Demand generation is a marketing strategy focused on creating awareness and interest in a company’s products or services with the ultimate goal of building a consistent pipeline of leads. It encompasses a wide range of tactics, including content marketing, social media marketing, email campaigns, events, and more, all designed to attract potential customers and nurture them through the buying process. Unlike lead generation, which focuses on capturing leads, demand generation aims to educate and engage prospects, establishing the brand as a trusted resource and increasing the likelihood of future sales.