As a digital agency, we also use both strategies for ourselves and for our customers . In this section, we will explain how they are used in practice using an example.
In our example, a medium-sized software company wants to strengthen its market position and win new customers . The company specializes in project management solutions.
Step 1: Demand Generation – Building Brand Awareness and Interest
The company launches a demand generation campaign to increase awareness of its brand and products . It creates a series of informative blog posts that address the challenges in project management and show possible solutions . In addition, webinars are offered in which experts give tips for effective project management. This content is distributed via social media channels and SEO-optimized articles to reach a wide target audience.
This will arouse the interest of potential customers who are greece phone number data looking for solutions to their project management challenges but are not yet actively looking for a product.
Step 2: Lead Generation – Collecting contact information and qualification
Once interest has been aroused, the company uses lead generation tactics to collect contact information . It offers a free e-book with in-depth information on project management, which can be downloaded in exchange for contact information. In addition, targeted landing pages are set up for webinar participation where interested parties can leave their contact information.
The goal of this measure is to generate qualified leads from the interested audience who have already shown a basic interest in the company's solutions.
Step 3: Combining both strategies in the customer journey
The company now uses the collected contact data to further qualify the leads through personalized email marketing campaigns . Special offers, such as demo versions of the software or exclusive consultations, are offered to guide the leads further in the sales process.
By combining demand generation and lead generation, the company was able to not only increase its brand awareness but also generate a significant number of qualified leads that ultimately converted into customers .