(Sorry for letting your comment languish in the spam folder.)

Thanks for your comments. I’ll try to answer your questions, but first I have to say that I don’t consider Google AdWords to be ‘Demand Generation’ — on the contrary, AdWords is about tapping into existing demand, not generating demand.

Is the broader market is mature or emerging?
>>> Consider the market mature.

Did the product build both primary demand and brand preference, or simply brand preference in an established market?
>>> Hmmm. Given my view on ‘demand generation,’ and given only these two choices, I’d say brand preference. But really what happened here is the product built a list of satisfied customers.

Is the broader market segmented enough to allow market extension through a revised offering or continually modified positioning?
>>> Yes.

I find this discussion interesting since many demand generation techniques, particularly Google adwords, often overlook the fundamental elements of marketing research; substituting immediate performance. And while immediate performance is critical, and rewarding, it provides limited visibility into broader issues, which are necessary to understand when the “what now” question arises.

In example, we don’t know, from the information you provided, if the broader market is mature or emerging. Did the product build both primary demand and brand preference, or simply brand preference in an established market? And, is the broader market segmented enough to allow market extension through a revised offering or continually modified positioning?

I don’t have time to write a treatise on these issues, but if you flesh out the broader issues, I am happy to wade back in and offer an additional two-cents.

John

While #4 has the strongest appeal for me personally, I’d go for #1.

You already have a list of customers and therefore creating an upsell and adding it to your funnel will generate an increase in the profit per customer without the need to buy more traffic.

John