Demand Generation vs. Lead Generation, What's the Difference?

September 30, 2020

Demand Generation and Lead Generation may seem very similar but are in fact very different.  Lead Generation is defined as the action or process of identifying and cultivating potential customers for a business's products or services. While, demand generation identifies potential prospects based on their initial actions and takes them through a nurturing process to provide sales teams with much higher quality, genuinely qualified leads. This results in higher conversion rates and more well-versed conversations between sales reps and prospects.  Demand Generation is a longer process that will take place over a long period of time than lead generation. Demand Generation will involve a close collaboration between sales and marketing.  It involves inbound, email marketing, direct communication with prospect/client to nurture prospects.  It is all about offering your prospect or customer with the resources and education they need to learn more about how your organization can solve their problems.  
Do you have a Demand Generation Strategy in place? If not, here are some steps to get you started:

  1. Offer giveaways of real value that will provide you with many benefits – such as free content or free offers
  2. Offer a free tool or app
  3. Advertise on Facebook
  4. Partner with top industry experts to conduct Webinars, Podcasts or other events
  5. Invest in Content Creation
  6. Email Marketing Campaigns

Again, I need to stress the fact that both your Sales and Marketing Teams need to be on the same page when it comes to a Demand Generation Strategy.  Communication between the two departments is essential.  If you don’t know where to begin, MCA Consulting can assist your organization with building a Demand Generation Strategy. Start seeing higher conversion rates and have your customers and prospects engaging with your organization as the thought leader in your industry.  I hope you found this helpful.  Please continue to stay safe and practice social distancing.  Hope to hear from you soon!

Margherita C. Amplo
President, MCA Consultants
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