What is Demand Generation?

Why aren’t your leads converting? The answer might lie in how you’re generating demand.

Did you know? Demand Generation is one of the most misunderstood (but mission-critical) topics for B2B tech and legal tech startups.

If you’re struggling to build pipeline, align sales and marketing, or turn awareness into revenue, this episode is your playbook. Melissa breaks down exactly what demand generation is, how it fits into a go-to-market strategy, and how to evolve beyond cold outreach and basic lead capture.

What You’ll Learn:

- What demand generation really means for B2B growth
- Why segmentation and automation drive personalized GTM results
- How to track and refine demand generation efforts using analytics
- Why demand generation is critical for converting MQLs to SQLs

Chapters

00:00 Intro
00:11 Why Demand Generation Matters
00:25 What Is Demand Generation?
00:39 Creating Trust Through Value
01:05 Bridging Product and Problem Awareness
01:29 Strategy, Segmentation & Precision
01:56 Tracking with Analytics
02:07 Moving Leads Through the Funnel
02:42 Who Owns Demand Gen: Sales or Marketing?
03:08 Final Takeaways on Nurturing and Growth

Resources

4 Seeds of Marketing (Blog)
Learn More About Demand Generation (Brochure)
Growth Marketing (Brochure)