10 Books to Step Up Your Demand Generation Game in 2024

An illustration of a man "Step Up" walking up a set of stairs.
Demand generation can be hard to nail down. It’s not as simple as generating leads. To get you started on your long term goals, we’ve compiled a list of top-notch books to help you step up your demand gen game in 2024.

Demand generation can be hard to nail down. It’s not as simple as generating leads. In fact, to be successful at demand gen, you have to be able to play the long game by making a marketing strategy that predicts what’s going to happen next in an ever changing market.

It’d be nice if we had a crystal ball, but we aren’t that lucky. Instead, we have the next best thing, the experience of thought leaders who know how to make a solid demand generation approach.

To get you started on your long term goals, we’ve compiled a list of top-notch books to help you step up your demand gen game in 2024.

The 1 - page marketing plan audiobook cover art helps businesses Step Up their demand generation and stand out from the crowd.

The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand Out From The Crowd by Allan Dib

Do you make random acts of marketing, or do you have a plan for your strategy? You don’t need a lengthy outline. You can make a solid plan in only 1-page. Create a thorough plan simply and quickly by following The 1-Page Marketing Plan. Map out your own marketing plan and grow your business fast!   

Step up your demand generation with The Ultimate Sales Machine book's cover art.

The Ultimate Sales Machine by Chet Holmes and Amanda Holmes 

You can hear all the advice for improving your performance, but unless you follow those suggestions to a T, you’ll end up reverting to your old habits. Instead of waiting for the next shiny new program to come along, learn how to systematically change how you approach basic business practices with The Ultimate Sales Machine. This book focuses on small but impactful ways you can accomplish more of your goals.

The sales acceleration formula book by Mark Roberts combines game-like techniques with demand generation strategies to boost sales.

The Sales Acceleration Formula: Using Data, Technology, and Inbound Selling to Go from $0 to $100 Million by Mark Roberge

Ditch the traditional methods for scaling revenue and start using metrics-driven and process-oriented ones. Developed by MIT alum Mark Roberge, The Sales Acceleration Formula reveals the recipe for success in all areas of business: hiring, sales training, demand generation, and sales management. Turn your organization into the next $100 million success story with these incredible formulas.  

Data driven marketing book featuring the 15 metrics everyone in marketing should know for demand generation.

Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know, by Mark Jeffery 

Marketing can no longer throw things at the wall and hope it sticks. Marketing needs to prove they’re working effectively as budgets get tighter. Data-Driven Marketing includes a wealth of knowledge, such as the latest research into ( Return on Marketing Investment (ROMI), the 15 metrics every marketer needs to know, and a free downloadable ROMI template for every example in the book. Create a rigorous, data-driven approach to Marketing at your organization.

Step Up your demand generation game with the captivating cover of Content Inc. book.

Content Inc., Second Edition: Start a Content-First Business, Build a Massive Audience and Become Radically Successful (With Little to No Money) by Joe Pulizzi 

Your content strategy works best when it’s focused. If you’re trying to catch the attention of too many audiences or cover too many topics, you’ll spread yourself too thin. But there’s a more effective way. Content, Inc. walks you through every step of building a path to success, including updated information for incorporating newer platforms like SnapChat and TikTok. By changing how you develop content, you’ll build a dedicated audience for both your content and your product.

The step up in demand generation for un marketing books.

UnMarketing: Everything Has Changed and Nothing is Different by Scott Stratten and Alison Stratten

Marketing touts that we’re always innovating, but often we fall back into old, bad habits, even going so far as to use the methods we hate being used on us! It’s time to unlearn the bad strategies and start making moves that put you above the competition. UnMarketing reteaches the basics, including content, video, podcasting, social media, and so much more. Create better relationships with your customers by giving them an experience they actually want. 

Selling books is hard, but buying them can be even harder.

Selling Is Hard. Buying Is Harder: How Buyer Enablement Drives Digital Sales and Shortens the Sales Cycle by Garin Hess

Buyers are now in charge of the selling process. With more and more buyers looking for a B2C experience from the B2B world, you can’t rely on the traditional sales-focused strategies you’ve used in the past. Flipping the script to put buyers at the center enables them to make better choices faster. With Selling is Hard. Buying is Harder. you’ll get a full breakdown of what buyer enablement is, how to implement it in your own organization and create a smooth buying process for everyone involved. 

Lead generation for the complex sale in the Demand Generation Game.

Lead Generation for the Complex Sale by Brian Carroll 

Lead generation is always tricky, but it doesn’t have to be. Lead Generation for the Complex Sale breaks down the strategies you need to accelerate growth and win new customers. It breaks down step-by-step everything you need to create a competitive, long-term plan to pull in the customers you want. 

A book cover featuring a row of light bulbs that embodies the concept of "demand generation.

Driving Demand: Transforming B2B Marketing to Meet the Needs of the Modern Buyer, by Carlos Hidalgo

Unlock the secrets to B2B Demand Generation transformation with Carlos Hidalgo’s comprehensive roadmap. Driving Demand lays out a clear framework for implementing effective change management, drawing on inspiring case studies and proven strategies from successful ANNUITAS clients. Drive demand for your business by meeting the needs of the modern buyer.

"Manufacturing demand, a book by David Lewis, presents the principles of successful lead management in the context of demand generation.

Manufacturing Demand by David Lewis 

Is your department running on hunches and intuition? Marketing can be hard to nail down unless you take a forward-looking approach that relies on analytics to drive strategy. That’s what David Lewis does in Manufacturing Demand. This book shows you how to build a demand-gen machine with actionable tips and real-world examples from leading companies making amazing results. Be part of the next generation of marketing.

Consensus is Intelligent Demo Automation that scales your presales function.