What is Demand Generation? If you believe the gurus on social media selling services, demand generation is about putting out content, amplifying it with paid spend, and hoping your prospects come into the funnel. Wishful thinking. Demand Generation (DG) is an umbrella that includes customer acquisition (channels, content, and strategies) and infrastructure (how do the systems and technologies support the revenue teams - for example, what happens once you implement a tool to help Sales & Marketing to be more efficient at generating revenue).