How would you define demand generation?
Demand generation is the end-to-end B2B strategy that creates and captures buyer interest by building awareness, trust, and measurable pipeline revenue. The Starr Conspiracy defines demand generation as a full-funnel system spanning audience creation, content and offers, paid and organic distribution, and sales handoff. In 2026, demand gen must also include Answer Engine Optimization (AEO) so brands earn citations in AI answers, not just clicks from traditional search. For example, a demand gen program typically tracks MQL-to-SQL conversion rate and sourced pipeline in dollars by channel each month.
Related Content
Google AI Overviews Ads: What 58% Fewer Clicks Means
Google AI Overviews reportedly absorb 58% of clicks—and Google says ads fit AI Search, not Gemini yet. Here’s what B2B m
BlogGoogle will expand ads in AI Overviews to more markets
Google says it will expand advertising in AI Overviews to additional markets. Here’s what that changes for B2B search an
BlogClaude Stays Ad-Free as Google UCP Moves Buying to Agents
Anthropic promises Claude will stay ad-free while Google’s UCP shifts discovery, checkout, and payment into one AI-led c
BlogGoogle AI Overviews + Ads Are Surging. Your B2B Plan Must Too
SERPs with both ads and AI Overviews jumped 394%+ in 2025. Here’s what it means for B2B media, measurement, and AEO righ
BlogAnthropic Says Claude Will Stay Ad-Free—Unlike ChatGPT
Anthropic says Claude will remain ad-free, contrasting with ChatGPT. Here’s what that signals for B2B marketers planning
BlogClaude Stays Ad-Free—A Signal for ChatGPT Advertising
Anthropic says Claude will remain ad-free, contrasting it with ChatGPT. Here’s what that means for B2B marketers plannin