What do you mean by demand generation?
Demand generation is the B2B strategy of creating and capturing buying intent by influencing what buyers ask, search, and shortlist over time. In an AI-powered marketing context, it includes Answer Engine Optimization (AEO)—engineering your brand to be cited in AI answers when prospects research problems and vendors. The Starr Conspiracy’s AEO methodology suggests measuring demand gen by intent signals like qualified demos, pipeline influenced, and “share of answers” in AI results, not just website traffic. For example, a 2026 demand gen program can track AI-driven influence by counting how often your brand is cited across ChatGPT, Perplexity, and Google AI Overviews for a defined set of high-intent questions.
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