Savvy marketers are rewriting the playbook for exponential growth with a common sense approach to generating interest and driving sales. However, there’s also a healthy debate among marketers surrounding lead generation versus demand generation, and which tactics are right for your business.
This image illustrates the impact that a shift from lead gen towards demand gen can have on your bottom line.
Traditional lead generation focuses on generating a large quantity of leads, often through tactics such as email campaigns and paid advertising, with the goal of passing those leads directly to sales teams.
In contrast, modern demand generation emphasizes building brand awareness and nurturing leads through personalized content and targeted campaigns, with the goal of impacting pipeline and revenue.
Simply put, demand generation requires a greater focus on reaching your ideal customer profile (ICP) and driving purchase intent instead of collecting email addresses from low-intent lead generation.
Ultimately, your approach to growth marketing will depend on a plethora of signals including the size of your organization, deal win rates, your average contract value and sales cycle, as well as your unique goals.
<aside> 🔥 Hot Take: Lead gen isn’t all bad. If an organization has phenomenal win rates, it makes sense to adopt some lead gen tactics and prioritize volume over quality.
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