Recently I’ve been getting a lot of questions regarding lead gen and how to increase leads-and I was asked “lead gen, demand gen….aren’t they the same?” The answer is not really. So as I was pulling together a presentation for a client to explain the concept I figured this would likely be a good blog entry…so here goes.
These processes are different-but why and how?! Here’s a quick primer!
Definition: Demand generation basically covers all marketing activities that create awareness about your product or service, your company and industry. It includes a mix of inbound and outbound marketing. (we’ll get into inbound marketing at a later date-but what you need to know is inbound marketing is essentially everything you do to make you a SME/go to/sought after source).
Goal: Brand awareness, positioning. Create interest and change perspectives.
- Centered around marketing.
- Demand generation not only focuses on the product or service, but also on your industry.
- Examples could be:
- A whitepaper or blog(s).
- A PPC campaign.
- A product video hosted on YouTube.
- A booth at an industry event or tradeshow.
Definition: Lead Generation what we call the process of collecting leads through forms or website tracking software that gets downloaded and spit out in a report.
Goal: Collecting leads for sales and marketing outreach.
- Centered around sales.
- Examples could be:
- Any form(s) someone needs to fill out before they receive content of a whitepaper, something at your trade show booth, something on your site.
- A form on your PPC landing page.
- Visitor tracking of website.
So effectively lead gen is a function of demand gen. Basically the goal of all these marketing activities is to work together in a symbiotic manner and to provide you the greatest touchback capability to your customer. Now there isn’t a perfect mix either-each industry has little differences-for example, tech likes blogs. But say…transportation or energy-they’re likely not blog readers, but energy may be more apt to look at whitepapers or case studies, and transportation perhaps leans more into case studies. (disclaimer is I know nothing about transportation or energy industries). Basically the marketing department and the company needs to find what mix works for them. A lot of it will be trial and error. Hopefully this will give you a decent overview! I’m in dire need of putting this into an info graphic…