A common phrase on LinkedIn is that demand generation is fundamentally different from lead generation, the opposite even. Lead generation is seen here as one approach to marketing, and demand generation is contrasted with this as letting go of working with leads. Demand generation is all about generating demand. Where lead generation focuses on the 3% that is in-market and at least shows the intention to make a purchase, demand generation focuses on the remaining 97% that is not (yet) prepared to buy. This approach to demand generation is all about becoming top-of-mind with a target group that is not aware of a problem, solution or party for this. How do you know that you are successful with this? Simple: prospects come to you themselves to become a customer. No piece of content is gated, there is nothing left with which you collect contact details.
Funnel model with lead generation and demand generation phases built in
The and-and approach
For many marketers, this way of looking at email industry list optometry demand generation is a bit too simplistic. It is quite something to switch from measurable marketing to a strategy that is more like that of a media company: broadcast and wait for nice figures. That is why you also see a kind of hybrid variant of demand generation: a funnel model where lead generation and demand generation are both built in. In general, this approach comes down to an attribution model where more focus is placed on creating awareness and demand (the demand generation part), but lead generation is also a vital part of the entire cycle. You reserve more budget to invest in that 97% of the market, but still keep a lead generation campaign to be able to say a bit more about potential interested parties.
At Leadgate we test this in the campaigns and content that indicate a higher willingness to buy. If people convert on that, we assume a higher willingness to buy and faster conversion to customer.