Demand generation is a marketing strategy focused on creating awareness and interest for products or services. Doing so creates the demand for the products and services. It involves targeted campaigns and content aimed at nurturing potential customers in their buyer’s journey. This drives them towards engagement and conversion.

Use Cases of Demand Generation 

• Running educational webinars to attract leads and creating brand awareness..
• Creating downloadable resources like eBooks or whitepapers. Creating awareness of the products or the services they offer.
• Leveraging social media ads to increase brand visibility.
• Implementing email campaigns to nurture prospects and create interest in the upcoming products or services. 

Benefits of Demand Generation

• Builds strong brand awareness and trust.
• Generates high-quality, sales-ready leads.
• Aligns marketing and sales teams for seamless conversions.
• Accelerates customer acquisition and revenue growth.

Demand generation is essential for fueling business growth by building awareness, nurturing relationships, and guiding prospects toward conversion. A well-executed demand generation strategy has the potential to turn audiences into customers.

How does demand generation differ from lead generation?

Demand generation focuses on creating interest and awareness and is placed at the top of the sales funnel for the specific product or service of your business.  Whereas lead generation converts qualified leads to sales, it is placed at the bottom of the sales funnel.

How do you measure demand generation success?

The metrics that are used to measure the demand generation success are checking website traffic, engagement rates, lead quality, and pipeline contribution.