Demand Generation

The marketing activity that creates awareness and interest in a product and feeds qualified leads into the sales pipeline. Often shortened to 'demand gen.'

When you'd see it: B2B marketing teams. Content, webinars, paid ads, and events are demand-gen tactics; the output is pipeline.

Why it matters: Demand gen is the engine that fills the top of a sales-led funnel. Its effectiveness is measured in pipeline and eventually revenue, not in clicks or impressions.