January 20, 2022

Things Nobody Told You About Demand Generation Vs Lead Generation!

Do you want to learn how to generate leads online? If yes, then this article is for you!


In this blog, I'm going to show you how to generate leads online using demand generation vs lead generation. And which of these is best suited for your business in demand gen vs lead gen comparison.

This method works very well if you already have a list of potential customers.

Differences nobody told you about demand generation vs lead generation.

Which of these two is the more effective strategy?

What is Demand Generation?

Demand gen vs lead gen are both different aspects coming to the business point of view.

Demand generation is the process of generating sales from your existing customer base. It's basically marketing that focuses on creating new business rather than getting new customers.

Demand Generation  (aka 'DG' for short) is a process that starts with identifying the need or opportunity of your target market and works backwards.

Identification -  This is done by using an online questionnaire or pre-designed survey. 

The advantage here is that you are just gathering information and not making requests – this makes people feel valued without coming across as pushy which can be off-putting especially if they hadn't realised they needed your service/product. 

You're also able to tailor what needs to be asked so it's relevant to them.

Demand generation examples

Every promotional strategy must begin with an awareness component.

In essence, demand generation generates awareness of your product or brand before you’re able to show consumers how they can use what you have to offer. 

For example, a service provider who wants to promote its value might encourage website visitors and would-be customers by offering them coupons or other rewards for visiting the site. 

Or an insurance agency reminds shoppers why they need their products—and then persuades them with a special deal on the homepage that makes it easy to add in coverage right now through an online form.

It's all about selling to people who are already interested in what you offer.

The key difference between demand generation vs lead generation is that demand generation is focused on converting your current customers into buyers. 

Whereas lead generation is focused on finding new customers.

So, it's not just about sending emails or cold calling but actually talking to your prospect.

Demand generation is a method for marketers to assist their customers in diagnosing a problem they are experiencing. In turn, it proposes that a company or individual can assist them in solving the problem. 

For example, someone with a leak under their sink might Google for an answer, and the likely problem is then presented to the possible solution through a piece of demand-gen focused content (such as a YouTube video, blog, or Infographic).

Demand generation activities can be placed on a variety of platforms, including social media posts, videos, blogs, infographics, PPC ads, and other social media activities. 

The content is easy to consume (rather than gated or paywalled) and is the driving force behind demand generation. Demand generation is targeted at lifting awareness of both the reader's pain point and the content provider's potential solution.

What is Lead Generation?

Lead generation is the practice of identifying prospective clients and turning them into qualified sales leads.

A lead is defined as any person who has expressed interest in buying something from you.

In the early days of customer interaction, the marketer had only one choice: develop a monolithic lead. Lead generation marketing is, by definition, any activity that produces large volumes of individual leads. 

The customer interview process was an elaboration on earlier forms of lead generation; it was a way to create closer relationships with prospects who might be more likely to become customers. 

This might include using unique questions such as "What made you choose our product or service?"

The post-SEO era saw another change in how marketers generated leads from their websites and other digital touchpoints. 

Lead generation efforts are used by businesses to generate a lead and make an impression on the target market. 

The lead generation efforts can be divided into two categories: demand generation and lead generation efforts. Both strategies have their own unique benefits.

Demand generation is an umbrella term that describes a wide array of online lead generation content creation services, often delivered in the form of whitepapers and webinars. 

Lead generation content is generally short – ranging from 3–20 pages – and designed to educate users on pain points, offer solutions, or request information.

lead generation content can be used for lead generating through various channels including email marketing lists; direct mail campaigns; social media “share” buttons; sales force automation.

Lead generation campaign examples

The best way to generate leads is to directly target a specific audience and get them reading about your brand.

A good lead gen campaign will: 

1. Research the best ways to create interactive content that attracts people from their website.

2. Provide significant value at the end of each piece so they want what you’re offering. 

The prospect needs compelling reasons to click on your call-to-action (CTA). The more information you provide, the better. 

Leads may come from different sources-directly from a website visitors, online inquiries ,social media,etc.

Lead generation can also be the result of:-

1. A phone call made by a salesperson

2. An email sent by a salesperson

3. Leads generated from a marketing campaign

4. Lead generation tactics include:

5. Email campaigns

6. Social Media Marketing

7. SEO(Search Engine Optimization)

The Comparison Of Demand Generation Vs Lead Generation

Now, finally comes the point for which you are waiting for- Demand Generation Vs Lead Generation.

Demand Generation Vs Lead Generation

Demand generation grows your audience by attracting new visitors to your website and introducing them to your solutions. 

On the other hand, lead generation converts your audience into qualified leads. 

It’s a subtle distinction, and the two strategies are deeply connected.

Demand gen increases brand awareness, educates your target audience, builds trust, and sparks interest. Lead gen demonstrates brand value and differentiation, captures audience contact information, nurtures prospects, and converts high-quality leads to customers

Do you know how important metrics are when it comes to your lead gen strategies? 

Or what metrics should you be paying attention to? You may have a vague sense of some behavior or strategy that enhances or improves lead generation and you want to start implementing these right away, but aren't quite sure. 

What metrics do I need in my lead gen funnel?

Let's say there's a new process in place, like measuring the number of people who take an on-demand webinar after they complete one. 

It might seem basic, but quantifying exactly what kind of data needs to be tracked means business.

Can You Do Lead Generation and Demand Generation at the Same Time?

One of our job focuses is demand generation. We're not big on waiting around for people to build their brand and knock on your door with a proposal. 

You need some lead-generation processes in place so we can do the sales pitch for you; otherwise it comes off as very disingenuous, like someone pulling the wool over your eyes by pretending they lack funds or are trying something new without proper PR protocols set up from before launch at all stages.

Common FAQs

1.What is a demand generation plan?

A demand generation plan is a plan that helps businesses grow their revenue by generating leads and sales. It can be achieved through different strategies such as content marketing, online advertising, email marketing, etc.

2.How to measure the success of your demand generation?

Success of demand generation can be measured in terms of the number of leads generated, conversion rate, and lifetime value.

Measuring success:

The main goal is to measure how successful your campaign was by tracking these three key metrics. For example, if you generate 100 leads for a particular campaign, then your overall success rate would be 100%. However, if that same campaign only generates 10 leads but those 10 leads are worth $1000 in revenue for your company then the campaign would have been a huge success.

3.What are some examples of companies that do demand vs lead marketing campaigns and how successful have they been?

A company that does demand vs lead marketing campaigns is Microsoft. Their campaign was very successful and helped them gain a lot of customers.

Here are some examples of companies that have done well with their demand vs lead marketing campaigns:

a. Apple 

b. Facebook 

c. Amazon


The demand generation plan is a marketing strategy that helps businesses grow their revenue by generating leads and sales.

Demand generation and lead gen refers to a process in which companies create leads for specific products or services by interacting with various channels such as social media, blog posts, video blog content.

 In this case the company creates awareness about their product among target audience who can then interact with community members via blogs/webinars etc to generate more demand for the product

Gated content is a sales team's best friend. It allows the sales team to focus on activities that directly impact the bottom line. 

The sales team gets direct access to customer information and data, which in turn reduces the time spent contacting leads and wasting their resources on irrelevant prospects.

Lead generation strategies lead generation strategies are the activities that lead to a prospect entering into a business-to-business (b2b) sales cycle. This is where they become qualified potential customers and want more information about your product or service.

Demand generation content is a strategy used to generate leads for your business. The demand generation content updates readers on the latest news, trends and innovations in the industry or niche you are targeting. Blog posts can be segmented into categories such as: technology, management topics, marketing strategies and more depending on what type of audience you are looking to attract. Examples include blog articles about SEO for small businesses.

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