Demand generation
The wider discipline of creating want for the category and brand before anyone fills a form - content, brand media, community, education - of which lead capture is only the harvesting end. B2B's rediscovery of future demand: most of the market is not buying this quarter.
Where it's used
Used in B2B and SaaS as the wider programme around lead capture. Good when buyers need to understand the problem before they look for a vendor.
Example
Before the form
Illustrative scenarioA security startup funds a podcast for CISOs, publishes yearly breach-cost research, and runs video ads with no form attached. For six months almost nothing shows up in the CRM. Then sales finds that prospects arrive already knowing the name and the argument, inbound demos rise, and deals close faster.