Demand generation is the work of building awareness, trust and interest before a buyer is ready to make an enquiry.
Demand generation explained
It is not just lead capture. It includes the activity that helps the right people become aware of your business and understand why it matters.
Why B2B companies need it
Many specialist B2B buyers are not ready to buy immediately. Visibility and credibility built over time can influence who they contact later.
What it can include
Useful content, sector insight, social visibility, email nurturing, events, video and PR can all contribute.
How to connect it to sales
Demand generation should be supported by clear service pages, proof and simple routes to start a conversation.
BBI perspective
Good marketing is rarely about one isolated tactic. It works best when content, search, paid activity, website structure and follow-up all support the same commercial objective.