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Demand generation is marketing that builds awareness of a problem and interest in your company among people who may not be ready to buy yet. It uses useful content, search, events and word of mouth to make a business known and trusted before a buyer starts to compare vendors.
In short
It is often set beside lead generation, which captures contact details from people who show interest. Demand generation creates the interest first and is judged over a longer time, by branded search, direct visits, inbound inquiries and how many buyers say they already knew the company.
Original research, plain guides and talks that help a buyer without asking for a form, a steady presence where buyers read, and good answers in search. Measure with care: much of its effect appears as people arriving later by name or asking sales how they heard of you.
Our content planning page explains how this kind of work is planned.
A real person reads every message and replies.
