Demand generation is an essential part of any business-to-business (B2B) marketing strategy—it builds brand awareness, feeds the pipeline, and opens the door for future conversations with your sales ...

Demand generation focuses on creating brand awareness and generating interest across a larger audience. The goal is to attract as many leads as possible, even if they aren’t immediately convertible.

A B2B brand’s reputation will directly influence how receptive potential customers are to its demand generation efforts. Risk-averse business buyers weigh vendor credibility in their purchase ...