Lead Generation Vs Demand Generation
Lead and demand generation objectives are common ground for B2B organisations. We are all challenged with providing sales with more opportunities that are better qualified at a lower cost. Whilst there are many commonalities between lead and demand generation, there are fundamental differences in how they are structured, what their orientation is and how they deliver results.
Over recent times the lines of distinction have blurred. Effective lead generation campaigns can be continual and ongoing. Some demand generation programmes can be short in length and more tactical in delivery. Many parties even use the terms interchangeably. We prefer to use this as an outline or framework, a starting point to define what type of communications and activities will help you best achieve your organisation goals.