Demand generation has quickly become a popular subject in the worlds of B2B and SaaS marketing. It is a highly effective marketing strategy that leverages many of the tools you’re already using. The innovative and all-encompassing nature of demand generation is similar to the values of the companies deploying it.

When marketers set out to create demand generation strategies, a broad perspective is required. This is because demand generation requires a certain (often overlooked) degree of cooperation between the sales and marketing departments.

As a data-driven process, the best demand generation tactics locate and nurture key prospects over the long term — from both sides of the cycle — engaging them through multiple platforms and touchpoints.

This guide will walk you through how B2B marketers can create a comprehensive demand generation strategy. We’ll break down every phase of the demand generation funnel, with an emphasis on optimization and sales creation.