What is Demand Generation?

Demand Generation is exactly what it says on the tin. It is the process of generating demand for your product or service by using marketing tactics. Typically it refers to digital marketing methods which include SEO, content creation, paid advertising (PPC, Paid social, OTT ads), SEM, conversion rate optimization, customer journey mapping and community creation.

Typically it starts with creating awareness of your brand through educational content or highlighting an individual in your organization and getting that brand in front of someone multiple times until they are curious enough to want to learn more. Then if they're a fit and a potential customer driving them through to the consideration phase - where they can compare you brand and product against the others in the market or start to think about how your product can help them over others. And finally to conversion where they are ready to book a demo or meet with your team or sign up for a free trial - or even just ready to buy.