Demand Generation
Marketing programs designed to create awareness and interest in a category before specific buying intent.
Demand generation is the marketing discipline of creating awareness and interest in a product category before specific buying intent. Demand gen invests in upper-funnel content, brand advertising, thought leadership, and audience development to expand the addressable market. Tactics include podcast sponsorship, original research reports, conference presence, and broad-targeted programmatic advertising. Demand gen is often pitted against demand capture (paid search, retargeting) but the two work together: capture harvests existing intent, generation creates new intent. Empire325 builds full-funnel programs where demand generation and demand capture are designed together with shared measurement.
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Full-Funnel Advertising
Paid acquisition across Meta, Google, LinkedIn, and programmatic with closed-loop revenue attribution.
Explore Full-Funnel Advertising →Related terms
Marketing Attribution
The practice of assigning credit for a conversion to specific marketing touchpoints across the customer journey.
Customer Acquisition Cost (CAC)
Total marketing and sales investment divided by new customers acquired in a period.
Customer Lifetime Value (LTV)
Total revenue (or gross profit) a single customer generates over the entire relationship.
Conversion Rate Optimization (CRO)
The systematic discipline of increasing the percentage of visitors who complete a desired action.