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How to Decide Between Lead Generation vs Demand Generation Services

posted by Margaret Spencer on October 24, 2017

How to Decide Between Lead Generation vs Demand Generation Services

In this day and age, it’s surprising that quite a number of B2B marketing folks still get the terms “lead generation” and “demand generation” mixed up. Although these two activities remain inextricably linked, they’re not the same thing. That’s why if you’re out on the market looking for lead generation or demand generation services, it’s important that you know the differences between them and find out how to choose which one you need.

Demand generation and lead generation share some similar goals, but successful marketers use each of these to achieve different sets of objectives. According to the Content Marketing Institute, demand generation creates interest on your brand or product, while lead generation captures information from interested prospects once demand has been established. The outcome of demand generation services is increased reach and conversions, while that of lead generation is new qualified contacts available for marketing or sales.

In other words, demand generation precedes lead generation. Demand generation hauls prospects into your sales funnel, while lead generation ensures that these prospects actually make it inside. That means if you’re looking for an outsourced marketing partner, you need to be sure you’re getting the right services. Here’s a few questions to help you find out whether you need lead generation or demand generation services:

 

  1. What are your present priorities and objectives?

Customer acquisition and brand awareness typically vie for marketers’ time and budget. But achieving either or both these end-goals requires having clear processes in place. What’s more is that these processes vary depending on whether your current strategic situation call for a revenue-oriented or a branding-focused approach (or a combination of both).

If you’re leaning toward customer acquisition, then lead generation activities should probably make up a significant chunk of your marketing efforts. Otherwise, going for demand generation services is most likely your best path forward.

 

  1. How much does your target market know about your product or solution?

Keep in mind that demand generation services help you create buzz and awareness about your solution or company. It’s the right tool for the job if your target buyers aren’t very familiar with what you’re offering and you need to let your audience know about its capabilities and benefits.

On the other hand, if your target prospects already have a good idea about your product, then they’re potentially ready to proceed toward the next stages in the sales funnel. That’s where lead generation can really help.

 

  1. What prospect qualifications are you looking for?

Here’s one way to think about the differences between lead generation and demand generation services. Demand generation is like casting as wide a net as possible, while lead generation helps keep only the most interested prospects, setting the rest aside. This is why demand generation tactics often use content that’s freely available (such as blog posts), whereas lead generation relies on gated content assets (such as whitepaper downloads).

Lead generation needs a more specific (and oftentimes narrower) set of prospect qualification criteria. BANT, buyer profiles, and lead scores make up prospect qualifications in lead generation. Demand generation, meanwhile, works with a broader set of prospect characteristics.

 

  1. What are your target outcomes?

Demand and leads are obviously different things, although you could argue that a lead is what demand looks like once qualified. Unless we’re talking about demand in a microeconomics context, quantifying demand for your product or solution is trickier than measuring lead generation outcomes.

With lead generation, it’s easy to find universally agreed-upon metrics to measure results (e.g., record counts for lead quantity, lead scores for lead quality). For demand generation services, it takes a little creativity to find the right yardsticks to use.

By now, you’ve possibly gotten the impression that lead generation and demand generation go hand in hand. That’s exactly the case. Deciding between lead generation and demand generation services is actually finding the right balance between which initiatives to do in-house and which ones to outsource to a third-party provider. Define what you want to achieve and determine how your current capabilities and resources stack up against your objectives.

Posted in B2B Leads | B2B Marketing | Business | Business Advice | Contact Database | Contact Lists | Lead Generation | marketing | Marketing Tips | sales with no comment


5 Ways to Find Email Addresses for Account-Based Marketing Campaigns

posted by Margaret Spencer on October 10, 2017

Despite rewriting the rules of marketing and turning the traditional sales funnel model on its head, account-based marketing (ABM) still very much relies on good-old email as one of its most effective tactics. That’s why you still need to find email addresses that let you reach out to every decision-maker who’s part of the buying […]

Posted in B2B Leads | B2B Marketing | Business | Business Advice | Contact Database | Contact Lists | Lead Generation | marketing | Marketing Tips | sales with no comment


4 Ways to Use Influencer Marketing for Faster Fresh Leads Creation

posted by Margaret Spencer on September 27, 2017

  It sometimes pays to stand on the shoulders of giants to extend your marketing messages’ reach and impact. That’s why influencer marketing is an ideal strategy for speeding up fresh leads creation and conversion. Influencers can help you connect with a larger audience or reach deeper levels of engagement which you’d most likely have […]

Posted in Advertising Company | appointment setters | B2B Appointment Setting | B2B Contact Database | b2b contact leads database | b2b contact list | B2B Leads | B2B Mailing Lists | B2B Marketing | B2B Telemarketing | Business | Business Advice | Business Contact Database | Business Contact List | Contact Database | Contact Lists | Lead Generation | marketing | Marketing Tips | sales with no comment


5 Key Qualities to Look For in a Data Gathering Solution Provider

posted by Margaret Spencer on September 20, 2017

We’re living through some pretty exciting times for data-driven marketing. Recent research from the Winterberry Group and Global Direct Marketing Association finds that almost 80% of marketers agree data is more critical than ever. The same study also reports that 88% actively use list segmentation and that 64% of marketers buy data from third-party data […]

Posted in B2B Leads | B2B Marketing | Business | Business Advice | Contact Database | Contact Lists | data gathering solution | Lead Generation | marketing | Marketing Tips with no comment


6 Firmographic Info to Gather on Your Next Contact List Appending Run

posted by Margaret Spencer on September 15, 2017

In B2B marketing, getting to know your prospects and leads better can oftentimes require adding more fields on your marketing database. That’s why contact list appending remains a critical component of a modern B2B marketer’s data management plan. When done right, data appending enables you to paint a sharper image of potential customers, so that […]

Posted in B2B Leads | B2B Marketing | Business | Business Advice | Contact Database | Contact Lists | Lead Generation | marketing | Marketing Tips | sales with no comment


6 Actionable Ways to Segment Information Technology Mailing Lists

posted by Margaret Spencer on September 12, 2017

Whether IT managers, directors, or CIOs (or all three) make up your information technology mailing lists, reaching out to an organization’s IT decision-makers via email can be a tough nut to crack. IT folks tend to be a well-informed bunch (i.e., keeping up with developments in their field is an unwritten item on their job […]

Posted in B2B Leads | B2B Marketing | Business | Business Advice | Contact Database | Contact Lists | Lead Generation | marketing | Marketing Tips | sales with no comment


Never One Without The Other: Email Marketing and Email Database

posted by Margaret Spencer on August 9, 2017

I found articles that say, “Email is Dead” and “Buying an Email List is a No-no” a faux. It’s definitely not the case, not if you know how to make your email marketing strategy a killer and purchase an effective email database. Email marketing is one of the distinct ways in B2B marketing strategies that enables […]

Posted in B2B Marketing | Business | Business Advice | business email database | Business Email List | business email lists | contact database for email marketing | E-Mail Lists | e-mail marketing | email database list | email lists for lead generation | Email Marketing List | lead acquisition | Lead Generation | marketing with no comment


Reminders For Starters In Email Marketing

posted by Margaret Spencer on August 7, 2017

What is email marketing? Email marketing involve sending emails like product advertisements, business requests, sales solicitations or donations to potential or current customers. As a starter in email marketing, sending emails to everyone you just know through LinkedIn, Facebook or Twitter might feel off to you. However, know that you are not the only business […]

Posted in B2B Marketing | Business | Business Advice | content marketing | e-mail marketing | lead acquisition | Lead Generation | marketing | marketing ability | Marketing Tips with no comment


The B2B Consultative Selling Approach

posted by Margaret Spencer on August 3, 2017

Peoples’ way of buying have dramatically changed over the years. In the past, buyers had to approach the seller early in the sales process in order to research information for their purchase. The buyer needed information and the seller had it. Seller had the power to influence the sale as they come back with more information […]

Posted in Business | Business Advice | lead acquisition | Lead Generation | sales | sales ability with no comment


6 Signs Your Email Marketing Service Provider Is Doing It Right

posted by Margaret Spencer on July 28, 2017

Email marketing is far from dead. In fact, a recent survey conducted by Ascend2 revealed that using emails is the first of the top three most effective digital marketing tactics used by more than half of companies with a rating of 61%. Also, according to Hubspot, 59% of B2B marketers consider email as the most […]

Posted in B2B Marketing | Business | Business Advice | e-mail marketing | E-mail marketing services | lead acquisition | Lead Generation | Lead Nurturing | marketing | marketing ability | marketing automation | Marketing Tips | sales with no comment


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