What is B2B demand generation?

B2B demand generation is a strategic, data-driven approach focused on creating and nurturing interest in a company’s products or services among other businesses. It’s about proactively engaging potential customers throughout their buying journey, from initial awareness to becoming a sales-qualified lead. Unlike simple lead generation, demand generation aims to build a deeper relationship and educate the market, making customers aware of their problems and how your solution can address them, thereby building a consistent pipeline of opportunities.