What is Demand Generation?

Demand generation is the art of making people want what you have, even if they didn’t know they wanted it until you told them. It’s a marketing strategy that focuses on creating awareness and interest in a product or service among a target audience. The goal of demand generation is to get potential customers to think about your product or service and to see how it can solve their problems.

One of the ways in which Demand can be generated is through educational blogs and informative resources that can help your prospective customer with the solution they are seeking.

Is Demand Generation the same as Lead Generation?

No, demand generation and lead generation are not the same.
While demand generation is the process of creating awareness and interest in your products or services among your target audience, lead generation identifies and qualifies potential customers who are likely to be interested in your products or services. In a sales funnel, lead generation is a later stage to demand generation. Check the figure below.

Demand Generation vs Lead Generation

Demand generation gets you followers, lead generation gets you customers. Check out the table below:

What are the channels through which demand can be generated?

Content marketing

Creating and distributing valuable content that attracts and engages your target audience.

Email marketing

Sending targeted emails to your subscribers with the goal of generating leads.

Social media marketing

Using social media platforms to connect with your target audience and generate leads.

Paid advertising

Using paid advertising platforms to reach your target audience with your marketing messages.

Public relations

Generating positive media coverage about your company and your products or services.


Hosting events that bring together your target audience and allow you to connect with them in person.


Hosting online events that allow you to educate your target audience about your products or services.

White papers

Publishing in-depth reports on topics that are relevant to your target audience.

How We Generate Demand for Your B2B Business

Our B2B demand generation process is tailored to each specific tactic; all of our efforts are underpinned by a thoughtful, strategic approach designed to attract high-quality leads.

We set ourselves apart from other demand generation companies by taking the time to understand your business and existing systems. We begin each project with a survey, kick-off meeting, and in-depth research.

Once we have a solid understanding of your business, we begin crafting digital marketing strategies customised for your target audiences. We build in checkpoints throughout the process to ensure alignment with your goals and brand messaging.

Our team of B2B demand and lead generation experts has the expertise and resources to reach your target audience and generate the leads that drive continuous growth.

Here are the key steps in our demand generation process

  • Understand your business and goals. We want to understand your business, your target audience, and your goals. We’ll conduct a survey, hold a kick-off meeting, and do in-depth research to get a clear understanding of your needs.

  • Develop a custom strategy. We’ll develop a custom demand generation strategy that is tailored to your business and goals. This strategy will include a mix of tactics, such as content marketing, social media marketing, and paid advertising.

  • Execute the strategy. We’ll execute the strategy and track our results closely. We’ll make adjustments as needed to ensure that we are on track to achieve your goals.

  • Report on results. We’ll provide you with regular reports on the results of our demand generation efforts. These reports will help you to track your progress and make informed decisions about your marketing campaigns.Contact us today to learn more about how we can help you generate demand for your B2B business.