Demand Generation


Our definition: Increasing the awareness of, understanding about, or desire for your brand

Official definition: “The focus of targeted marketing programs to drive awareness and interest in a company's products and/or services” (Wikipedia).

Origins: While the phrase has been used as early as 1891, the term started rising in popularity in the 50s and peaked in 1980. Today it’s still a favorite piece of marketing jargon.

Demand generation is not:

  • Lead generation. Getting the information of potential customers via forms, contacts, and web tracking is a sales-centric activity that must be carefully woven into a demand generation strategy.

  • Content marketing. Creating visual and written content your target market cares about can (and should!) be a part of demand generation, but it is not the only way to increase awareness, understanding, or desire.

  • Always complicated. While big companies have whole salaries and complex strategies dedicated solely to lead generation, anything you do to help people see their need or the solution you offer is generating demand!

Bianca van der Meulen