What Is B2B Demand Generation?

B2B demand generation is the process of creating interest in and demand for a product or service from existing business customers.

It can be used to promote new products or services, increase overall sales volume, or build brand awareness.

This can be done through marketing campaigns, selling to internal customer groups, or generating leads from past customer interactions.

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When developing a demand generation strategy, it’s important to consider your target market and how best to reach them. Different methods may be more effective for different companies.

Types of B2B demand generation

The B2B demand generation approach integrates marketing activities across all channels in order to drive awareness and demand for a product or service in the B2B marketplace. This requires a coordinated and integrated plan that utilizes a variety of marketing channels, including:

PR/media relations

Public relations (PR) is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. PR is used to generate demand for a company’s products or services by creating positive publicity. The main objectives of PR for b2b demand generation are to create awareness of the company and its products, position the company as a thought leader in its industry, and generate leads.

Event marketing

Event marketing is a type of marketing that uses live events as a way to generate interest in a product or service. These events can be anything from a trade show to a webinar, and they are typically used to reach out to potential customers who might not be familiar with the product or service. Event marketing can be a great way to generate leads and create awareness for a product or service, and it can also be a great way to connect with potential customers face-to-face.

Email marketing

Email marketing is a process of sending commercial messages, typically to a group of people, using email. It is a direct form of marketing communication and is one of the most efficient forms of digital marketing. It allows businesses to target potential customers with specific messages, based on their interests. Email marketing for b2b demand generation can be used to create awareness about a company’s products or services, generate leads, or promote sales.

Social media marketing

Social media marketing is a form of online marketing that uses social networking websites as a tool to reach out to potential customers and create relationships with them.

This type of marketing is different from traditional advertising because it relies on interactions between the company and the customer rather than simply broadcasting a message to a large audience.

Social media marketing for b2b demand generation can be especially effective because it allows companies to target potential customers who are already interested in their products or services.


Telemarketing is a process of contacting potential or current customers by telephone in order to create demand for a product or service. It is used in business-to-business (b2b) marketing to generate leads and create opportunities for sales. Telemarketing can be used to qualify leads, set appointments, and close sales. It is an effective tool for generating new business opportunities and building relationships with customers.

Why is Demand Generation important?

Demand generation is important because it is one of the key components in a successful marketing mix. It refers to the process of creating interest in a product or service among potential buyers.

This can be done through various means, such as advertising, public relations, or online marketing. By generating demand for a product or service, businesses can increase sales and grow their market share.

How can B2B marketers stimulate demand?

B2B marketers stimulate demand by creating interesting and useful content that can help their target customers make better decisions.

They might create blog posts, videos, or infographics that help people learn about a new product or how to use a product more effectively.

They might also hold webinars or events to help people get to know their products and services better.

By creating helpful content and providing valuable information, B2B marketers can help their target customers make the decision to buy from them.

Creating a demand generation campaign

A demand generation campaign is a way to get more people to want your product or service. You can do this by advertising your product or service in a way that makes people want it, or by giving people free samples of your product or service.

Demand generation campaigns are designed to drum up interest in a product or service by targeting potential buyers and encouraging them to consider the offering.

The campaigns use a variety of marketing techniques, such as online ads, email marketing, and social media outreach, to get the word out.

They may also include content marketing, such as blog posts or e-books, that provide information about the product or service and how it can benefit potential buyers.

What is demand generation vs lead generation?

Demand generation and lead generation are two different aspects of marketing. Demand generation is the process of creating awareness for a product or service and generating interest in it. This can be done through advertising, public relations, or social media.

Lead generation is the process of collecting information about potential customers, such as their names, email address, or phone number. This information can then be used to contact them and market to them further.

What are the key trends in B2B demand generation?

B2B demand generation is evolving rapidly, with new technologies and changes in customer behavior driving major shifts in how leads are generated and opportunities pursued.

There are several key trends to watch:

  • The growth of social media and content marketing as a way to connect with potential buyers.
  • The increasing use of data-driven techniques such as lead scoring and market segmentation to identify and target high-value prospects.
  • Another trend is the growth of Account-Based Marketing (ABM). ABM is a strategy that focuses on targeting a small number of key accounts and building relationships with them.

Measuring the success of your demand generation campaign

Measuring the success of your demand generation campaign can be difficult. You need to consider a variety of factors, such as how many leads you generated, how much pipeline you created, and how much revenue you closed.

For example, you can use a metric like the lead quality score to determine how successful your campaign was.

There are a variety of ways to measure the success of your demand generation campaign.

You can look at factors such as website visits, leads generated, and pipeline growth. You can also track how much of your target market you’re reaching with your campaign.

And finally, you can evaluate how well your campaign is resonating with your audience by looking at things like engagement and conversion rates.


In conclusion, B2B demand generation is the process of creating and nurturing leads that may turn into customers. It involves creating content and distributing it through various channels in order to attract potential buyers. By using the right tactics, businesses can generate more leads and increase their sales.

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