Creating awareness and interest in your category before the buyer is actively shopping — building demand your sales team can harvest.
How to apply demand generation
- Publish insights that frame the problem
- Distribute where your audience already is
- Nurture until the buyer is ready to engage
The #1 mistake to avoid
Skipping demand gen and only harvesting existing demand.
The metric that matters
Frequently asked questions
What is demand generation?
Creating awareness and interest in your category before the buyer is actively shopping — building demand your sales team can harvest.
Why does demand generation matter for my business?
Because it directly affects how well your business performs — get it wrong and it costs you in measurable ways. Done right, it becomes a competitive advantage.
How do I apply demand generation?
Start with the practical steps: Publish insights that frame the problem; Distribute where your audience already is; Nurture until the buyer is ready to engage. The key is to start small, measure, and expand what works.
What is the most common mistake with demand generation?
Skipping demand gen and only harvesting existing demand.
IDAP Marketing Division
This glossary entry is maintained by the IDAP Marketing division — specialists who deliver this capability on demand to businesses worldwide.