Demand Generation is focused on creating and raising your customers’ awareness and desire for your product or service.

It accomplishes this brand awareness and desire through various marketing approaches such as nurture campaigns. When demand generation is successful, it trickles into every part of marketing and sales by creating a long-term relationship between a brand with a potential buyer. It also gauges and develops a prospect's interest in the brand's products and services.

Demand generation can also be thought of as an umbrella term that includes and covers most top of the funnel tactics, with a scattering of mid and bottom-funnel tactics for good measure. Establishes thought leadership on topics related to your product or services. It offers reasons for why people would want to come to your business and continue using your product or services. And it builds relationships with your customers. 

A true demand generation strategy accounts for every touchpoint in the buyer’s journey — all the way from anonymous visitor to delighted customer and throughout the customer’s lifetime. It leverages data to align your marketing and sales teams, track marketing's contribution to revenue and, most importantly, drive growth for your organization.

In order to generate demand, people must know who you are. The first step is to develop brand awareness, the extent to which contacts and customers recollect and recognize your brand.


  • If you use tradeshows primarily for demand generation and secondarily for brand reputation and awareness and are reeling from show cancellations and postponements, then this post from Ashley Shailer with Inverta is for you.

  • From social media to e-mail to your website, there are so many vehicles to utilize when trying to create a BRAND that it can be difficult to know which will work best.