Demand Generation vs. Lead Generation

What’s the difference between demand generation and lead generation? If you don’t know, you’re not alone.

Many B2B marketers recognize the value of both and incorporate them into the same campaigns. However, in order to see results, you need to separate the two and have them work together in sequence.

Definition: Demand Generation vs. Lead Generation

The difference between demand generation and lead generation is simple. Demand generation is based on marketing campaigns to create a demand or interest in your product or service. Lead generation marketing is based on campaigns to collect information about potential customers and turn them into leads.

The purpose of demand generation is to increase excitement about your company’s product or service and make people want to buy from you. Demand generation campaigns capture leads on specific interests and are usually generated through lead generation landing page forms for free trials or for people who want more information about your product or service. This is often a long-term plan that emphasizes brand positioning and awareness. As such, you want to reach as many people as possible.

With lead generation, the opposite is true. In order to generate more of the right leads, you need to capture information about potential buyers. After that, you can use targeted marketing campaigns to nurture your leads with relevant content. Lead generation content is typically gated and consists of whitepapers, eBooks, how-to guides, survey reports, webinars, and thought leadership articles.

How to Execute Successful Demand Generation & Lead Generation Campaigns

You must use a data-driven strategy in order to execute successful demand generation and lead generation campaigns. First, you need to understand your buyer personas. Once you’ve looked at the data and analyzed information such as the job function, company size, and industry of your best buyers, it’s much easier to hit them with relevant campaigns.

Content Marketing for Demand Generation vs. Lead Generation

Did you know that content marketing generates 3 times as many leads as traditional outbound marketing but costs 62% less (source)? In both demand generation and lead generation, content is the key to success.

Demand generation content focuses on positioning and brand awareness. In order to raise more awareness, you need to remove all barriers between people and your content. Provide people with data sheets, videos, product webinars, blog posts, and other resources they need in order to make a purchasing decision.

Lead generation content is typically gated and directed to a landing page with a lead generation form that’s required in exchange for your content. Leads who fill out a form in exchange for content likely believe it might help them with their jobs, which allows you to provide your sales team with more qualified leads. Gating your content helps keep less qualified leads out of the funnel and from flowing through to your sales team.

Improve Your Demand Generation & Lead Generation Campaigns

Is your B2B contact data complete or accurate enough to identify your buyer personas? If it’s not, you’re damaging your demand generation and lead generation campaigns. It’s impossible to create relevant campaigns based around guessing. Contact ZoomInfo today to learn how we can help you execute data-driven campaigns and start fueling your funnel with highly qualified leads.