Demand Generation

Also called Demand Gen

Marketing that creates awareness and interest in your product across the whole funnel, so more of the right people want what you offer. Broader than lead generation, which captures that interest.

Why it matters

Demand generation builds the market for your product, not just the list of leads, which matters most when you are creating a category or educating buyers. It is the long game that makes lead capture work.

For example

A startup creating a new category runs webinars and research reports to make buyers realise they have the problem, before trying to capture leads.

Worth your time

Meta Ads vs Google Ads for Ecommerce: The Demand Generation vs Demand Capture Framework Big Flare · article This is the cleanest explanation of the one idea that decides your first channel: Google captures demand that already exists, Meta creates demand that does not yet. The piece walks straight into your exact situation (a product too new for anyone to search for) and lands on a concrete starting split rather than a vague both. Read it as a starting point for the reasoning, then pressure test the numbers against your own margins. Open bigflare.com →

Related terms

Lead Generation Brand Awareness Content Marketing

Go deeper

See how founders actually handle this on Growing and marketing, part of the Starting Up hub.

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