Difference between Demand Generation and Lead Generation


What is Demand Generation?

Demand Generation, or “demand gen”, is the process of creating awareness and demand for your company’s product or service. In short, demand gen aims to bring new visitors to your website or business in order to introduce them to your company. The end result is to build awareness in your target audience, establish trust, and to create interest for your company. What are the techniques of demand generation?
  • Blog posts or articles
  • Social media posts
  • YouTube videos
  • Press releases
  • Podcasts and interviews
  • Free tools
  • Case studies
What is Lead Generation?
Lead generation or “lead gen”, is the process of converting potential customers into qualified leads. It is the process in which a potential customer exchanges his information in exchange with something such as an eBook, white paper etc.

It is way below demand generation in the sales funnel.

The end result is to find qualified leads for your company so that they then be added to a lead nurturing processor so that a salesperson can follow up.

How are leads generated?
  • Any type of gated content (such as an eBook, PDF, checklist, cheat sheet, whitepaper, etc.)
  • Free samples
  • Email Subscriptions
  • Events
  • Product Demos
Viral Contests (where someone needs to enter their email or other contact information to enter)

What’s the Difference Between Lead Generation and Demand Generation?

Demand Gen and lead gen are not the same but they are not very different either. In a nutshell, lead generation is a subset of demand generation. Demand generation is used to create awareness and attract new people to your business, while lead generation is used to qualify those people into “leads” and get them ready for the next step in your marketing or sales process.

Demand generation uses free content (such as blog posts, articles, videos, etc.) in order to create awareness and to attract your target audience.

Lead generation content is “gated”, that means a person has to provide their email and/or other contact information in order to receive that piece of content (such as a PDF, whitepaper, checklist, etc.). This allows sales and marketing to continue the relationship and nudge that person towards a purchase.

For lead and demand generation services, please send us an email at info@kiabiz.com

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