Sales glossaryDemand generation

What is demand generation in sales?

Busy? Here's the short answer:

Demand Generation is the marketing strategies and activities aimed at creating demand (awareness and interest) for a product or service among potential customers.

What is Demand Generation?

Demand generation is a critical aspect of marketing aimed at creating awareness and interest in a product or service among potential customers. It involves a series of strategic marketing activities designed to generate demand and attract prospects into the sales funnel. The ultimate goal of demand generation is to nurture and convert these prospects into paying customers.

Demand generation encompasses a wide range of marketing tactics, such as content marketing, email campaigns, social media advertising, webinars, and SEO, among others. These strategies work cohesively to engage with potential customers at different stages of their buying journey, from initial awareness to consideration and decision-making.

Key Takeaways:

  • Demand generation is a marketing strategy focused on creating awareness and interest in a product or service.
  • It involves a series of marketing activities designed to attract prospects and convert them into customers.
  • Various tactics, such as content marketing and social media advertising, are used to engage potential customers throughout their buying journey.

The Importance of Demand Generation

Demand generation plays a pivotal role in driving business growth and success. Here's why it's essential for companies:

1. Creating Brand Awareness

In a competitive market, standing out from the crowd is crucial. Demand generation activities help build brand awareness, making potential customers aware of the product or service and its value proposition. Increased brand visibility can lead to higher customer recall and consideration when the need for the product arises.

2. Nurturing Leads

Not all prospects are ready to make an immediate purchase. Demand generation allows marketers to nurture leads by providing valuable and relevant content. By staying engaged with potential customers over time, companies can build trust and credibility, increasing the likelihood of conversion when the prospect is ready to buy.

3. Driving Sales

Effective demand generation strategies can significantly impact a company's sales pipeline. By attracting and converting qualified leads, businesses can achieve a consistent flow of customers, leading to increased revenue and growth.

Real-Life Examples of Demand Generation

Let's explore a couple of real-life examples that demonstrate the effectiveness of demand generation strategies:

Example 1: Webinar Campaign

A software company that offers project management solutions wants to increase its customer base. They create a webinar titled "Mastering Project Management: Tips for Streamlining Your Workflow." Through social media promotion, email marketing, and collaboration with industry influencers, they attract a significant audience to the webinar. During the webinar, they showcase the features and benefits of their software, and participants are offered an exclusive discount for signing up within a specific timeframe. This webinar campaign successfully generates demand and results in a substantial number of new customers.

Example 2: Content Marketing

A B2B marketing agency aims to position itself as an industry thought leader and attract potential clients. They create a series of high-quality blog posts, e-books, and case studies that address common pain points and challenges faced by businesses. By optimizing their content for SEO, they attract organic traffic to their website. As visitors engage with their valuable content, they are encouraged to sign up for a newsletter and receive regular updates. Over time, this content marketing strategy generates demand, and the agency gains new clients who see them as knowledgeable and trustworthy.


Q: Is demand generation only for new businesses?

A: No, demand generation is beneficial for both new and established businesses. It helps new businesses create awareness and attract customers, while for established businesses, it sustains and expands their customer base.

Q: How long does demand generation take to show results?

A: The timeline for demand generation results can vary based on factors such as the industry, target audience, and the effectiveness of marketing strategies. In some cases, results may be seen within weeks, while in others, it may take months to see substantial outcomes.

Q: Can demand generation be automated?

A: Yes, certain aspects of demand generation, such as email campaigns and social media posts, can be automated using marketing automation tools. However, personalized and targeted efforts may require a human touch to be more effective.

In conclusion, demand generation is a vital marketing strategy that aims to create awareness and interest in a product or service among potential customers. By using a mix of marketing tactics and engaging with prospects throughout their buying journey, businesses can generate demand, nurture leads, and drive sales, ultimately leading to business growth and success.

Related terms...


A Demo is a presentation of a product or service offered by a salesperson, often an Account Executive, to help a prospect better understand how the product and meet their specific needs and solve their problems.

Learn more

Discovery call

A "Discovery call" is the first talk between a salesperson and a potential customer. The salesperson gathers vital info about the customer's needs and preferences to decide if their product or service is a good match, setting the stage for a more tailored sales approach.

Learn more

Lead generation

Lead generation is the process of identifying and attracting potential customers for a business. The goal is to convert prospects into a qualified leads that can be nurtured and converted into customers.

Learn more

All terms

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