What is Demand Generation?

Definition

Demand generation programs build awareness and create interest at the top of the funnel. It is the long-term complement to capture-focused performance marketing.

Why it matters

Understanding Demand Generation is foundational to working in b2b. It shapes how teams plan, communicate with stakeholders, and interpret performance.

Best practices

• → Define it in shared documentation so every team uses the same meaning.
• → Tie it to a measurable outcome rather than treating it as an end in itself.
• → Revisit assumptions quarterly — the meaning and benchmarks evolve.

Common mistakes

• → Treating it as a vanity metric instead of a decision input.
• → Copying competitors' targets without context for your funnel.
• → Optimizing it in isolation, hurting downstream conversion.