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Demand Gen vs. Lead Gen

Written by Alexandra Flygare

In B2B marketing, many businesses struggle with a common frustration: reaching the right audience and turning interest into actual sales. It's not enough to simply have a great product or service; the real challenge is capturing the attention of decision-makers who are bombarded with endless options. 

But here's the kicker: the key to overcoming these challenges often boils down to mastering a few fundamental strategies. If you're tired of spinning your wheels and ready to see real, impactful results, it's time to dive into demand generation vs. lead generation.

While demand generation and lead generation aren't necessarily old tactics (rather, they are foundational strategies in the realm of marketing that have evolved over time) adapting to change requires reforming these strategies and integrating new ones.

In this post we’ll unpack:

  • What is Demand Generation

  • What is Lead Generation

  • Demand Generation vs. Lead Generation

    • The Differences

    • The Intersections

  • The Challenges of Demand Generation and Lead Generation

  • The Unified Approach through Revenue Marketing

Demand Generation: The art of attraction

Demand generation is about creating awareness and interest in your product or service. It's not just about reaching people who are already looking for a solution like yours; it's about sparking interest in those who didn’t even know they had a problem you could solve.

In the B2B world, demand gen is crucial for establishing your brand’s presence and positioning yourself as a go-to resource.

Think of it as casting a wide net. It encompasses a range of marketing activities, from content marketing and social media campaigns to webinars and podcasts. Think blog posts that answer burning questions, webinars that dive deep into industry trends, and social media posts that keep your brand in the conversation, for more on nailing your content, check out this conversation with Tim Soulo.

Demand Gen is playing the long game - building awareness and trust over time, rather than pushing for immediate sales.

Lead Generation: The science of conversion

Now, let’s pivot to lead generation. Unlike demand generation, which focuses on broadening awareness, lead generation is all about narrowing in on those who have shown interest and converting them into potential customers. 

It’s a more targeted approach, zeroing in on individuals who have already indicated some level of interest in your product or service—like downloading a whitepaper or attending a webinar.

Lead generation involves gathering information about potential customers, typically through forms on landing pages, gated content, or contact requests. 

This data is then used to guide these leads down the sales funnel with personalized follow-ups and offers. It's a process heavily tied to metrics and analytics, aiming to qualify leads and pass them to the sales team for further nurturing.

The aim is to entice your audience to share their contact information, signaling they’re ready for a deeper relationship with your brand. 


Demand Generation vs. Lead Generation

The Differences

At their core, demand generation and lead generation differ in strategy and execution. Demand generation is about building awareness and brand perception, creating a market for your product. It’s a marathon, focused on long-term engagement and education. Lead generation, on the other hand, is a sprint, focused on capturing interest and quickly converting it into actionable sales opportunities.

While demand generation might not show immediate results, it builds a robust pipeline of potential customers over time. Conversely, lead generation tends to yield faster results by targeting those already interested. However, without the broad foundation provided by demand generation, lead generation efforts might feel like cold calls—effective but potentially off-putting.

The Intersection

These two strategies are far from mutually exclusive; they intersect in ways that can greatly amplify a company's marketing efforts. 

As mentioned before, the two strategies take place at differing stages of the customer journey. Demand generation typically targets the early stages of this journey—awareness and interest. This is foundational work to nurtures potential customers, gradually educating them and generating interest in the product or service.

Lead generation, however, operates further along. It focuses on the middle and bottom stages—consideration and decision. Once demand generation has successfully engaged potential customers, lead generation tactics can capture their interest at a more specific level.

This is where the intersection becomes crucial: the quality and relevance of the demand generation efforts directly influence the effectiveness of lead generation.

Essentially, demand generation warms up the audience, making the transition to lead generation smoother and more effective.

In practice, this intersection means that demand generation and lead generation should not operate in silos. Instead, they should be part of a cohesive strategy where each informs and supports the other. 

The Challenges of Both Demand Generation and Lead Generation

Of course, no strategy is without its hiccups. Demand gen can sometimes feel like throwing a party where you’re not sure if anyone’s going to show up. You put out a ton of great content, but it can be hard to see the immediate payoff. The impact often lies in long-term brand recognition and loyalty, which can make it tough to measure short-term success.

Lead gen, on the other hand, can sometimes turn into a numbers game, and 61% of marketers say generating traffic and leads is their top challenge. It’s tempting to focus on racking up as many leads as possible, but not all leads are created equal. Quality matters more than quantity. A long list of lukewarm leads is less valuable than a handful of highly engaged prospects. Plus, with data privacy concerns, you’ve got to be extra careful about how you collect and handle personal information.

Revenue Marketing: The Unified Approach

So, how do you balance the art of creating excitement with the science of collecting contacts? 

Revenue Marketing - an approach that brings together the best of demand gen and lead gen, with a laser focus on what really matters: driving revenue. 

It's all about aligning your marketing efforts with your business goals, ensuring that every campaign, every piece of content, and every lead contributes directly to your bottom line.

Revenue marketing looks at the entire customer journey, from the moment someone first hears about your brand to when they become a loyal customer. It’s about making sure all your marketing and sales efforts are working together seamlessly, with clear metrics to track success.

For B2B marketers, the key takeaway is balance. While it might be tempting to focus solely on lead generation for its immediate results, ignoring demand generation can lead to a stagnant pipeline. Conversely, focusing only on demand generation without a strong lead generation strategy can mean lots of awareness but few conversions.

By integrating both approaches and looking at them through the holistic view of revenue marketing, businesses can create a dynamic marketing strategy that not only attracts attention but also converts interest into revenue. 

In the end, it’s not about choosing one over the other but learning from each to fuel sustained growth and success.

The Bottom Line

Demand gen and lead gen are two powerful strategies that, when used together, can create a winning combination. But why stop there? With revenue marketing, you’re not just generating buzz or collecting contacts; you’re creating a cohesive strategy that drives real, measurable results.

So, as you dive into your marketing efforts, keep things fresh and exciting. Experiment with new ideas, keep your audience engaged and always aim for growth. The possibilities are endless, and with the right approach, the sky’s the limit.