Lead generation VS demand generation & how to increase SALES

In a broad sense demand generation equals marketing and aims to raise product awareness and increase product demand.

Lead generation addressing later stage of marketing funnel and has a goal of capturing customer contact information for the sales team to work with or further nurturing.

Bit more theory on lead generation vs demand generation difference

Demand generation aka marketing

American Marketing Association defines marketing as:

the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

General marketing campaigns aim to create and increase product/service awareness among clients.

Here is a recap of Paid digital marketing channels for business.

Lead generation

Lead generation is a method of potential clients database aggregation via fill-out forms and website tracking. This strategy aims at sales and operates to lead clients through a sales funnel.

Examples:

  • E-books, PDF brochures and web seminars, which require filling out a submission form to download a material
  • Drip email campaigns
  • Landing pages with registration forms/calculators/etc
  • Lead quizzes, etc

For more in depth guide and examples see this Lead generation guide

It helps you distinguish your audience from random visitors. Those who willingly share their information with your business are likely to be more interested in your product, be more perceptive to your “ad-voice” and CTA.

Not all leads created equal, though. Check out this article on lead qualification process.

 

Do you have to choose between lead generation and demand generation?

Nope, they simply address different consideration stages (buyers journey). First, you tell your story to right prospects via marketing tools, then you convert them in leads via lead generation techniques and pass to sales team.