Lead Generation vs Demand

Campaigns to grow your customer base

Lead Generation vs Demand Generation.

For inside sales and business development reps, their job is a fishing expedition unless they are working with good MQL data generated by marketing efforts. Lead generation vs demand generation is a topic marketing and sales teams discuss weekly. The difference is that a lead has attributes that have been identified and provided, demand gen produces suspects/prospects as they are yet to self-identify.

Nurturing is critical to growing a business pipeline, a lot of people overcomplicate the task or rather can’t see clearly where their potential “sweet-spot good-fit” targets reside.

Marketing’s ultimate job is to generate leads that the sales team can close.

You will hear people conflate demand generation vs lead generation, these are two very distinct strategies tied to different objectives and results. Simply put, demand generation attracts suspects or people you know very little about and gets them interested in what you have. They only become a prospect when they identify themselves by providing some information to you. They then become a lead when the data fits your sweet-spot, good-fit target profile. Then they can be further processed through your funnel.

Do You Know The Health of Your Sales Funnel?

Marketing Automation

The use for many of their marketing automation system, Pardot, Hubspot, Marketo, etc., is really just a glorified email tool, but it should be so much more than that. While email marketing (Qualifier being to opt-in lists) remains a high-performing lead generation tool, privacy concerns are diminishing that ability daily. Analytics blocking and sophisticated spam-filters open emails and click on links fooling business leaders, who spend too much time combing over analytics, into thinking they have more interest than they really do. Your marketing automation system should be fully integrated with your digital assets to do the due diligence for the marketing team and help create real leads.

Do You Have Sweet-spot, Good-fit Targets Mapped Out?

Persona Mapping

Every business should have personas mapped out to understand the people who buy, use, and interface with their products and services. Doing this not only helps with lead generation but also lowers churn as you can have a voice in your marketing for all stakeholders.

Lookalike Audiences

Once you have enough data to understand the characteristics of the people who buy from you, you can then start building lookalike audiences that should give you a much higher return on your marketing investment as more should become leads.

You Do Have an ABM Plan, Correct?

Account-Based Marketing (ABM)

Once you have personas mapped out and lookalike audiences being mined, you can put in place front-end and back-end ABM or account-based marketing strategies. On the front end, it should help you close bigger account deals, on the back end, it will help with renewals and churn.

For info on Advertising click here.

Good marketing executives can help your business to drive leads into your funnel for your sales team to close. If you don’t have the resources or experience in-house, we are here to work for your success.

GCG Service Request