Demand Generation

Definition

A marketing strategy focused on creating awareness and interest in a product or service. Demand generation encompasses content marketing, events, paid advertising, and outbound outreach to build a pipeline of potential customers.

Why It Matters

Demand generation creates the conditions for outbound to work. When prospects have already seen your brand through content or ads, cold outreach feels warmer. The best B2B growth engines combine demand generation with direct outbound.

Related Terms

Marketing Qualified Lead (MQL)PipelineB2B Lead Generation

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