- Learning the difference between lead gen vs. demand gen is key to deploying both tactics effectively
- Many businesses face an imbalance in strategies, which stifles growth
- Partnering with a top agency like LevelUp Leads can restore your marketing balance and maximize results
In developing your B2B marketing plan, you’ve probably heard the terms “lead generation” and “demand generation.” Although you might confuse the two, they refer to two distinct strategies that serve different purposes in your outreach process. Understanding the difference between lead gen vs. demand gen—and how to use examples of both effectively—is essential if you want to build a robust sales program that drives both awareness and revenue.
Here’s what you need to know about these key efforts, along with how LevelUp Leads can help your company execute both strategies effectively.
What Is Demand Generation?
Demand generation focuses on building awareness of your brand, product, or service. Its goal is to educate potential customers, increase your visibility, and create interest in and demand for what you offer. This is often done before a buyer is actively seeking a solution.
Examples include outreach that is considered “top-of-funnel” in nature. This outreach casts a wide net and could include:
- Publishing unique educational blog content
- Sharing insight on social media platforms
- Creating how-to videos
- Hosting webinars
- Running targeted awareness campaigns across online and traditional media
This type of content is usually ungated, which means consumers don’t need to provide contact information to access it. It piques interest in your company by helping your audience recognize a problem or opportunity and positioning your brand as a credible source.
What Is Lead Generation?
Lead generation is the process of actively capturing contact information from potential customers. This typically occurs when a prospect encounters your outreach and then takes action to obtain further information. Lead gen examples could be:
- Downloading a whitepaper or digital guide
- Signing up for a newsletter
- Registering for a demo
- Completing a contact form
In exchange for providing their information, the user gains access to a resource they find valuable. The business, in turn, gains a lead—a prospective client who has shown interest and may be a good fit for further engagement.
Key Differences Between Lead Gen vs. Demand Gen
The distinction between lead gen vs. demand gen boils down to what’s being offered, along with the timing in the client’s purchase arc and your company’s intent.
|
Demand Generation |
Lead Generation |
|
|
Type of Content |
Ungated: broad, educational |
Gated: specific, actionable |
|
Examples |
Blogs, videos, social posts |
E-guides, demos, newsletters |
|
Timing |
Early stage of interest |
Open to engagement |
|
Intent |
Create interest/awareness |
Capture contact info |
A simple summary is that examples of demand gen lay the groundwork, whereas lead gen examples build on that foundation.
It’s Not a Choice Between Lead Gen vs. Demand Gen: Businesses Need Both
If you focus only on lead generation without implementing demand generation, you may struggle to attract high-quality leads who’ve developed an interest in engaging. Conversely, if you ignore lead capture and only generate demand, you risk losing key opportunities to follow up with interested individuals.
Together, the two strategies create more efficient pipelines. You improve the quality of your leads, shorten the sales cycle, and build more predictable growth. Instead of taking an either/or approach to lead gen vs. demand gen, tapping both allows you to move prospects from awareness to consideration to decision with fewer gaps.
Recognizing an Imbalance in Your Strategy
Many businesses struggle to get the balance right when it comes to lead gen vs. demand gen. Because there is so much content similarity between demand and lead gen examples, missing the subtleties of how each operates can stifle your results. Here are some signs that one side of your approach may be underdeveloped:
- You’re getting traffic, but few conversions: This often indicates your demand content is grabbing interest but you don’t have good mechanisms in place to capture leads.
- You have a lot of leads, but low close rates: This may suggest your audience isn’t sufficiently warmed up to be open to committing further.
- Your sales team isn’t effectively following up: If your messaging hasn’t clearly conveyed your value proposition, your sales force may make missteps in attempting to engage.
Addressing these issues requires a smoother alignment between your marketing efforts and sales goals. You’ll need to refine your content and your strategy to get back on track and maximize your marketing impact. This is where partnering with a professional outreach agency like LevelUp Leads can provide the hands-on support you need.
LevelUp Leads Supports Your Strategies
Unless you’ve got a large, experienced sales team, mastering the balance of lead gen vs. demand gen can be challenging. It can also eat up resources that could be better dedicated to nurturing clients and closing deals. LevelUp Leads specializes in helping companies grow through targeted outbound marketing that supports both sides of the equation.
Demand Generation Support
Through customized messaging, consistent outreach, and industry-specific targeting, LevelUp Leads helps businesses increase visibility among key decision-makers. Through social media posting, LinkedIn messaging, and other channels, we introduce your value proposition to audiences that may not have been previously aware of your business.
Lead Generation Support
Once interest is established, LevelUp Leads focuses on outreach that converts—collecting lead information, setting appointments, and feeding your sales team a stream of high-quality, qualified prospects. We tailor messaging and follow up with those who engage to maximize lead capture potential.
Transform Your Efforts With LevelUp Leads
Understanding the difference between lead gen vs. demand gen and focusing on how they work together is essential for developing strategies that drive long-term results. With an expert partner like LevelUp Leads, your business can strengthen both efforts so your approach is well-balanced and effective. Reach out today to discuss how we can help refine your strategy and deliver results.
