Transitioning from lead generation to demand generation

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Transitioning from lead generation to demand generation isn’t easy - but it’s how startups scale efficiently.

Too often, teams focus on chasing email addresses and MQLs, while missing the bigger picture of real buyer engagement. The result? Inflated metrics, misaligned priorities, and slower growth.

This session shares a hands-on case study of how one cybersecurity startup redefined its approach, moving from lead generation to demand generation, implementing account-based strategies, and optimizing conversion rates to capture the right demand at the right time.

You’ll discover:

🎯 The key differences between lead generation and demand generation, and why it matters for growth.
📈 How to shift your metrics from volume-focused MQLs to intent-driven, high-quality demo requests.
🤝 Strategies for aligning sales and marketing when SDR teams are lean or removed entirely.
🧠 Real-world tactics: conversion rate optimization, ABM, intent-based marketing, and community-driven demand generation.

Meet the speaker:

Sarah Hartland, Director of Demand Generation at Endor Labs

Startup marketing expert with hands-on experience scaling go-to-market programs across multiple Series A-C companies. Skilled in transforming underperforming lead gen engines into intent-driven demand generation models, building communities, and leveraging ABM, CRO, and intent data for measurable growth.