Public Relations & Social Marketing Insight

The way I see it, demand generation is the direct opposite of the old-school cold-calling approach. It's the process of turning cold leads into warm leads, then guiding those warm leads down your funnel towards a sales conversation. And for those who fall out of the funnel, it's the process of establishing regular touch points with them until they (a) become customers or (b) tell you to get lost. 

What demand generation is not is a campaign. The goal of demand generation is to establish relationships, some of which can go on for months or even years before the prospect is ready to enter a sales conversation....