Demand Generation vs Lead Generation
What is the difference you ask? Tell you I will.
The purpose of demand generation is to create awareness about your company, show value propositions, and to engage people to get them excited about your brand. Whereas the purpose of lead generation is to obtain prospects contact information for further marketing efforts and sales.
Demand generation is a mix of inbound and outbound marketing efforts. When utilized correctly these strategies create demand and viral buzz for your brand. Demand gen initiatives can take time, but marketers who become experts at demand gen are able to craft brand positioning, and messaging to position your brand as a thought leader in your industry.
Typical marketing approaches used for demand generation are:
- Social Media Marketing
- PPC & Paid Social
- Tradeshows & Seminars
- Thought Leadership Programs
Lead generation is a sales-centric activity, that’s all about getting people to give you their contact information. A solid lead gen strategy will allow you to generate qualified leads at all stages of the funnel. These leads are prospects that have shown an interest in your offerings, and are ready to learn more.
Typical marketing tactics used for lead generation are:
- eBooks & Whitepapers
- Landing Pages
- Marketing Automation
Best for your company, which strategy is?
Since 2006, TOMS has been a popular name when the discussion turns to brands that support social causes. TOMS' social cause is more than providing footwear -- it includes initiatives to help provide clean water, eyewear, medical procedures and safe births, local jobs, education and training. It's a robust business model that has helped the company achieve success.
It begs the question: In the digital age, do companies need a social cause to thrive?
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