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.
Demand generation is a strong B2B career because it ties directly to revenue outcomes, uses measurable skills, and is ev
FAQDemand generation is a shared go-to-market function led by marketing and executed with sales, aligning pipeline creation
Expert Q&AA demand generation strategy is a revenue plan, not a campaign plan. In 2025, the teams winning aren’t the ones “doing m
FAQB2B marketers pay to promote demand-generation content through sponsored placements in search, social, and emerging AI a
FAQDemand generation and growth marketing overlap, but demand gen builds pipeline demand while growth marketing optimizes t
FAQA demand generation rep creates and qualifies pipeline by engaging target accounts, capturing intent signals, and conver