The Periodic Table of Demand Generation: A Glossary

Demand generation, in its simplest form, refers to strategies that companies use to generate interest or demand for their products or services. It’s a comprehensive approach that encompasses various marketing and sales efforts, aimed at raising awareness, cultivating interest, and eventually converting that interest into sales. It sounds straightforward, but there’s a lot of complexity behind this process, especially when it comes to the terminology involved. 

Understanding the concept of demand generation is one thing, but understanding the smaller puzzle pieces will help you get a better grasp of the bigger picture. 

Now, we understand that demand generation terms and definitions are not as easy as grapes to grasp. So, we have mapped it out for you. Take a closer look at the Periodic Table of Demand Gen. We have categorized each elemental term according to the nature of which area of digital marketing you would possibly encounter them. 

Click on the infographic to download the table as reference material.

The Demand Generation Glossary

Lead conversion

Sales Funnel

The term “sales funnel” refers to the process that a potential customer goes through from their initial awareness of a product or service to the point of making a purchase. It is often visualized as a funnel because, as prospects move through the different stages, the number of potential customers gradually decreases. Sales funnel is usually divided into several key stages representing a different level of commitment, engagement, and decision-making from customers. 

Landing Page

A landing page is a specific web page designed with the primary goal of converting visitors into leads or customers. It serves as the entry point where users “land” after clicking on a specific advertisement, search result, or call-to-action. The purpose of a landing page is to capture the user’s attention and guide them towards taking a desired action, such as making a purchase, signing up for a newsletter, or requesting more information. 

Marketing Attribution

Marketing attribution refers to the process of identifying and assigning value to various marketing touchpoints or channels that contribute to a conversion or sale. It helps marketers understand which marketing activities are driving desired outcomes and allows them to make data-driven decisions to optimize their marketing efforts. 

Conversion Rate

The conversion rate refers to the percentage of website visitors who take a desired action, such as making a purchase, filling out a form, or subscribing to a newsletter. It is a vital metric for businesses as it helps measure the effectiveness of their marketing efforts and website design. 

Lead Scoring

Lead scoring is a process used by businesses to rank and prioritize potential customers based on their likelihood to convert into a sale. It involves assigning numerical values, or scores, to leads based on their engagement and behavior with a company’s marketing efforts. 

Marketing Return on Investment

Marketing Return on Investment (ROI) is a measure of the effectiveness and profitability of a marketing campaign or strategy. It quantifies the value generated from the marketing efforts in relation to the resources invested. ROI helps businesses understand the impact of their marketing activities on revenue generation and overall business growth. 

Marketing Funnel Stages

Similarly to sales funnel, marketing funnel stages refer to the various steps that potential customers go through as they progress from being aware of a product or service to becoming a paying customer. These stages are crucial in guiding prospects towards making a purchase decision. The marketing funnel typically consists of four main stages: awareness, interest, consideration, and conversion. 

Marketing Qualified Lead

A Marketing Qualified Lead (MQL) is a potential customer who has shown enough interest and engagement with a company’s marketing efforts to be considered ready for further nurturing and sales. MQLs are typically identified through various actions, such as filling out a contact form, subscribing to a newsletter, or downloading gated content like whitepapers or e-books.

Sales Pipeline

A sales pipeline is a visual representation of the stages a potential customer goes through before making a purchase. It is a process of identifying, qualifying, and nurturing leads through various stages of the sales funnel until they become paying customers. The pipeline helps sales teams to manage their activities and prioritize prospects, allowing them to focus on the most promising leads and close deals more efficiently.

Lead Conversion

Lead conversion refers to the process of converting potential customers, or leads, into paying customers. It involves taking a lead, who may have shown interest in a product or service, and guiding them through a series of steps to ultimately make a purchase. 

Lead Management

Lead management refers to the process of capturing, tracking, and nurturing potential customers or leads throughout their journey from initial contact to becoming a paying customer. It involves various activities such as lead generation, lead qualification, lead scoring, and lead nurturing. Effective lead management ensures that businesses can maximize the value of their leads and convert them into sales.

Lead Funnel

A lead funnel refers to the process of guiding potential customers through various stages of the buyer’s journey, with the ultimate goal of converting them into paying customers. Each business might have different and specific stages tailored to their ideal customer profiles.

Email Marketing Automation

Email marketing automation refers to the process of automating various aspects of an email marketing campaign. It involves using software or tools to send targeted and personalized emails to a specific audience based on their behavior, preferences, or actions.

Sales Funnel Management

Sales funnel management refers to the process of effectively managing and optimizing the various stages that a customer goes through in their journey towards making a purchase. It involves strategically planning and implementing each stage of the sales funnel to maximize conversions and drive revenue. 

Customer Journey Mapping

Customer Journey Mapping is a strategic process that involves visualizing and understanding the entire customer experience from their initial interaction with a brand to their final purchase decision. It helps businesses gain insights into how customers interact with their product or service at each touchpoint and identify pain points, opportunities, and areas for improvement.

Conversion Funnel

A conversion funnel refers to the step-by-step process that a user goes through on a website or digital platform, leading them towards a desired action or goal, such as making a purchase or filling out a form. It is a visual representation of the customer journey, starting from the initial awareness stage and ending with the conversion stage.


Buyer Persona

A buyer persona is a fictional representation of the ideal customer for a business or brand; often naming personas as well. It is created based on research and data collected from real customers and target audience members. A buyer persona helps businesses understand their customers better and tailor their marketing strategies accordingly. It includes demographic information, such as age, gender, location, and occupation, as well as psychographic details like interests, motivations, and pain points.  

Target Audience – The target audience refers to a specific group of individuals that a business or organization aims to reach with its products, services, or messaging. It is crucial for businesses to identify and understand their target audience in order to tailor their marketing efforts effectively.  

Customer Retention

Customer retention refers to the strategies and actions taken by businesses to retain existing customers and ensure their long-term loyalty. It is a vital aspect of any successful business, as it is typically more cost-effective to retain existing customers rather than acquiring new ones. Customer retention involves building strong relationships with customers, providing excellent customer service, and offering personalized experiences.

Customer Engagement

Customer engagement refers to the degree to which customers interact with a brand, product, or service. It is a measure of the level of involvement and connection that customers have with a business. Engaged customers are more likely to be loyal, make repeat purchases, and advocate for the brand.

Marketing Persona

A marketing persona  is a detailed guideline of a business’s ideal target customer profile that helps marketers to align all marketing strategies. It is created through market research and data analysis. 


Marketing Campaign

A marketing campaign refers to a strategic and coordinated set of activities and tactics designed to promote a product, service, or brand to a specific target audience. It is an essential component of any successful marketing strategy and aims to create awareness, generate leads, and ultimately drive sales. A marketing campaign can take various forms, including online advertisements, social media promotions, email marketing, content marketing, and more.

Lead Generation

Lead generation refers to the process of attracting and capturing potential customers, or leads, for a business. It involves strategies and techniques aimed at enticing individuals to provide their contact information or express interest in a product or service. This information is then used by the business to nurture and convert these leads into paying customers. Lead generation activities can include various marketing tactics such as content marketing, social media marketing, email marketing, and search engine optimization (SEO). 

Inbound Marketing

Inbound marketing is a strategy that focuses on attracting and engaging potential customers through valuable content and experiences. It is a customer-centric approach that aims to build trust and credibility with the target audience, ultimately leading to conversions and long-term customer loyalty. Inbound marketing involves creating and sharing relevant and helpful content across various channels, such as blogs, social media, and email marketing.

Outbound Marketing

Outbound marketing refers to a traditional marketing approach where businesses actively reach out to their target audience through various channels to promote their products or services. It involves initiating communication with potential customers through methods such as cold calling, direct mail, email marketing, television and radio advertisements, and trade shows.

Content Marketing

Content marketing is a strategic approach to creating and distributing valuable, relevant, and consistent content to attract and engage a specific target audience. This form of marketing focuses on providing valuable information, entertaining content, or educational resources to potential customers, rather than directly promoting a product or service.  

Demand Generation

Demand generation refers to the strategic marketing activities and tactics that are focused on creating awareness and generating interest in a product or service. It aims to attract and engage potential customers, ultimately driving them to take action and make a purchase. Demand generation encompasses a wide range of techniques, including content marketing, social media marketing, email marketing, search engine optimization (SEO), and events. 

B2B Marketing

B2B marketing, short for business-to-business marketing, is the practice of promoting and selling products or services from one business to another.

B2C Marketing

B2C Marketing, also known as business-to-consumer marketing, is a marketing strategy that focuses on promoting products or services directly to individual consumers rather than businesses or organizations. It involves creating targeted campaigns and messages that appeal to the needs and desires of the end consumers.

Marketing Strategy

Marketing strategy refers to a comprehensive plan of action that outlines how a business intends to promote and sell its products or services. It involves identifying target audiences, understanding their needs and preferences, and developing tactics to reach and engage them through various channels such as social media, email marketing, content marketing, and advertising. A good marketing strategy should align with the overall business goals and objectives and take into account market trends and consumer behavior. 

Marketing Segmentation

Marketing segmentation refers to the process of dividing a target market into distinct groups or segments based on various characteristics such as demographics, psychographics, behavior, and needs. This strategic approach allows marketers to tailor their marketing efforts to specific segments, which increases the effectiveness of their campaigns and improves overall customer satisfaction.

Social Media Marketing

Social media marketing refers to the practice of using social media platforms and websites to promote products or services. It involves creating and sharing engaging content, as well as running targeted advertising campaigns, with the goal of attracting and engaging a specific target audience. Social media marketing enables businesses to connect with their customers on a more personal level, build brand awareness, increase website traffic, and drive conversions.

Email Marketing

Email marketing refers to the practice of sending targeted, personalized emails to a group of individuals or subscribers with the goal of promoting products, services, or building relationships. It is a crucial component of digital marketing strategies, allowing businesses to directly communicate with their audience, nurture leads, and drive conversions. 

Marketing Analytics

Marketing analytics refers to the practice of measuring, analyzing, and interpreting data related to marketing efforts to gain insights and make data-driven decisions. It encompasses the collection and analysis of data from various marketing channels, such as social media, email campaigns, website traffic, and customer behavior. 

Pay-per-click Advertising

Pay-per-click advertising, commonly referred to as PPC advertising, is a digital marketing strategy where advertisers pay a fee every time their online ads are clicked. This type of advertising is commonly used on search engines like Google and Bing, as well as on social media platforms like Facebook and Instagram. PPC advertising allows businesses to bid on keywords relevant to their products or services, and when a user searches for those keywords, the ads are displayed. 

Content Strategy

Content strategy refers to the planning, development, and management of content to achieve specific business goals. It involves creating a roadmap for delivering the right content to the right audience at the right time. A well-defined content strategy helps build brand awareness, engage target audiences, and drive conversions. 

Lead Nurturing

Lead nurturing is the process of building relationships with potential customers and guiding them through the sales funnel. It involves providing relevant and valuable information to prospects at each stage of their buying journey in order to keep them engaged and move them closer to making a purchase.

Data-driven Marketing

Data-driven marketing is a strategy that utilizes data and analytics to guide marketing decisions and optimize campaigns. It involves collecting and analyzing customer data to gain insights into their behavior and preferences. This information is used to create personalized and targeted marketing messages, increasing the chances of engaging with the right audience and driving desired actions. 

Inbound Lead Generation

Inbound lead generation refers to the process of attracting potential customers to your business or website through various marketing strategies and tactics. Unlike traditional outbound marketing, which involves reaching out to prospects directly, inbound lead generation focuses on creating valuable and engaging content that draws people in and encourages them to take action.

Content Syndication

Content syndication refers to the process of distributing and republishing content across different online platforms. It involves sharing your content, such as blog posts, articles, or videos, on various external websites, social media platforms, or content discovery networks. The primary goal of content syndication is to increase the reach and visibility of your content, reaching a wider audience beyond your own website or blog. 

Marketing Channel

A marketing channel refers to the various platforms and avenues through which companies promote and sell their products or services to their target audience. It encompasses both traditional and digital channels such as television, radio, print media, email marketing, social media, search engine marketing, and more. These channels act as the medium to reach and engage with potential customers, allowing businesses to effectively communicate their brand message and offerings. 

Account-based Marketing

Account-based marketing (ABM) is a strategic approach to marketing that focuses on targeting specific accounts or companies rather than casting a wide net. It involves identifying key accounts that are most likely to convert into customers and creating personalized marketing campaigns to engage and nurture them. 

Content Marketing Strategy

Content marketing is a strategic approach to creating and distributing valuable, relevant, and consistent content to attract and engage a target audience. It involves creating various types of content, such as blog posts, articles, videos, infographics, social media posts, and more, with the aim of providing value and solving problems for the audience to reach and connect with potential customers, build brand awareness, and drive profitable customer action.

Email List Building

Email list building is the process of collecting and maintaining a database of email subscribers who have opted into receiving marketing messages from your business. This database is a critical component of any successful digital marketing strategy, as it allows you to communicate directly with your audience and build relationships over time.

Customer Segmentation

Customer segmentation is the process of dividing a target market into distinct groups or segments based on common characteristics, preferences, behaviors, or needs. This allows businesses to better understand their customers and tailor their marketing strategies to effectively reach and engage each segment. By segmenting customers, businesses can create personalized marketing messages, products, and services that resonate with specific groups, leading to higher customer satisfaction and increased sales.

A/B Testing

A/B testing is a method used in digital marketing to compare two versions of a webpage or marketing campaign to determine which one performs better. It involves dividing the audience into two groups and showing each group a different version. By analyzing the data gathered from user interactions and conversions, marketers can identify which version generates higher engagement, click-through rates, conversions, or other desired outcomes.

Search Engine Optimization

Search Engine Optimization (SEO) is the process of optimizing a website or web page to improve its visibility and ranking in search engine results pages (SERPs). It involves various techniques and strategies to attract organic traffic and increase the chances of appearing higher in search engine rankings. 

Multichannel Marketing

Multichannel marketing is a strategic approach to reaching and engaging with customers across multiple channels, including online and offline platforms. The goal is to provide a seamless and cohesive experience for customers, regardless of which channel they use to interact with a brand. This can include social media, email marketing, SMS messaging, direct mail, and more.

Content Distribution

Content distribution refers to the process of disseminating and sharing content across various online platforms to reach a wider audience. It involves strategically distributing valuable and relevant content, such as articles, blog posts, videos, infographics, and social media updates, to attract and engage target audiences. Content distribution aims to increase brand visibility, drive website traffic, generate leads, and ultimately, boost conversions.

Digital Marketing

Digital marketing refers to the use of various digital channels and platforms to promote and advertise products or services. It encompasses a wide range of techniques and strategies. The goal of digital marketing is to reach and engage a target audience online, drive traffic to a website or landing page, and ultimately convert visitors into customers. 

Paid Search Advertising

Paid search advertising refers to a digital marketing strategy where advertisers pay a fee to have their ads displayed on search engine result pages (SERPs) for specific keywords or phrases. This form of online advertising is commonly used to drive targeted traffic to a website, increase brand visibility, and generate leads or sales.

Marketing Personalization

Marketing personalization refers to the process of tailoring marketing messages and content to meet the individual needs and interests of consumers. This approach involves using data and analytics to gain insights into the preferences and behaviors of a target audience, and then delivering personalized content and messaging through various channels such as email, social media, and website experiences.

Account-based advertising

Account-based advertising is a marketing strategy that focuses on targeting specific accounts or companies rather than a broad audience. It involves tailoring advertising campaigns to resonate with the needs and interests of a particular target account, allowing for more personalized and relevant messaging. 

Inbound lead nurturing

Inbound lead nurturing refers to the process of developing and cultivating relationships with potential customers who have shown interest in a company’s products or services. It involves strategically engaging these leads through various channels such as email marketing, social media, and content creation, with the aim of nurturing them into becoming qualified sales opportunities. 

Social media advertising

Social media advertising refers to the practice of promoting products, services, or brands on various social media platforms to reach a wider audience and drive engagement. It involves creating and sharing content that is tailored to the specific platform and target audience, using various ad formats such as images, videos, or sponsored posts.


Customer Acquisition

Customer Acquisition refers to the process of attracting and converting potential customers into paying customers. It is a crucial aspect of any business as it directly impacts revenue growth and profitability. This process involves various marketing strategies and techniques aimed at building brand awareness, generating leads, and driving conversions.

Marketing Metrics

Marketing metrics refer to the quantitative measurements used to evaluate the effectiveness and success of marketing campaigns, strategies, and initiatives. These metrics provide valuable insights into various aspects of marketing performance, such as customer engagement, lead generation, conversion rates, website traffic, and return on investment (ROI). 

Marketing Conversion Metrics

Marketing conversion metrics refer to the specific metrics used to measure the effectiveness and success of marketing efforts in terms of generating conversions. Conversions can be defined as desired actions taken by users, such as making a purchase, signing up for a newsletter, or filling out a contact form. These metrics provide valuable data and insights into how well marketing strategies are performing and where improvements can be made.

Marketing ROI Calculation

Marketing ROI Calculation refers to the process of measuring the return on investment generated by marketing efforts. It is a quantitative analysis that enables businesses to assess the effectiveness and profitability of their marketing campaigns. By analyzing the costs incurred and the revenue generated through marketing activities, companies can determine the success and impact of their marketing strategies.

Customer Rate Optimization

Customer Rate Optimization is a process that focuses on improving the conversion rate of a website or online platform. It involves analyzing user behavior and implementing strategies to enhance the overall user experience, which in turn increases the likelihood of conversion or purchase. This may involve A/B testing, personalized content, streamlined checkout processes, and targeted offers.

Marketing Data Analytics

Marketing data analytics refers to the process of collecting, analyzing, and interpreting data to gain insights and make informed decisions in the field of marketing. It involves the use of various tools and techniques to measure and analyze data related to marketing activities, such as customer behavior, campaign performance, market trends, and competitor analysis.

Click-Through Rate

Click-through rate (CTR) is a metric used in digital marketing to measure the effectiveness of an online advertisement or a search engine result page (SERP). It represents the percentage of users who click on a specific link or ad after seeing it. A high CTR implies that the advertisement or search result is attracting the attention of users and generating engagement. 

Customer Lifecycle

The customer lifecycle refers to the various stages that a customer goes through from the moment they become aware of a product or service to the point where they no longer engage with it. It is a strategic model utilized by businesses to understand and manage their customers’ journey and optimize their marketing efforts accordingly. 

Content Engagement

Content engagement refers to the level of interaction and involvement that users have with a piece of content, such as blog posts, articles, videos, or social media posts. It measures how effectively the content captures and retains the attention of the audience, encouraging them to like, comment, share, or take any other desired action. 

Customer Retention Rate

Customer retention rate refers to the percentage of customers that a business is able to retain over a specified period of time. It is an important metric that indicates the effectiveness of a company’s customer relationship management strategies.

Landing Page Optimization

Landing Page Optimization – Landing page optimization is a process of improving the performance of a landing page to maximize its effectiveness in converting visitors into leads or customers. It involves analyzing and tweaking various elements such as headlines, images, forms, calls-to-action, and overall design to create a highly targeted and persuasive experience. The goal is to increase the conversion rate, which is the percentage of visitors who take the desired action on the landing page, such as making a purchase or filling out a form. 


Marketing Automation

Marketing automation refers to the use of technology and software to automate repetitive marketing tasks and processes, allowing businesses to streamline their marketing efforts and increase efficiency. It involves the use of various tools, such as email marketing software, customer relationship management (CRM) systems, and data analytics, to automate tasks like lead nurturing, email campaigns, social media posting, and more.

Marketing Technology

Marketing technology, also known as MarTech, refers to the tools, platforms, and software that marketers use to streamline and enhance their marketing efforts. It encompasses a wide range of technologies, including customer relationship management (CRM) systems, email marketing software, social media management tools, analytics platforms, and more. 

Lead Magnet

A lead magnet is a valuable piece of content or incentive that businesses offer to their target audience in exchange for their contact information, typically an email address. It serves as a tool to attract potential customers and generate leads. Lead magnets can take various forms, such as e-books, whitepapers, templates, webinars, or free trials. 

Marketing Collateral

Marketing collateral refers to the collection of materials and resources used to promote a brand, product, or service. These materials are designed to communicate key information, create brand awareness, and persuade potential customers to take action. Marketing collateral can take various forms such as brochures, flyers, business cards, product catalogs, whitepapers, case studies, and more. 

Content Calendar

A content calendar is a strategic tool used by businesses and content creators to plan and organize their content marketing efforts. It serves as a roadmap that outlines the topics, formats, and distribution channels for creating and publishing content.

Marketing Dashboard

A marketing dashboard is an information management tool that allows marketing professionals to track, analyze, and visualize key performance indicators (KPIs) related to their marketing campaigns. It provides a comprehensive overview of the marketing metrics in one place, making it easier to make data-driven decisions.

Lead Database

A lead database refers to a centralized repository that stores and organizes information about potential customers or leads. It is a crucial tool for businesses and marketers to effectively manage and track their prospecting efforts. A lead database typically includes vital details such as contact information, demographics, interaction history, and purchase intent.

Marketing Technology Stack

A marketing technology stack refers to the collection of software and technologies that businesses use to manage and execute their marketing efforts. It encompasses various tools and platforms, such as customer relationship management (CRM) systems, content management systems (CMS), email marketing software, social media management tools, analytics platforms, and more. 

Final Words 

As businesses move towards a more digital and data-driven future, the importance of understanding demand generation is only set to increase. The landscape is constantly evolving, with new strategies, tactics, and technologies emerging all the time. By familiarizing yourself with these terms, you are putting the pieces of the puzzle together yourself, achieving a better understanding of demand generation, and putting yourself in a much stronger position to leverage demand generation to drive your business growth. 

Bookmark this demand generation glossary for future reference.