What is demand generation?

Demand generation, sometimes known as demand gen or demandgen, is the art of building brand awareness for long-term inbound lead generation. Demand generation is all about sticking in your potential leads’ minds, so that when they need a product or service like yours, they’ll think of you. It’s a form of inbound marketing rather than outbound marketing – a longer-term, less transactional strategy to attract new leads organically to your business. Blogs, webinars and social media posts are good examples of B2B demand generation. Content marketing is usually associated with B2B demand generation, but it can also encompass display advertising: almost any method that will put your content and/or branding in front of potential future customers counts.