SaaS Marketing
Demand Generation
Quick definition
Demand generation is the marketing discipline of creating awareness and interest in your product — building demand that doesn't yet exist.
Demand gen channels include content marketing, SEO, paid social (especially LinkedIn for B2B), podcasts, community building, partnerships, and brand campaigns.
Why Demand Generation matters
Distinct from demand capture (which converts existing demand via search ads, comparison pages, etc.), demand gen plays a longer game — building the future pipeline.
How Demand Generation works in practice
Measure demand gen by direct/branded traffic growth, pipeline velocity, and assisted attribution rather than last-click conversions.
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Related terms
Demand Capture
Demand capture is the marketing discipline of converting existing buyer intent into pipeline — through bottom-of-funnel SEO, paid search, comparison pages, and retargeting.
Inbound Marketing
Inbound marketing is a strategy that attracts customers through helpful content and experiences they actively seek — rather than interrupting them with outbound messaging.
Content Marketing
Content marketing is the practice of creating and distributing valuable, relevant content to attract, engage, and convert a target audience.