Demand Generation vs Lead Generation
OK, so a lot of times in marketing, I hear the phrases demand gen and lead gen used almost interchangeably, and while they are similar, they are also pretty different. Demand Gen is really focusing on making people aware of your products and your services. It’s educational. It can come in the form of website content, video series, helpful guides. It’s really letting people know who you are, what you do, what products or services you provide.
Lead Gen is a little bit lower in the funnel, where you’re asking someone specifically
for their information. They know they have a problem. They know that you are potentially the solution and they are interested in talking to you and your sales team about seeing how you can partner together. These two things together really fill out your funnel, so demand gen — a little bit higher in the funnel, lead gen — lower in the funnel.
So as you’re thinking about your marketing strategies, I would encourage you to be very clear on what you’re actually going after and what the goals and KPIs are for those particular strategies.