How is Demand Generation different from Lead Generation?
Some businesses are indiscriminate when it comes to leads and what qualifies a prospect as a lead. Someone who merely visits a website, for example, might be considered a lead to some companies. This is especially true of businesses that rely on high-volume cold-calling to generate new businesses – think those companies who call you, assume what you want and begin showing a sales down your throat. Snap!
However, Demand Generation identifies potential prospects based on their initial actions and takes them through a (oftentimes lengthy) nurturing process to provide sales teams with much higher quality, genuinely qualified leads. This results in better conversations between sales reps and prospects, and – of course – higher conversion rates and more sales.
Essentially, the greatest difference between Demand Generation and Lead Generation is that demand generation is a significantly more comprehensive process that takes place over a much greater span of time than lead generation, involves close collaboration and communication between sales and marketing departments, and incorporates elements of inbound, direct, and email marketing to nurture prospects while offering them the material they need to learn more about how you can solve their problems.