B2B Demand Generation vs B2B Lead Generation

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It’s easy to become perplexed by the distinction between B2B demand generation and B2B lead generation. Both methods have certain characteristics, but their objectives and specific approaches are separate. Therefore, understanding both can assist you in developing a more successful B2B marketing strategy. This article will explain B2B demand generation and B2B lead generation and discuss how they vary. Additionally, I’ll cover each strategy’s methods and when to use B2B demand generation vs. B2B lead generation. Let we begin:

What is B2B demand generation?

B2B Demand generation is the process through which marketers assist their prospective customers (other companies) in identifying an issue. As a result, it implies that a business may assist them in resolving the issue.

B2B Demand Generation activities may be conducted via various channels, including social media postings, videos, blogging, infographics, PPC adverts, and other forms of social media. The defining feature of demand generation is that the material is available for free consumption (not gated or paywalled). B2B Demand generation aims to increase awareness of both the customer’s pain issue and the content provider as a resolution.

Demand generation is a collection of marketing efforts designed to increase awareness of your product (good or service) in your target B2B market. Without the intention of these contacts becoming recognized sales leads in your CRM (that is more the domain of B2B lead generation). The objectives of B2B demand generation are to identify a target market, generate brand trust, and achieve thought leadership.

B2B Demand generation is neither a subset of B2B lead generation nor is B2B lead generation a subset of B2B demand generation when defined in this manner. Rather than that, prospective customers may first come into touch with your brand due to your demand generation activities before converting into a lead as a result of your lead generation efforts.

It’s critical to remember that demand generation does not always equate to “raising brand awareness.” Of course, increased brand exposure is a natural effect of demand creation. But actually generating demand requires assisting your target audience in identifying and comprehending their pain areas and how your offering can assist.

What is B2B Lead Generation?

Whereas B2B demand generation aims to raise awareness of your service among your target B2B market. On the other hand, Lead generation focuses on leveraging gated content to produce B2B sales leads from anonymous possibilities for further targeted (or direct) marketing or to send to your company sales team.

B2B Lead Generation is believed to be the logical development of your demand generation activities since it moves a prospect along the funnel toward a possible sale or signup. Whereas demand creation is based on engagement with non-gated information supplied via social media platforms, lead generation capitalizes on the prospect’s awareness stage interest. It advances the prospect into the evaluation and decision steps.

B2B Lead generating technologies require a more outstanding financial commitment than straightforward demand generation content. These initiatives may include live or virtual events, webinars, ebooks, and retargeting campaigns, among others.

Is it possible to simultaneously accomplish both B2B lead generation and demand generation?

Yes, and you should, in fact.

Consider how a lead generation campaign might appear without a demand creation component. Instead, you might construct a few larger pieces of gated content, each with its own landing page, popup form, and conversion opportunity strategically positioned around your site, as well as its own follow-up nurturing campaign.

However, who will visit your site without demand generation and become a lead?

Alternatively, consider demand generation without associated B2B lead generation. While you may be attracting a lot of good traffic to your website or other assets, without a strong focus on conversions and follow-up lead nurturing, completing sales becomes highly dependent on when (or if) the prospect feels like following up with you.