B2B & Growth

Demand Generation

Creating awareness of and interest in a problem and solution among a target market, often without gating content.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

Demand generation is a B2B marketing approach focused on creating awareness of and interest in a problem and its solution among a target market. Unlike lead generation, it often shares ungated content to educate buyers before they are ready to purchase. The goal is to build future pipeline by shaping how buyers think.