Demand gen vs. lead gen

demand gen vs lead gen

Growth Orbit Insights

The terms “demand gen” and “lead gen” are often used interchangeably. This common confusion can easily be overcome by knowing a few key differences between the two. Let’s explore those differences so it’s easier for you to know which is which.

by Steve Schilling

Demand Gen vs. Lead Gen

Differences and Ways to Make the Most of Each

Demand generation and lead generation are two key strategies used by businesses to attract and acquire new customers. While these strategies are often used interchangeably, there is more than one major difference between demand gen and lead gen.

But that doesn’t mean you have to choose one over the other for good – they can actually complement each other in various ways. Keep reading for tips to make the most of each method.

Click to access expert insights on B2B lead generation.

What is demand gen?

Demand generation refers to the process of creating and promoting a company’s products or services to a target audience in order to generate interest and demand. This can be achieved through various means such as marketing campaigns, social media outreach, content marketing or events.

The goal of demand generation is to increase brand awareness and attract potential customers to the company’s website or other channels.

What is lead gen?

Lead generation is the process of identifying and cultivating potential customers who are interested in the company’s products or services. This can be achieved through various means such as outbound calling and email or attending events.

The goal of lead generation is to directly engage potential customers so that the company can learn, develop a relationship, and nurture those leads into paying customers.

Differences between demand gen and lead gen

While demand generation and lead generation may seem similar at first glance there are several key differences between the two.

Demand gen vs. lead gen: Breaking it down

Demand Gen

  • Generates interest in the company’s services among a wider audience
  • Broad, long-term strategy to acquire new customers

Lead Gen

  • Cultivates relationships with specific prospective individuals
  • Targeted, short-term strategy to acquire new customers

Despite these differences, demand generation and lead generation can actually complement each other in various ways.

For example, a strong demand generation campaign can help to attract a larger audience to the company’s website or other channels increasing the pool of potential leads that can be cultivated through lead generation efforts.

Similarly, successful lead generation efforts can help to identify and prioritize potential customers who are most likely to be interested in the company’s products or services allowing the company to focus its demand generation efforts on these individuals.

Growth Orbit helps you convert leads into customers

In summary, demand generation and lead generation are two distinct strategies that businesses use to attract and acquire new customers. While demand generation is focused on generating interest in the company’s products or services among a wider audience, lead generation is focused on identifying and cultivating specific individuals who are prospects for the company’s offerings.

Despite their differences, these strategies can actually complement each other in various ways with strong demand generation efforts helping to attract potential leads and successful lead generation efforts helping to convert those leads into customers.

Growth Orbit is here to help your business develop unstoppable B2B customer conversion tactics. Contact us online or call (770) 881-8408 to get started.