---
title: Demand Generation — RGM Training
url: https://realgrowthmatters.com/training/b2b-saas-growth/demand-generation/
updated: 2026-06-10
source_html: https://realgrowthmatters.com/training/b2b-saas-growth/demand-generation/
---

[Home](../../../index.html) › [Training](../../index.html) › [B2B SaaS Growth](../index.html) › Demand Generation

RGM° · Training

# Demand Generation

Demand creation vs lead gen. Strategy, channels, content engine, measurement, sales alignment.

### What you will learn

1. [Why demand gen is its own discipline](#why)
2. [Demand gen vs lead gen](#vs)
3. [Demand creation strategy](#strategy)
4. [Channels](#channels)
5. [Content as demand engine](#content)
6. [Measurement](#measurement)
7. [Sales-marketing alignment](#alignment)
8. [Advanced playbook](#advanced)
9. [Common mistakes](#mistakes)
10. [Checklist](#checklist)

## Why demand gen is its own discipline

Demand gen evolved from lead gen as B2B buyers shifted to self-directed research. Modern demand gen creates demand (educates the market) rather than just capturing existing demand (running forms).

## Demand gen vs lead gen

- **Lead gen:** Gated forms; lead volume metrics; sales-readiness focus.
- **Demand gen:** Ungated content; brand and market education; pipeline metrics.
- **The shift:** B2B buyers research before identifying themselves. Lead-gen forms surface 5% of interested buyers; demand creation reaches the other 95% who never fill out a form.

## Demand creation strategy

- Define the market problem clearly.
- Educate on the problem before selling the solution.
- Multi-channel presence: content, social, podcast, paid, events.
- Build category authority over time.
- Capture demand at the right moment.

## Demand gen channels

- SEO and content.
- Paid social (LinkedIn primarily for B2B).
- Podcast advertising and guesting.
- Industry events.
- Email newsletters.
- Webinars and virtual events.
- Community participation.
- Earned media and PR.
- Account-based for tier-1 targets.

## Content as demand engine

- Original research and data.
- Industry frameworks.
- Customer stories with context.
- Educational content (not gated heavily).
- Founder/executive thought leadership.
- Podcast / video / written ecosystem.
- Newsletter as owned distribution.

## Measurement

- Pipeline-influenced (touched by marketing).
- Pipeline-sourced (originated by marketing).
- Pipeline velocity.
- Brand search trend.
- Self-reported attribution ("how did you hear?").
- Closed-won influence.
- MQA-to-SQL-to-Win conversion.

## Sales-marketing alignment

- Shared ICP and definitions.
- Documented SLAs.
- Joint pipeline review.
- Revenue ops integration.
- Compensation alignment.
- Quarterly strategic planning.

## Advanced playbook

- Dark social attribution via self-report.
- Brand search as primary KPI alongside MQLs.
- Owned newsletter as compounding asset.
- Podcast or video show as long-form positioning.
- Original research annually.
- Customer marketing co-investment with CX.
- Account engagement scoring.
- ABM tier-1 high-touch programs.
- Sales enablement content production.
- Quarterly demand gen retrospective.

## Common mistakes

- Lead-gen mindset; gating everything.
- MQL volume as primary KPI.
- No brand investment; only performance.
- Dark social ignored.
- Sales-marketing misaligned.
- Self-reported attribution skipped.
- Pipeline velocity ignored.
- Content scattered without authority strategy.
- No newsletter or owned channel.
- Trade-show heavy without digital balance.

## Operating checklist

- Demand creation + demand capture both invested
- Pipeline-influenced and -sourced tracked
- Brand search trend monitored
- Self-reported attribution at conversion
- Owned newsletter / podcast / community
- Original research annually
- Sales-marketing alignment SLAs
- Account engagement scoring
- Quarterly retrospective
- Customer marketing partnership

## Sources and further reading

- Refine Labs (Chris Walker) demand creation methodology
- SiriusDecisions / Forrester demand frameworks
- HubSpot demand gen research
- Drift conversational marketing
- 6sense, Demandbase ABM platforms
- Andrew Davis, "Brand Bowl"
- Reforge B2B curriculum
- Demand Gen Report
- MarketingProfs B2B Forum
- RGM Content Marketing series
- RGM ABM Mastery series
- Marketing Brew B2B coverage

---

Part of the [B2B SaaS Growth](../index.html) series.