How would you define demand generation?

Demand generation is the B2B strategy of creating measurable pipeline demand by orchestrating awareness, consideration, and conversion across channels and buying roles. The Starr Conspiracy defines it as an end-to-end system that connects brand, content, and paid media to revenue outcomes—not just lead volume. For example, a demand gen program typically tracks MQL-to-SQL and SQL-to-opportunity conversion rates in a CRM like Salesforce to prove impact. In 2026, AI-powered demand generation also includes Answer Engine Optimization (AEO) so your brand is cited in AI search results during early-stage research.