Definition
What is Demand Generation?
The short answer
Demand generation is the set of marketing programs that create awareness of and interest in a company's solution among its target market, and convert that interest into sales pipeline. It typically spans content, events, paid media, ABM and outbound.
Key figure
94%
Why it matters
Outbound is the part of demand generation that reaches target accounts directly rather than waiting for them to engage.
Put it to work
Where demand generation matters on a program.
Research
What the research says
94%
94% of buying groups ranked their preferred vendors before first contact with a seller, and the vendor preferred before engaging sellers still wins 80% of deals.
6sense, 2025 B2B Buyer Experience Report, Nov 2025. More than 4,000 buyers across North America, EMEA and APAC.
95%
The 95-5 rule: 95% of potential B2B buyers are out of market at any given time and will be in market sometime in the future.
LinkedIn B2B Institute, with the Ehrenberg-Bass Institute, B2B Institute research.
Related terms
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