In order to establish a strong pipeline of quality leads for your sales team, demand generation is the process of generating interest and awareness for your goods or services through marketing and sales initiatives at every stage of the sales funnel. 

Demand generation is the process of creating interest in your products or services to build a healthy pipeline of qualified leads for your sales team. It involves all your marketing and sales initiatives at every stage of the sales funnel. The best demand generation strategies consider every step in the buyer’s journey, from the first time someone interacts with your company, to the moment they become a customer. Demand generation initiatives should align your marketing and sales teams to help grow your business. It helps you create more thoughtful and cohesive marketing outreach to improve people’s experience when interacting with your company. Demand generation and lead generation are different, with the former focused on creating awareness and interest, while the latter is focused on gaining contact information from prospective customers. B2B demand generation strategies include targeting your ideal customers with buyer personas, producing valuable content people want to read, offering valuable content for free, using platform features to extend reach, using display ads to raise brand awareness, and increasing conversion rates with display remarketing. 

Source: https://neilpatel.com/blog/demand-generation/