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Demand Generation vs Lead Generation

What is the difference you ask? Tell you I will.

The purpose of demand generation is to create awareness about your company, show value propositions, and to engage people to get them excited about your brand. Whereas the purpose of lead generation is to obtain prospects contact information for further marketing efforts and sales.

How do I deploy these tactics, hmm?

Demand generation is a mix of inbound and outbound marketing efforts. When utilized correctly these strategies create demand and viral buzz for your brand. Demand gen initiatives can take time, but marketers who become experts at demand gen are able to craft brand positioning, and messaging to position your brand as a thought leader in your industry.

Typical marketing approaches used for demand generation are:

  1. Social Media Marketing
  2. PPC & Paid Social
  3. Tradeshows & Seminars
  4. Webinars
  5. Thought Leadership Programs
  6. SEO
  7. Videos

Lead generation is a sales-centric activity, that’s all about getting people to give you their contact information. A solid lead gen strategy will allow you to generate qualified leads at all stages of the funnel. These leads are prospects that have shown an interest in your offerings, and are ready to learn more.

Typical marketing tactics used for lead generation are:

  1. eBooks & Whitepapers
  2. Newsletters
  3. Landing Pages
  4. Marketing Automation
  5. Webinars

Best for your company, which strategy is?

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Both.

One can not do lead gen without demand gen. In order to have a holistic marketing approach, you need a mix of both. The two strategies work together in a sequence. Demand generation creates the buzz, and then lead generation pulls those prospects further down the funnel to eventually create SQL’s. Because who doesn’t like marketing efforts that create ROI?

How do you balance your lead gen and demand gen marketing strategies? Sound off below.