3. Commitment and Consistency: The principle of commitment and consistency underscores the human tendency to uphold decisions once made, paving the way for incremental conversions. By orchestrating small affirmative actions, such as email newsletter sign-ups, businesses lay the groundwork for future engagement and larger purchase decisions. Streamlining the opt-in process and guiding subscribers through subsequent interactions further solidify commitment, enabling businesses to glean valuable insights and tailor their marketing efforts accordingly.
  4. The Liking Principle: Affinity plays a pivotal role in consumer decision-making, with likability serving as a potent catalyst for conversions. Businesses can enhance likability through personable copywriting, incorporating team photos, and infusing their brand with personality. By fostering genuine connections and resonating with their target audience, brands can foster trust and goodwill, thereby increasing the likelihood of conversion.
  5. The Social Influence Factor: Social proof holds sway over consumer perceptions and actions, with individuals often mirroring the behaviors of their peers or admired figures. Through strategic deployment of customer reviews, testimonials, and user-generated content, businesses can instill confidence in prospective buyers and alleviate purchase hesitancy. Highlighting product popularity and showcasing real-life success stories serve as powerful endorsements, nudging consumers towards conversion.
  6. The IKEA Effect: Named after the renowned furniture retailer, the IKEA effect underscores the notion that individuals assign greater value to products they’ve played a role in creating or customizing. By empowering customers to personalize their purchases or engage in co-creation processes, businesses foster a sense of ownership and attachment, thereby enhancing perceived value and driving conversions.
  7. The Ellsberg Paradox: Rooted in decision-making psychology, the Ellsberg Paradox sheds light on consumers’ aversion to uncertainty and risk. To assuage apprehensions and bolster conversions, businesses must articulate clear guarantees, provide detailed product descriptions, and offer transparent pricing structures. By instilling confidence and minimizing perceived risk, brands can instigate decisive action and propel prospects towards conversion.
Video Production Ads Commercial Company 247
Video Production Ads Commercial Company 247

In essence, conversion rate optimization represents a multifaceted endeavor, encompassing strategic persuasion tactics, user-centric design principles, and data-driven analysis. By mastering the art of persuasion and aligning their efforts with consumer psychology, businesses can unlock untapped potential, drive higher conversion rates, and chart a course towards sustained growth and success in the competitive digital landscape.

Video Production Ads Commercial Company 242
Creative Film Production, Video Services, TV Commercial Video Production, Content Marketing, Demand Generation, Marketing Campaign, Demand Generation Agency

Choosing a Demand Generation Agency | Modern Marketing



In today’s fast-paced and highly competitive business landscape, companies are constantly seeking ways to connect with potential customers and drive revenue. One of the most effective strategies to achieve this is through demand generation. But what exactly is demand generation, and how can businesses leverage the expertise of a demand generation agency to enhance their marketing efforts? This article dives deep into demand generation, the role of demand generation agencies, and real-world examples of their success.

Demand Generation Defined

Demand generation is a comprehensive approach to marketing and sales that focuses on creating awareness and interest in a company’s products or services. It’s about generating demand for your offerings in a way that nurtures potential customers from initial awareness through to conversion. Demand generation is not just about getting leads; it’s about cultivating a sustainable pipeline of engaged prospects.

Demand Generation vs. Lead Generation

Before we delve further, it’s essential to clarify the difference between demand generation and lead generation. While lead generation focuses primarily on identifying and acquiring potential customers, demand generation encompasses the entire customer journey. It involves various strategies such as content marketing, SEO, email marketing, social media, and more.

The Role of a Demand Generation Agency

Demand generation agencies play a pivotal role in helping businesses strategize, execute, and optimize their demand generation efforts. These agencies employ experts who understand the intricacies of demand generation, allowing businesses to benefit from their knowledge and experience.

Real-World Success Stories

Now, let’s take a look at some real-world companies that have harnessed the power of demand generation agencies to achieve outstanding results:

  1. HubSpot: HubSpot, a leading inbound marketing and sales platform, is an excellent example of a company that mastered demand generation. Their content marketing strategies, combined with effective email campaigns and SEO optimization, have propelled them to success.
  2. Salesforce: Salesforce, a customer relationship management (CRM) giant, has been a pioneer in demand generation. They utilize a variety of strategies, including webinars, whitepapers, and thought leadership content, to engage potential customers.
  3. Adobe: Adobe, renowned for its creative software, leverages demand generation to reach a broad audience. They employ a mix of content marketing, influencer partnerships, and targeted advertising to engage and convert prospects.

Demand Generation Best Practices

For businesses looking to maximize the impact of demand generation, here are some best practices:

  • Content is King: High-quality, informative, and engaging content is at the heart of effective demand generation. Create content that addresses your target audience’s pain points and provides solutions.
  • Multi-Channel Approach: Utilize multiple marketing channels to reach a wider audience. This includes email marketing, social media, content marketing, and paid advertising.
  • Data-Driven Decisions: Analyze and use data to refine your demand generation strategies continually. Data insights can help you understand what’s working and what needs improvement.
  • Personalization: Tailor your messaging to the specific needs and preferences of your target audience. Personalization increases engagement and conversion rates.


Demand generation is a critical component of modern marketing, and it’s not limited to large corporations. Small and medium-sized businesses can also benefit from demand generation strategies. Partnering with a demand generation agency can provide the expertise and experience necessary to create and execute successful campaigns. As we’ve seen through the real-world examples of companies like HubSpot, Salesforce, and Adobe, effective demand generation can lead to significant growth and success.

The Essential Demand Generation Marketing Toolkit


Demand generation marketing is a multifaceted approach to creating and nurturing customer interest in your products or services. To excel in this field, marketers need the right tools at their disposal. In this article, we explore the demand generation marketing toolkit, a collection of essential resources that enable businesses to engage potential customers effectively.

Understanding Demand Generation Marketing

Demand generation marketing is about more than just acquiring leads; it’s a strategic process designed to create awareness, interest, and demand for your offerings. To achieve success, marketers need a well-rounded toolkit that encompasses various tactics and technologies.

The Demand Generation Marketing Toolkit

Here are some of the tools that are indispensable in a demand generation marketer’s arsenal:

1. Content Management System (CMS):

  • Real-World Example: WordPress is a popular CMS that allows businesses to create, manage, and optimize their content effectively.

2. Customer Relationship Management (CRM) Software:

  • Real-World Example: Salesforce, a leading CRM solution, helps businesses manage customer data and interactions, essential for understanding and nurturing leads.

3. Email Marketing Platforms:

  • Real-World Example: Mailchimp provides a user-friendly platform for creating and managing email campaigns, a crucial element of demand generation.

4. Social Media Management Tools:

  • Real-World Example: Hootsuite streamlines social media posting and tracking, enabling marketers to engage with a broader audience.

5. Search Engine Optimization (SEO) Tools:

  • Real-World Example: SEMrush is a comprehensive SEO tool that allows businesses to optimize their online presence and content.

6. Marketing Automation Software:

  • Real-World Example: Marketo is a robust marketing automation platform that helps businesses streamline their marketing efforts and nurture leads effectively.

7. Content Creation Tools:

  • Real-World Example: Canva is an easy-to-use graphic design tool that aids in creating engaging visuals for marketing campaigns.

8. Analytics and Reporting Platforms:

  • Real-World Example: Google Analytics provides detailed insights into website traffic, user behavior, and conversion rates.

9. Email List Building Tools:

  • Real-World Example: OptinMonster is a tool that helps businesses create effective email capture forms and grow their subscriber lists.

10. Landing Page Builders:

  • Real-World Example: Unbounce is a popular landing page builder that allows businesses to create and test landing pages for lead generation campaigns.

11. Marketing Attribution Software:

  • Real-World Example: Bizible is a marketing attribution solution that helps businesses understand how various marketing touchpoints contribute to conversions.

12. A/B Testing Platforms:

  • Real-World Example: Optimizely is an A/B testing tool that enables businesses to experiment with different versions of web pages, emails, and ads to optimize performance.

Demand Generation Marketing Best Practices

Incorporating the right tools into your demand generation marketing toolkit is essential, but it’s equally important to follow best practices:

  • Targeted Messaging: Tailor your content and messaging to address the specific needs and pain points of your target audience.
  • Multi-Channel Approach: Utilize a variety of marketing channels to reach your audience, including email, social media, content marketing, and paid advertising.
  • Lead Nurturing: Develop a strategy to nurture leads through personalized communication and content.
  • Data-Driven Decision-Making: Regularly analyze data to refine your strategies, focusing on what works and what needs improvement.


The demand generation marketing toolkit is an integral part of any marketer’s success. With the right tools and a commitment to best practices, businesses can effectively engage potential customers, nurture leads, and drive revenue. As we’ve seen in real-world examples, companies that leverage these tools strategically can achieve remarkable success in their demand generation efforts.

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marketing director, Video Branding, Video Company Near Me, Michael Zeligs, Product Marketing, Demand Generation, Content Manager

Michael Zeligs, MST | Marketing Director, Managing Producer – StartMotionMedia

We help clients write humanistic videos and campaigns, so you can easily connect to prospects, instantly creating more buzz and loyalty for your product.


“The marketing team realized, that there was a huge opportunity to build highly polished messages,  creating non-traditional personalized content, and leveraging motion and emerging channels, for reaching new prospects. The video assets, and the guidance how to use them, has proved Start Motion Media to be the outlier, in a marketing industry suffused with noise.”

-Marketing Director, Managing Producer Michael Zeligs

(From a 2018 interview, regarding the Baubax brand success, utilizing Direct Response Social Videos, with Primary Inbox managed communications, and video preview drip campaigns for converting early advisors & investors, who would later become accounts.)

Personalized Video

About Content and Product Marketing (Corporate Communications)

    1. Market Research: Conducting in-depth research on target markets, customer needs, and industry trends.
    2. Competitive Analysis: Assessing competitors’ strengths, weaknesses, and market positioning.
    3. Product Positioning: Crafting a compelling value proposition and positioning strategy for the product.
    4. Go-to-Market (GTM) Strategy: Developing a comprehensive plan for product launch and market entry.
    5. Pricing Strategy: Determining optimal pricing models based on market analysis and value perception.
    6. Marketing Collateral Creation: Designing sales materials, product brochures, and other promotional content.
    7. Messaging and Copywriting: Creating persuasive messaging and copy for marketing campaigns.
    8. Digital Marketing: Developing online marketing strategies, including social media, email, and content marketing.
    9. Branding and Identity: Assisting with brand development and defining the product’s brand identity.
    10. Product Launch Management: Orchestrating the product launch process and coordinating cross-functional teams.
    11. Sales Enablement: Equipping sales teams with tools, training, and resources to drive product adoption.
    12. Customer Segmentation: Identifying key customer segments and tailoring marketing efforts accordingly.
    13. Marketing Analytics: Tracking and analyzing marketing performance, using data to optimize campaigns.
    14. Customer Feedback and Insights: Gathering customer feedback to iterate and improve the product.
    15. Post-Launch Support: Providing ongoing marketing support and evaluating the product’s success in the market.



Michael J Zeligs is a Content Director and Product Marketing Specialist, creative writer, multi-media director, senior editor, and narrative communications specialist, with extensive experience in the field of customer research and product marketing. Currently serving as the Integrated B2B Marketing Content & Strategy Lead at Terabase, Michael is the Project Manager of Contract Video, Content, and Product Marketing from Start Motion Media.

Education & Research: Michael studied inter-media at Stanford University during 2015-2010 where he pursued a MST degree at the Center for Computer Media and Acoustics, bridging the worlds of composition, computer science, signal processing, and HCI experience design, with cinematic music and video post processing modalities. Michael was involved with publishing original content in journalism, climate communications, technology communications, and creative writing along with pioneering the first HD resolution marketing post-processing systems for live mixing and projected display of videos, as the director controlled the interactive video exhibit (2008-2015).

As a Product Marketer and Brand Strategist, Michael utilizes his history of communcations, creative writing, and media production, to bring a wealth of expertise in guiding a team of creators to create in-bound and demand-centered B2C Brand content. Michael also develops lazer focused verticals for high-value customers, conducting ABM (Account Based Marketing) for top B2B companies. Michael is known for easily creating an exceptional variety of wide-band assets, and being able to concisely explain a products features to potential customers.

Michael’s passion for creating compelling long-form editorial narratives, and and the ability to execute themes across long-term editorial strategies, helps drive impact to the market story environment. Be the author of your field solution, providing value to the prospect.

Michael leads persuasive storytelling initiatives (Editorial, Creative, and Motion-Digital) for corporations and brands across the Clean Energy, SaaS, B2B Hardware, and E-commerce Retail industries, wile leveraging all integrated marketing channels to implement successful branded content communication strategy, Michael has consistently contributed to the growth and success of the organizations he has worked with.

In his role as the Customer and Product Marketing Manager, Michael takes on the responsibility of developing and executing comprehensive marketing campaigns that resonate with target audiences, drive engagement, and ultimately generate substantial revenue. His strategic approach and keen understanding of market dynamics enable him to create impactful content that captures attention, builds brand awareness, and promotes client offerings across multiple platforms.

Michael is recognized for his ability to leverage omni-channel content,  using a combination of videos, images,  and narratives to drive over $1B in platform sales for clients over the last 8 years. By utilizing a variety of channels such as social media, email marketing, search engine optimization (SEM), paid advertising, email automation, and integrated content marketing, he maximizes the reach and impact of marketing initiatives. Michael is well-versed in understanding the unique needs of diverse client industries and tailoring marketing strategies accordingly, resulting in significant returns on investment.

As a communications and content manager, Michael excels in crafting compelling messages and captivating stories that resonate with target audiences. He possesses a deep understanding of consumer behavior, market trends, and industry dynamics, which he incorporates into his marketing campaigns to effectively communicate the value and benefits of client products or services.

Michael is a natural collaborator and leader, fostering strong relationships with cross-functional teams to ensure seamless execution of marketing campaigns. He demonstrates exceptional organizational skills, attention to detail, and the ability to manage multiple projects simultaneously, all while meeting deadlines and delivering exceptional results.

With a commitment to continuous learning and staying up-to-date with the latest marketing trends and technologies, Michael remains at the forefront of the industry. His dedication to excellence, combined with his passion for driving success for clients, makes him an invaluable asset to Start Motion Media and the clients they serve.

Product Marketing means being a results-oriented communicator,  specializing in the customer. Michael’s expertise, strategic mindset, and unconventional approach to marketing, make him an invaluable remote asset in any marketing team.