As Gartner puts it, “Where demand generation strives to build brand awareness and authority so potential customers reliably enter the purchase track, a lead generation strategy focuses on turning an engaged audience into leads via direct outreach.”
Sure, many of you just thought, “Duh.” But while some people know demand gen and lead gen are different things, many don’t embrace that difference nearly as much as they need to. In the scramble to drive clicks, we can all be seduced by the low hanging fruit that is the qualified target customer in a buying mindset. Sell, sell, sell and by the way, we have a brand.
But demand gen’s job is infusing every message with your value proposition and faithfully conveying the look and feel of your brand. Why? Well, in Gartner’s words, “A true and lasting brand awareness strategy leaves potential buyers with a lingering, positive impression of a company, and makes them more likely to trust that company when it offers solutions to the customer’s challenges or needs.”