While lead generation and demand generation are similar, they are often at odds with one another. Many times business to business marketers refer to lead generation and demand generation interchangeably; but they are two different things. One focuses on capturing information while the other seeks to capture prospective buyer's attention.
Lead generation is designed to collect registration information from potential customers, in exchange for content, therefore allowing marketers to increase their marketing database for email and telemarketing follow-ups. The direct result of lead generation is that new contacts become available for sales and marketing teams to engage. Demand generation, however, is designed to create a demand for a company's products or services through marketing endeavors. As a result, the target audience is more likely to purchase products and services from your company.
The point is illustrated when each type of generation is applied to content marketing. Lead generation has a narrow focus. It solicits the buyer to engage in your content in such a way that they are set onto a path which will navigate them to the content being offered and then funneling them towards a registration page in order to access the desired content. Only potential buyers that are highly interested will take the time to register to access your content. Due to this model, the percentage of buyers willing to engage with you, up front, is small. Those buyers become sales leads. Lead generation is designed to create a demand for your content, not for your product or service.
Demand generation, on the other hand, is more broad in focus. It creates a demand for your products and services or for your business category. Demand generation strategies rely on content to educate your target audience about your products or services while also striving to influence your audience's perspective about your company. Unlike lead generation, for demand generation to be effective, it must reach the largest possible audience. In other words, there is no information capture or registration, standing in the way of your target audience accessing and sharing your content.
Lead generation and demand generation are both very important marketing tools to help your business grow. It is important to understand how and when to use them. Eric Wittlake, in his article titled "Lead Generation is Crippling Demand Generation" suggested the following: Do not combine your lead and demand generation strategies. It doesn't matter which one you decide to go with first but understand that they cannot both be accomplished in one step. To maximize your results, allow lead and demand generation to work together in sequence instead of against each other.
Lead generation is designed to collect registration information from potential customers, in exchange for content, therefore allowing marketers to increase their marketing database for email and telemarketing follow-ups. The direct result of lead generation is that new contacts become available for sales and marketing teams to engage. Demand generation, however, is designed to create a demand for a company's products or services through marketing endeavors. As a result, the target audience is more likely to purchase products and services from your company.
The point is illustrated when each type of generation is applied to content marketing. Lead generation has a narrow focus. It solicits the buyer to engage in your content in such a way that they are set onto a path which will navigate them to the content being offered and then funneling them towards a registration page in order to access the desired content. Only potential buyers that are highly interested will take the time to register to access your content. Due to this model, the percentage of buyers willing to engage with you, up front, is small. Those buyers become sales leads. Lead generation is designed to create a demand for your content, not for your product or service.
Demand generation, on the other hand, is more broad in focus. It creates a demand for your products and services or for your business category. Demand generation strategies rely on content to educate your target audience about your products or services while also striving to influence your audience's perspective about your company. Unlike lead generation, for demand generation to be effective, it must reach the largest possible audience. In other words, there is no information capture or registration, standing in the way of your target audience accessing and sharing your content.
Lead generation and demand generation are both very important marketing tools to help your business grow. It is important to understand how and when to use them. Eric Wittlake, in his article titled "Lead Generation is Crippling Demand Generation" suggested the following: Do not combine your lead and demand generation strategies. It doesn't matter which one you decide to go with first but understand that they cannot both be accomplished in one step. To maximize your results, allow lead and demand generation to work together in sequence instead of against each other.
About the Author:
Jennifer U. Rastian is an author in the world of marketing. If you are interested in working with the latest in marketing she suggests you check out The Pedowitz Group Demand Generation Marketing Agency. You can learn more about this topic by visiting demand generation consultants.
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