Demand generation refers to how Go to Market organizations create programs to generate increased demand for their brand, product, or service in order to increase sales and earn more profit. Think of demand generation as a long-term relationship between a brand’s marketing and sales teams, and prospective customers.

Demand generation starts by identifying and qualifying prospective customers through content and inbound marketing, direct response and email campaigns, and events, before passing these leads to a nurturing team. This team then further qualifies these prospects through scoring systems depending on the stage at which the prospect is in the conversion funnel, before passing these highly qualified, nurtured leads onto the sales team.