Lead Generation vs. Demand Generation
When I stopped confusing the two, my marketing got WAY better.
Let’s break it down 👇
*Lead Generation*
-A short-term seller-focused strategy to deliver contacts to your Sales team to sell to
-”Lead” volume is high but quality is very low, often with connect & close rates the same or lower than cold outbound
Example strategy: E-book download via LinkedIn Sponsored Content. Followed by an SDR outreach cadence
*Demand Generation*
-A buyer-centric strategy to create awareness and educate a market so more people come to your Sales team to buy
-Lead volume is lower but quality is super high, with significantly better win rates and shorter sales cycles that cold outbound
Example strategy: Promote a case study of a customer that found impressive success with your product, no CTA. Or host a live Q&A with an internal SME for your market, executed with zero sales intent
A lot of people think they’re doing Demand Gen when they’re actually doing Lead Gen.
It’s time to stop measuring marketing teams like you'd measure an SDR team - driven on “MQL” volume and early-stage funnel metrics that don’t matter.
Marketing works way better at creating revenue when you stay disciplined in creating DEMAND, not leads.
#marketing #b2b #demandgeneration
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