Demand generation and lead generation are two B2B marketing concepts that we should not confuse or, above all, take as contradictory. For our sales funnel to be effective, these two strategies must work harmoniously.
Both demand generation and lead generation are marketing methodologies that seek to attract the attention of potential customers and convert this attention into sales. Thus, we can say that demand generation seeks to make the brand known, while lead generation transforms the audience into customers.
Bottom line: For a lead generation strategy to be effective, it must be preceded by a demand generation strategy .
What is demand generation?
Demand generation is the combination of marketing activities specifically designed to stimulate attention and interest in a brand, such as content, advertising, events, etc.
Its goal is to make your brand known to potential customers and get them to enter and move through your sales funnel.
Key components of a demand generation strategy
In an AIDA (Attention, Interest, Desire, Action) acquisition model, demand generation focuses on the Attention and Interest parts, primarily name brazil whatsapp number data recognition and generating excitement around the brand.
The four keys to a demand strategy are:
1.- Establish well-focused objectives
For an effective demand generation campaign , objectives should focus on increasing brand visibility. Specifically, objectives such as brand awareness, visibility, traffic, and share of voice should be considered.
2.- Raise awareness
In an incredibly competitive market, maintaining b2b lead generation campaigns focused on the decision phase brand awareness is the best way to ensure that new leads flow into our funnel. To do this, our strategy must ensure that our tactics create a persistent positive impression of the brand for the audience.
3.- Explore alternative marketing strategies appropriate for the brand
The goal is to attract attention, so strategies such cpa email list as the use of influencers, experiential marketing, sampling or demos, guerrilla marketing and entertainment can help improve brand awareness.
4.- Creation of informative and useful free content
Content such as social media posts , blogs, webinars, podcasts, videos, eBooks, case studies, infographics and market reports help build a strong voice and authority.
What metrics are important in demand generation strategy?
Some of the most appropriate marketing metrics to check the success of our efforts in demand generation strategies are:
What is lead generation?
Lead generation strategy is the combination of marketing activities designed to increase a potential customer’s interest in the brand, nurturing them until they become a convert. The main objective is to capture prospects as soon as possible once they are inside our sales funnel.
Lead generation marketing campaigns collect information about the audience , their interactions and their interests to pass it on at the right time B2B Lead Generation to the sales team for closing. This information is also used to create an ideal customer profile , which will be used to search for and identify other similar potential customers.
Key components of a lead generation strategy
The lead generation strategy focuses on the Desire and Action parts of the AIDA model. That is, converting someone’s interest in the brand into a desire for the product or solution we offer and its sale.
The seven keys to a lead generation strategy are:
1.- Establish a lead capture model
Without a strategic lead capture plan, it is difficult to move prospects who are in our sales funnel. The most important part of this plan is the web form through which we collect data from landing page visitors.
2.- Develop your hook offers
We need to offer a lead magnet to our audience B2B Lead Generation in exchange for collecting their emails, phone numbers, or contact information. The offer is usually downloadable content or a digital tool, such as demos, whitepapers, e-books, coupons, discounts, or other exclusive, time-limited offers.
3.- Optimize Landing Pages
Landing pages serve as a landing strip for our ads and calls to action. From there, we must ensure that their design favors our flow by minimizing distractions and providing a clear and incentivized path.
4.- Take advantage of social networks
By using the paid and organic tools offered by social networks, we can promote our offers or brand by obligatorily including a call to action in all our publications and advertisements.
5.- Use marketing automation
Automated workflows help us create processes to expand our reach. They also help us track and evaluate the effectiveness and performance of our lead generation campaigns.
6.-Develop a lead score system
Lead scoring systems are very important to prioritize our list of potential clients based on the depth and quality of their interactions.
7.- Use remarketing
Remarketing allows us to maintain contact with website visitors and draw their attention to the brand elsewhere on the Internet. Remarketing is a great way to regain the attention of leads, launch an irresistible offer and collect their information to transform them into customers .
Important metrics of lead generation strategy
Lead generation strategies are different for every company, and the KPIs they use to measure success vary. However, there are some general metrics that help evaluate their effectiveness:
Types of leads
You can group leads into different categories based on their interactions and where they are in the sales funnel.
* Marketing Qualified Lead (MQL) : These contacts interact with our content, but are still at the top of the funnel and not ready to be contacted by the sales team.
What is the main difference between demand generation and lead generation?
The key difference between demand generation and lead generation is that demand generation happens at the top of the sales funnel when you grab your audience’s attention and generate interest in your products or services. In contrast, lead generation focuses on collecting information from interested prospects in order to convert them into customers.
How to combine demand generation and lead generation in a sales strategy
For a business, it’s not about which method to focus on first, but how demand generation and lead generation can work together to create a perfect customer acquisition strategy.
Although both methodologies are two different processes, they must work together to create a harmonious system that converts target audiences from consumers to interested prospects and interested prospects to customers.
For example, a company might decide that they want to produce some informative and useful free content. This demand generation strategy works well to generate interest in a brand, and it would be wise to combine it with a lead generation strategy to make the most of marketing efforts. So, it may be wise to give away the eBook via an email link, thereby capturing the email address of potential customers so that we can keep in touch during the sales process.
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