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You are here: Home / Content Marketing / Understanding Demand Generation vs Lead Generation

Understanding Demand Generation vs Lead Generation

August 22, 2015 By Staff Editor

Marketers often exchange the terms demand generation (demand gen) for lead generation (lead gen), but they’re not the same strategies.

  • Companies with dedicated sales teams can deploy both strategies simultaneously.
    • The process may be very similar, and tactics may even be identical between the two strategies.For instance, I still may aggressively pursue search, social and PR strategies to build awareness and drive either demand or leads.I may develop an infographic or whitepaper that helps nurture a lead or encourage a purchase decision.
  • If I’m attempting to generate leads, though, I may put more emphasis on the expertise of the company and how establishing a relationship between the two long-term would be great strategically.
  • Success or measurement may differ between the two strategies, though.
  • For demand generation, I may be more focused on the reach of my marketing and the resulting conversions.
  • For lead generation, I may be more focused on the quantity of qualified sales leads.

The marketing team is just responsible for the quantity and quality of the leads handed off.

Demand-Generation-640x2963


Source: Marketing Technology https://www.marketingtechblog.com/?p=51052

Filed Under: Content Marketing Tagged With: ads, blog, leads, marketing

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