What is demand generation?
Demand generation (or “demand gen”) is a marketing strategy that builds awareness and interest in your product or service well before someone is ready to buy. It’s about educating and engaging people so they recognise your brand as a helpful solution when the time is right.
Rather than pushing for immediate leads, demand generation lays the groundwork—introducing your brand, building trust, and sparking curiosity in people who might not even know they need you yet.
Why does demand generation matter?
If you rely only on lead gen—capturing contact details when someone’s ready to buy—you’ll miss all those people who aren’t actively looking yet don’t know you’re out there. Demand gen:
- Puts your brand on the radar of future buyers
- Builds credibility and trust through helpful content
- Eventually makes it easier to turn interest into quality leads and sales.
This means that when someone starts searching, your brand is already top of mind.
What’s the difference between demand generation and lead generation?
Demand gen and lead gen are connected but different:
- Demand gen is about awareness and interest—making people curious about what you offer.
- Lead gen kicks in later—capturing emails or contact info once someone is ready to explore further.
Think of demand gen as planting seeds, and lead gen as nurturing those seeds once they sprout.
How do you actually do demand generation?
Imagine educating instead of selling. You might:
- Share blog posts, how‑to guides or webinars that address problems your audience has
- Run social media campaigns or videos that introduce new ideas or fresh ways to solve pain points
- Use influencer partnerships or events that spotlight your brand without hard-selling.
The goal: build trust, engage people, and give value—even before they ask for it.
How has demand generation changed in 2025?
Here’s what’s shaping demand gen right now:
- AI-powered personalization – marketers use AI tools to predict interest and serve tailored content in real time.
- Account-based marketing (ABM) – creating highly personalised campaigns for valuable companies or segments, especially in B2B.
- Multi‑channel content – mixing blogs, video, social, webinars and email into a seamless experience across platforms.
These trends help you create smarter, more targeted campaigns that build buzz and credibility over time.
What kind of results can demand generation deliver?
In 2025, more marketers are investing in demand gen because it delivers measurable business value:
- Many report double-digit revenue growth tied directly to demand gen efforts.
- Case studies have emerged as the leading content type—57% of marketers prefer them to build trust and illustrate value.
The right strategy makes demand gen more than awareness—it becomes a driver of growth.
Tips for getting started with demand generation
- Be helpful, not pushy. Share insights or solve problems without asking for anything in return.
- Map your content to buyer needs. Figure out where your audience is in their journey and tailor educational content accordingly.
- Use data smartly. AI and intent signals help you personalise content and track which channels are working best.
- Operate across channels. Blend blog posts, webinars, social videos, and email into a holistic experience.
- Collaborate with sales. Align expectations: marketing builds interest and sales turns it into qualified leads and deals.
In short
Demand generation is about building awareness and trust over time, not rushing to sell. When people eventually need what you offer, they remember you. Start with content that teaches and engages. Use tools like AI and ABM to refine targeting. And focus on long-term results—because demand generation is where meaningful connections begin.