Demand generation is the focus of targeted Audience to drive awareness and interest in a company’s products and/or services. There are multiple steps executed in demand generation process that vary based on the size and complexity of a product and its sales. These process includes: building awareness, positioning relevance, supporting validation and mitigating customer evaluation.

The demand generation is a part of marketing. Demand Generation is a holistic approach to marketing and sales cohesiveness. Building awareness is a vital component in the demand generation process. Building awareness often takes a continued effort and involves multiple facets of marketing.

Advanced demand generation programs typically rely on some form of proactive Lead Generation activities supported by more traditional market programs and processes. This is because demand generation programs tend to assume that prospective customers are aware that they have a need or problem, and are attempting to solve it when they search for solutions.