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.

Other terms

Demographic Scoring

Demographic Scoring is a method used in marketing and sales to evaluate and rank leads based on their demographic characteristics — such as company size, industry, job role, location, or revenue. The goal is to prioritize leads that best match your ideal customer profile (ICP). This way, your team can focus on prospects with the …

Discovery Phase

Unlock the secrets of B2B SaaS marketing with our comprehensive guide to the Discovery Phase.

Demand Capture

Unlock the secrets of B2B SaaS marketing with our comprehensive guide to demand capture.

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