Glossary
Demand generation
Demand generation is the marketing work that makes buyers aware of a problem and interested in your solution, through content, events, ads and outbound, so more of them are ready to talk to sales.
What Is Demand Generation?
In short Demand generation covers the path from a buyer first hearing about a problem to asking for a demo.
It includes research and brand content, webinars, paid social, events, partner campaigns and, in many B2B teams, outbound sequences. Lead generation is the part of it that collects contact details.
It matters because most buyers in your market are not looking for a solution today. Demand generation builds familiarity before they are, so when the need comes up your company is already on the shortlist.
Demand Generation Example
Example: a cybersecurity vendor runs a quarterly program: a research report, a webinar on the findings, LinkedIn ads to 2,000 target accounts and an email sequence to the security leads at those accounts. In this example the quarter produces 140 meetings and $1.2M in new pipeline.
Demand Generation in Practice
Teams judge it on pipeline, not lead counts: meetings booked, opportunities created and revenue sourced by channel. Outbound feeds it by reaching target accounts directly, often with the same message that works in the ads and content.
FAQ
What is the difference between demand generation and lead generation?
Demand generation creates interest in a problem and your solution. Lead generation captures contact details from people who already show interest. Lead generation is one part of demand generation.
What does a demand generation manager do?
They plan and run the programs that create pipeline: content, webinars, paid campaigns, events and often outbound. Most own a pipeline or meetings target and report results by channel.
What are examples of demand generation?
Research reports, webinars, podcasts, free tools, LinkedIn ads, events, partner co-marketing and outbound sequences to target accounts.
Is demand generation marketing or sales?
It usually sits in marketing, but it is measured on sales results like meetings, pipeline and revenue, so it works closely with sales development.
Do This in Ken
Do This in Ken
Campaigns runs the outbound part of a demand generation program: email and LinkedIn sequences to the accounts you also target with ads and content, with every reply collected in Inbox.
- Module
- Campaigns
- Open in Ken
- /features
The new Ken opens to the waiting list in batches.
Related
- GTM Glossary
Every GTM term, grouped by topic.
- Lead generation
- Inbound marketing
- Account-based marketing (ABM)
- Pipeline generation
- Marketing funnel
- Intent data
- Ken features
Sources
| Source | Checked |
|---|---|
| TechTarget: What is demand generation | |
| HubSpot: Demand generation vs. lead generation |
Changelog
- Page published.