// Marketing
Demand Gen
Also known as Demand Generation
The marketing discipline of creating and capturing buyer intent, paid, content, events, community.
In depth
Demand gen owns the pipeline number marketing commits to. The modern split is demand creation (top-of-funnel, brand, dark social) vs. demand capture (search, retargeting, SDR-fed). Best-in-class teams measure both, not just capture.
Related terms
Dark Funnel
The un-attributable buyer research that happens off your properties, podcasts, Slack groups, LinkedIn, ChatGPT.
ABM
Account-Based Marketing, coordinated sales + marketing plays run against a finite named account list.
Content Marketing
Creating written, video and audio content that attracts, educates and converts a target audience over time.