What is Demand Generation?

Definition

Demand generation (or « demand gen ») is a comprehensive, data-driven marketing strategy focused on creating awareness and interest in a company’s products or services. It’s a holistic approach that covers the entire customer lifecycle, from building initial brand recognition to nurturing leads and supporting customer retention. Unlike lead generation, which focuses on capturing contact information, demand generation aims to make potential buyers want to seek you out.

Examples

• Brand Awareness Campaigns: Running a video ad campaign on YouTube or LinkedIn that doesn’t ask for a form fill but tells a compelling story about the problem your company solves.
• Publishing Original Research: Creating a comprehensive « State of the Industry » report with unique data, making it a go-to resource for decision-makers.
• Hosting a Podcast or Webinar Series: Consistently producing valuable, ungated content that builds a loyal audience of potential customers over time.
• Freemium Product or Free Tools: Offering a valuable free version of your product (like HubSpot’s CRM) or a useful tool (like an ROI calculator) to attract and engage a wide audience.

Advantages/Benefits

• Creates a Long-Term Asset: Builds brand equity and an audience that trusts you, making all future marketing and sales efforts more effective.
• Makes Lead Generation Easier: When people already know and trust your brand, they are far more likely to engage with your lead generation offers (e.g., demo requests).
• Higher Quality Leads: Leads generated from a strong demand gen strategy are often more educated and have a higher intent to buy.
• Drives Sustainable Growth: Focuses on building a reliable, long-term engine for growth rather than relying on short-term tactics.

Related terms

• Inbound Marketing
• Brand Awareness
• Content Marketing
• Lead Generation
• MQL (Marketing Qualified Lead)
• Go-to-Market Strategy