According to Kotler and Keller (2016) in Marketing Management, B2B companies should focus on creating value for their customers through differentiation and effective communication. 

Demand Generation (Demand Generation) is the first step taken towards generating qualified leads, allowing to open the way for prospects towards conversion. It is a strategic process that encompasses all marketing actions and activities aimed at raising awareness and attracting interest in a company’s products or services, establishing a solid basis for future business interactions, with the aim of giving greater visibility to the company’s brand or product/service. 

However, the generation of leads (Lead Generation) is part of demand generation, and specific actions are proposed to capture information from users when they fill out a form or register on a website. It is specifically focused on identifying and capturing contact information of interested potential customers, to streamline and promote the sales process, operating in a logical and more targeted way, By qualifying and retaining potential prospects for the products/services offered by the company. 

The purpose of demand generation is to increase awareness and visibility of your brand or product/ service, while lead generation seeks to drive a specific action to obtain information about users, How to complete a form or register on a landing page. 

Among the key strategies used to generate B2B demand, we can recognize the following: 

• Marketing actions, by customizing campaigns for different individual accounts in long sales cycles. 

• Marketing automation: implementing the automation of repetitive marketing tasks, such as sending emails, targeting audiences and campaign management; to facilitate and enable more efficient and personalized communication with prospects, Improving conversion rate and optimizing return on investment (ROI).

• Content marketing: creating and distributing relevant and valuable content aimed at educating and informing the target audience. This includes the production of whitepapers, case studies, webinars and technical blogs that position the company as a thought leader in its industry and generate trust among potential customers. 

• Specialized search engine optimization (SEO): focusing on and adapting SEO strategies, industry-specific keywords and technical terms that industry professionals use when searching for solutions. This increases online visibility and attracts qualified traffic to the company’s website. 

• Advertising and retargeting: in advertising, the automation and segmentation of specific audiences is sought, and the display of relevant ads in real time to attract the attention of the target audience, by using advanced technology and innovative management tools. And in retargeting, we seek to re-impact users who have previously interacted with the brand, increasing the chances of conversion. 

Among the most robust strategies driven by new B2B trends, we can mention: 

• In-depth personalization, in response to the fact that B2B customers expect personalized experiences that address their specific needs, companies are adopting more sophisticated approaches to personalization, Using customer data to create highly relevant messages and offers.
• Creation of interactive content such as videos and graphic animations, to engage customers more effectively and thus generate leads of higher quality.
• Automation through the use of AI in marketing actions, favors the segmentation of audiences, the delivery of personalized content and the follow-up of leads, optimizes the processes and provides them with greater efficiency.
• Focus on customer experience by creating added value from first interaction to after-sales.
• The collaboration between sales and marketing actions, allows effective demand generation.

Companies are implementing processes and technologies that facilitate collaboration between these two departments, ensuring smooth communication and efficient execution of demand generation strategies.