The Business Engineer

generating demand

Published 4 months ago • 10 min read

In the tech-driven start-up world, we focus a lot on the practical side of things (which is fine), but we overlook the other side: demand generation. Demand generation is the essence of any marketing strategy and the foundation of an impressive business... The master of demand generation is Nike, which invented influencer marketing when it didn't have a name! Back in the 1970s, Nike closed its first deal. The company paid $5,000 to distance runner Steve Prefontaine to run in the company's...

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