Demand Generation

B2B demand generation involves driving interest in a product or service that promises to solve a business problem. In other words, it’s the process of generating demand for an offer that’s specifically B2B. It’s the answer to “how do we get businesses to want this?”Though, it’s not always that simple.Before we go on, let’s clear up a few common misconceptions surrounding B2B demand generation by defining what it isn’t.

The term “demand generation” is often used interchangeably with “lead generation.” While the two are closely related, they’re not the same. Here’s the difference:To generate a lead you have to generate demand. You need to convince people to trade their personal information for an asset, like an ebook, a tip sheet, or a consultation. So, all lead generation campaigns are a type of demand generation.On the other hand, not all demand generation campaigns are a type of lead generation—as in, the goal of a demand generation campaign doesn’t always have to be to generate a lead. A demand generation campaign can generate awareness, free trial signups, sales, and much more.