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Gone Fishin'



The differences and interplay between demand gen & lead gen


Demand generation. Lead generation. In countless marketing meetings that could have been emails, these terms are incorrectly interchanged. But this is not a tomato tomahto situation. They are different yet symbiotic pursuits.

 

There is no shortcut. You need both.

 

At a high level, demand gen is about getting your name, products and services out there, grabbing attention and building trust. You’re casting a wide net to create awareness.

> Banner ads, mass media, blogs, explainer videos, social media posts, trade shows, etc.

 

83% of marketers consider content marketing the most effective marketing strategy for demand generation.1

 

Lead gen uses targeted tactics to convert this interest into qualified prospects and, eventually, to turn prospects into customers. This is about increasing specificity and focus.

> Think emails and landing pages that entice visitors to provide their contact info in exchange for something of value (a piece of content, gift card, etc.)  

 

37% of marketers say that generating high-quality leads is one of their biggest challenges.2

For example…

DG and LG work together to drive better B2B marketing ROI. Let’s say…

  • ­You write a blog post related to your product or service that gets a lot of views. That’s demand gen.

  • ­In that post you include a link to download an eBook in exchange for interested prospects providing an email address. That’s lead gen.

  • ­The leads start rolling in, and the marketing team creates a nurture email campaign to move those leads further down the sales funnel.

  • ­You collect a bunch of useful data from those emails (conversion rates, forwards, clicks, etc.) that you then use to strengthen your demand gen efforts.

  • ­Prospects become customers, sales quotas are met, the sun comes out, a rainbow forms, confetti falls, champagne pops!

 

Turbocharge your gen-gen engine!

We know demand gen and lead gen inside and out. Let’s evaluate what you’re doing now and discuss how we can tune up your awareness and conversion efforts.




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