Demand generation is the process of creating awareness and interest in your product or service — especially among people who don’t yet know they need it. It’s not about closing a deal today; it’s about planting the seed so that when the time comes, your brand is top of mind.
While demand capture focuses on buyers who are ready to act, demand generation builds the audience before they’re in the market.
This can include:
- Educational blog content
- LinkedIn thought leadership
- Webinars and free resources
- Podcast interviews
- Awareness campaigns
The goal? Build trust, establish authority, and generate demand over time.
Example:
If you sell a data visualization tool, you might publish a blog post like “How Startups Can Make Better Decisions with Data.” The reader isn’t looking to buy today, but they’re learning. Later, when they’re ready for a solution, your brand is already familiar — and trusted.