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What's the difference: Demand Generation vs Lead Generation
Brian (Carroll) calls his blog "Lead Generation". Craig (Rosenberg) calls his blog "Demand Generation". How do you define the difference in these two?
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7 Answers
Trevor,
My understanding is that lead generation is a subset of demand generation, although many use them interchangeably. Marketer activities for each are essentially the same. However, demand generation is more expansive to include all awareness and branding-building tactics, whereas lead generation emphasizes list building or prospect database development.
Best,
Chris
I agree with the answers so far. I would like to add that demand generation incorporates some broader marketing concepts such as making sure the value proposition resonates with the general sphere of influence. Notice I did not say “target market” or the “audience” or the “prospect”. Everyone one that can potentially influence the purchasing journey is within the scope of demand generation program.
In my experience once a prospect expresses and interest (enters into the radar of the sales funnel) they move to a lead nurturing program. Demand generation is more of a marketing function. On the other hand lead nurturing can be handed off or shared with sales depending on the company, product and the purchasing cycle of the buyer.
One of marketers' objectives is to create demand for their product or service. However, they don't "create" leads. Leads are "generated" from the demand that's created. Strategies such as branding, thought leadership, PR, etc. help to create demand, while strategies such as direct response programs, SEO, etc. help to generate leads.
The question then is, what process does one have to manage the leads that are generated from the above mentioned strategies, so that you can maximize the investment on the strategies?
www.annuitasgroup.com
I’m a bit more cynical about this.
To me, “demand generation” is just a clever phrase that was coined by someone to create the impression that it was something new – sort of “new-school lead generation.”
Marketers do this all the time.
What makes this so unusual is that the term has stuck – and been embraced by so many companies. Of course, very few of these companies agree on the definition of “demand generation.”
Demand Generation: Is creating a Brand Awareness
Lead Generation: Is converting the Prospect who admired the Brand...
Correct me if I'm wrong
Demand generation, if done well, creates leads. Marketers send emails, develop banner ads, etc. to try to get peospects to raise their hand -- to respond in some manner. The ways that prospects respond can be used to develop an overall score for them. Once the prospects cross a score threshold, they become a lead. These guys are also refered to as "Marketing qualified leads" because marketing uses marketing automation software to nuture the relationship to the point of hand-off to a sales rep in a B2B scenario.
Jim
http://blogs.marketingstudio.aprimo.com/blog/marketing-automation-corner
I agree with the answers so far. I would like to add that demand generation incorporates some broader marketing concepts such as making sure the value proposition resonates with the general sphere of influence. Notice I did not say “target market” or the “audience” or the “prospect”. Everyone one that can potentially influence the purchasing journey is within the scope of demand generation program.
In my experience once a prospect expresses and interest (enters into the radar of the sales funnel) they move to a lead nurturing program. Demand generation is more of a marketing function. On the other hand lead nurturing can be handed off or shared with sales depending on the company, product and the purchasing cycle of the buyer.
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