What Is Demand Generation?

Generating demand for goods and services is one of the main problems facing modern brands. Demand generation has become very well-known among both B2B and B2C businesses for this reason.

Essentially, demand generation marketing comprises everything your brand does to create buzz, exposure, and recognition, spanning several touchpoints, campaigns, and offers. Let’s see in detail what is demand generation and what it entails.

Bruce Wright

Bruce Wright

VP of Sales & Channel

Image of Matt VealTechnical Advisor: Matt Veal, Head of Presales (Bio)

What is demand generation?

Any marketing tactic that raises interest and awareness in your goods or services is called demand generation. Establishing a dependable pipeline that will expand your company is the ultimate objective. To provide the sales team with high-quality, highly qualified leads, demand-generation marketers seek to discover interested parties based on behavioral data and mentor them through a nurturing process.

Free Scrabble Tiles on a White Surface Stock Photo

Whether you are generating interest among new buyers or upselling to existing customers, demand gen encompasses all of your sales and advertising initiatives at any point in the customer journey.

What is demand generation in marketing?

Demand generation, as previously mentioned, is a subset of inbound marketing that aims to raise brand and service awareness. But demand creation is much more than just raising awareness among the general public; done right, a strong demand generation marketing plan can give your brand credibility and value that it might not have had before. It is, to put it succinctly, marketing-level reputation management. Furthermore, B2B marketers must be able to validate the reliability of their brand.

From a business perspective, demand generation is the initial step towards lead generation, which leads to a more concrete customer action. Consumers start utilizing your brand and its merchandise more frequently, which strengthens the openings offered by demand generation marketing. With the help of a strong demand generation program, you can reach out to a whole new group of consumers and establish yourself as a valuable resource in their lives rather than just trying to close sales.

Free Person Holding White Printer Paper Stock Photo

Definition of demand generation

Demand generation is the deliberate act of building your brand’s recognition and authority as well as the subsequent desire for your items in the thoughts and hearts of customers. Is ultimate purpose is to produce dependable, superior leads, but it also serves to inform your prospects about potential problems they might be hiding.

If you were promoting supplements, you may begin by discussing how important healthy eating is for both physical and mental well-being and how few people obtain what they require from a typical diet. You’ve created demand for the solutions your product can provide and can now start to become more focused in your approach once you’ve successfully drawn in your audience and got them thinking about what they can do to enhance the status of their nutritional profile.

Demand gen is a complex, data-driven marketing tactic used by businesses to raise awareness of and interest in their goods and services. Building and maintaining important long-term relationships with prospects and customers is its primary objective. Thus, promotion is crucial for any company hoping to expand both geographically and in terms of clientele.

Define demand generation

The process of raising popularity and interest for your product or service is known as demand generation in B2B marketing. To produce high-quality leads, the objective is to grow your audience, establish authority, and spark interest in your business.

Demand generation encompasses a broad variety of operations that begin even before prospect identification. After the prospect converts and becomes a customer, they continue. Demand generation marketing requires open communication and synchronization between your sales and marketing departments, as well as the ability for both to spot process bottlenecks.

Free Man in Black Dress Shirt Holding White Paper Stock Photo

Demand generation marketing strategies

The following are some of the key components of successful demand-generation marketing strategies:

Create Focused Goals

Your objectives should be centered on raising brand awareness for a successful demand-generation campaign. You should specifically take into account objectives like share of voice, traffic, visibility, and brand lift.

Utilize Efficient Tools For Analysis

With the aid of a clever tech stack, you may increase the scope, efficacy, and effectiveness of your demand generation initiatives as well as grow your operations, and exert more effort. The use of products that are efficient in B2B ad targeting technologies can greatly enhance demand creation initiatives.

Create Awareness

In the very competitive marketing industry, keeping your brand recognized is the key to attracting new leads to your funnel. You must provide your audience a favorable lasting impression of your brand for brand recognition to be effective.

Free stock photo of adult, advance women, amplify women Stock Photo

Demand generation techniques in marketing

Here are the four basic demand-generation techniques practiced in Marketing:

Identifying The Right Audience

Collect the information required to establish a connection with potential clients. Research methodologies such as focus groups, voice of the consumer, competition, persona, and other studies can be used to accomplish this.

Attracting the Audience

Once you have identified your target market, use email marketing, SEO, print advertising, digital marketing, content marketing, and various other lead-generation strategies to draw them to your brand.

Engaging The Audience

Make it simple for people to reply to your emails, advertisements, and other correspondence. To raise their hand, members of your audience ought to be able to do so by simply clicking a button or calling a number, and you should have the procedures in place to guarantee a timely response.

Making The Demand

To execute deals, cultivate client relationships, and generate income, make sure that you have a well-thought-out plan in place for efficiently handling the demand you’ve generated. Accelerating revenue growth requires a proactive lead management approach in addition to a strong demand development discipline.

Free Black and White Calculator on White Table Stock Photo

Key principles of demand generation

Here are the three key principles of demand generation:

Lead Generation

You must have leads to present your plan to them before moving on to the next phases of demand generation. Attracting potential clients’ attention and adding their information to your market database is the goal of lead generation.

Demand Capture

You can take advantage of market demand and direct prospective clients toward your goods and services. During this process, a variety of lower funnel materials, including PPC ads, SEO optimizations, and third-party intent data, will be used to build your brand proposition.

Pipeline Acceleration

Using pipeline acceleration strategies, you can expedite the sales process after you’ve been successful in creating or seizing chances from demand. Events for field marketing are another popular strategy for accelerating the pipeline.

Demand generation best practices

Some of the most useful demand generation best practices are mentioned below:

Perfect Your Inbound Marketing

An important part of a demand creation plan is an inbound marketing strategy, which prioritizes client respect above all else. To plan how to target your ideal customer, start by modeling them. This may entail creating a profile on social media that reflects the websites and content types they find interesting.

Create a Positive Impression in Your Field

Since the goal of demand generation is to position your brand as the industry leader, building authority and trust are the most effective approaches. Forming partnerships with businesses that enhance your own is one approach to becoming a peer in your industry that is worthy of consideration. This might be accomplished by offering panels or conferences for co-sponsorship.

Benefit From Creating Competitions

Competitions could also be an effective demand-generation tactic. Here, you want to generate positive brand awareness and word-of-mouth in addition to creating an appetite for your products. Even though a lot of customers might not win the competition, you still want them to visit your website, browse the material, subscribe to your emails, and maybe make a purchase or two.

Free Side view of crop concentrated young ethnic female using touchpad of netbook and shopping online Stock Photo

Demand generation examples

Here are the top 3 examples of demand generation:


The main objective of the canned water plus beverage brand Rhodius was to raise brand recognition and expand its canned water range. To do that, Rhodius created bespoke segments to engage consumers who were most likely to make an online purchase of canned beverages and integrated sponsored ad campaigns using display ads to reach consumers who were investigating beverages.


Seiko, a global watch brand that was established in Japan, sought to increase brand awareness and revenue. Through Amazon DSP, Seiko was able to reach appropriate consumers with display ads on as well as off of Amazon by utilizing the in-market audience segmentation of Amazon. Finally, during the campaign, the brand altered its creative to highlight pertinent events like Father’s Day and used the creative freedom of display advertisements to underscore its brand values.

Godrej Properties

The Godrej Group’s real estate division, Godrej Properties, is an investor in India with a presence in over 12 cities. Amazon Ads teamed up with Godrej Properties and Madison Digital to identify pertinent consumer groups. Considering factors such as the likelihood of purchase, demographic details, geographical location, and shopping indicators led to this. These indicators include customers searching for items like electronics, appliances, fashion accessories, high-end brands, and automotive and travel accessories.

Free Woman using smartphone for online shopping sitting in armchair Stock Photo

Bottom line

Understanding and utilizing demand generation is extremely essential to optimize your marketing for prompt and successful sales. By incorporating efficient data management tools you can easily enhance your business’s demand generation. For this, you can contact us at Pimberly for the best management tools in town.