General Marketing
Demand Generation
Demand generation is a marketing strategy focused on creating awareness and interest in a company's products or services to build a pipeline of qualified leads. It encompasses both top-of-funnel awareness and mid-funnel nurturing.
Examples
A B2B company runs demand generation campaigns through webinars, ebooks, and targeted LinkedIn ads to fill its sales pipeline.
Best Practices
Align demand generation efforts with sales goals and use content that educates prospects at each stage of the buyer journey.