Demand generation

What Is Demand Generation?

Demand generation is a marketing strategy focused on creating awareness, interest, and intent for a company’s products or services. It encompasses every stage of the buyer journey—from initial discovery to purchase consideration and beyond.

Through the ON24 Platform, B2B marketers can build scalable digital experiences that educate audiences, generate leads, and convert engagement into pipeline opportunities. Demand generation campaigns often rely on webinars, virtual events, and personalized content hubs to drive brand awareness and gather valuable first-party data.

Unlike short-term lead generation, demand generation prioritizes sustained engagement and long-term relationship building. By nurturing audiences through multiple touchpoints, marketers can guide prospects through the funnel and strengthen customer trust.

Why It Matters

• Pipeline acceleration: Converts awareness into qualified opportunities faster.
  
• Audience intelligence: Collects first-party engagement data for better targeting.
• Sustained growth: Builds brand credibility and nurtures prospects across the entire customer lifecycle.
  

How It’s Used

The ON24 platform equips marketers with the tools to execute high-performing demand generation programs. Common applications include:

• Educational webinars: Provide thought leadership to attract and retain audience interest.
• Interactive content experiences: Use polls, surveys, and engagement tools to qualify leads in real time.
• Always-on nurture: Maintain engagement with on-demand webinars and content hubs.
• Personalized follow-up: Leverage behavioral insights to tailor outreach and recommendations.
• Data-driven optimization: Analyze engagement metrics to refine messaging and targeting strategies.
  

Each digital interaction fuels the demand generation engine, transforming raw engagement data into actionable intelligence that helps marketing and sales teams collaborate more effectively.

Key Benefits

• Enhanced brand visibility: Establish credibility and thought leadership through consistent, educational content.
• First-party data collection: Gather audience insights directly through ON24’s engagement tools.
• Optimized conversion funnel: Align awareness campaigns with measurable pipeline objectives.
• Personalized engagement: Deliver tailored messages to individual segments or accounts.
• Continuous performance tracking: Measure ROI through the ON24 analytics dashboard and demand analytics reports.

Learn how ON24 helps marketers propel their pipeline with dynamic, interactive, and measurable engagement.

Frequently Asked Questions

1. What is the main goal of demand generation?
   
   • To build awareness, interest, and engagement that nurtures leads into qualified opportunities and accelerates pipeline.
2. How does ON24 support demand generation?
   
   • ON24 provides an integrated platform for hosting webinars, creating interactive content hubs, and measuring engagement through real-time analytics.
3. How is demand generation different from lead generation?
   
   • Demand generation focuses on long-term brand awareness and education, while lead generation targets immediate conversions.
4. What role does content play in demand generation?
   
   • Content—like webinars, guides, and eBooks—is central to educating prospects and building trust throughout the buyer’s journey.
5. Can ON24 demand generation campaigns integrate with CRMs?
   
   • Yes. ON24 integrates seamlessly with platforms such as Salesforce, Marketo, HubSpot, and Eloqua for lead tracking and nurturing automation.

Editorial & Methodology Notice

This content was produced by the ON24 Editorial Team using verified ON24 benchmark data, platform documentation, and best practices in digital engagement strategy.
Updated: October 2025