Demand generation and lead generation are two separate but affiliated marketing operations. They aim to induce good leads for the deals channel. Both the demand generation and lead generation are considered part of the larger B2B marketing strategy.

Demand gen and lead gen take a significant place in any effective B2B marketing strategy. The pretension of demand generation is the creation of interest in your business and brand structure. Lead generation is about landing the contact information of those who want to learn further about what your company offers. Working in accordance, they accumulate a prospect list and transmit these good leads to the sales team, who will attempt to convert those leads into actual customers.

What is Demand Generation?

Demand generation is a strategic process in which awareness, interest, and desire for certain products or services are created, mostly among a wide audience. It’s a long-term strategy that educates your potential customers, positions your brand as an industry leader, and eventually builds trust and credibility. On the contrary, to lead generation, demand generation does not usually aim at getting contacts right away; it targets creating a meaningful connection with a wide audience first.