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What is demand generation?

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Quick answer

Demand generation is the broad set of marketing activities that build awareness and interest in a product over time — before people are ready to buy. Unlike lead generation's focus on capturing contacts, demand gen creates the desire that fills the funnel.

Key things to understand

  1. It builds awareness and interest in a product.
  2. It works earlier than lead capture.
  3. It uses content, education, PR, and brand building.
  4. It feeds the top of the marketing funnel.

People also ask

What is demand generation?
Marketing that builds awareness and interest in a product, creating future demand before people are ready to buy.
How is demand generation different from lead generation?
Demand gen creates interest broadly; lead gen captures the contact details of interested people.
What tactics drive demand generation?
Educational content, thought leadership, PR, events, and brand-building campaigns.