Demand generation, also known as demand-gen, is a marketing process that focuses on increasing awareness and demand for a product or service. Its main goal is to generate high-quality leads and transform them into customers.

A robust demand generation program will achieve this goal by producing engaging, high-quality content that covers every touchpoint during a buyer’s journey, from building awareness and growing a brand’s audience all the way through to customer retention.

It can be broken down into four parts:

·         Brand awareness — e.g., social media, public relations, brand identity

·         Inbound marketing — e.g., blogging, SEO, paid advertising, lead generation

·         Sales enablement — e.g., case studies, testimonials, FAQs

·         Customer retention — e.g., customer support, upselling, customer surveys

By following the demand generation process, brands can create and accelerate a predictable flow of leads which sales teams can then focus on converting into customers.

Demand-Generation Explained:

Demand Generation FAQs

What is demand generation?

Demand generation is a marketing strategy focused on creating awareness and interest in a company’s products or services, to generate new leads and drive revenue. It uses various tactics aimed at building and nurturing customer interest throughout the buyer’s journey.

What are the components of demand generation? 

Content marketing, email campaigns, social media marketing, webinars and events, search engine optimization (SEO), pay-per-click (PPC) advertising, and account-based marketing (ABM).

How does demand generation differ from lead generation? 

Demand generation encompasses a broader set of activities aimed at creating overall market interest and brand awareness, while lead generation specifically focuses on capturing and nurturing potential customers’ contact information and moving them through the sales funnel.