A key difference between demand generation and lead generation lies in the way content is provided. Demand generation focuses on content that is freely available and is used to increase awareness of the brand or company. In contrast, lead generation is based on the principle of making content available in exchange for contact information. Interested parties must therefore provide their contact information in order to download or read the content. In this way, companies generate leads that they can then qualify for further actions.
The primary goal of demand generation is to increase brand awareness and generate new demand . In comparison, the goal of lead generation is to collect valuable contact information and pass it on to sales as qualified leads .
The two marketing strategies also differ in terms of the measures used . While demand generation relies on freely accessible content via social media or the website/blog through content marketing , lead generation uses campaigns. These can be placed on social media or Google for a fee. Other measures include landing pages and email marketing.
Possible uses of the two marketing strategies
The two strategies work particularly well when used in ghana phone number data conjunction with one another . This allows different company goals to be achieved efficiently. Both measures are suitable for different goals, as already explained in the previous sections. Therefore, a distinction is made between different possible uses below.
Demand generation is particularly well suited to attracting the interest of potential customers and building sympathy . If the goal is to attract interested parties and potential customers, this marketing strategy is suitable. Products that require explanation or complex services can be presented particularly well in order to convince customers of your own expertise . Demand generation is particularly suitable for B2B companies or B2C companies with complex products .
If you want to convert interested parties into buyers, lead generation is used. Interested parties are "interacted" with suitable content and are thus encouraged to make a purchase decision. It is important that the content is created to suit the phase of the customer journey . Interested parties can be motivated to make a purchase by sending an email with further information about the product or a discount campaign.
Demand generation is usually used at the beginning to gain the trust and sympathy of interested parties. Lead generation follows and converts interested parties into buyers by "playing" them with suitable content.