Bootstrapped startup Omnisend carved out a $19 million niche in an already saturated vertical. How? With a tactical understanding of two different marketing strategies: demand generation and lead generation.
While your competitors pump out gated ebooks and “state of the industry” lead magnets that generate low-to-no intent MQLs, tap into existing demand to build a pipeline of high intent leads.
In this article, you’ll learn why each marketing strategy works and walk away with an armory of tactics to fuel your own growth marketing efforts.
Demand generation vs. lead generation: Critical differences
Demand generation is about creating demand. Lead generation is about capturing demand.
Demand generation marketers create and distribute strategic content (mostly for free) to build awareness and demand for their brand or product.
Lead generation marketers capitalize on the interest demand generation creates. Typically, they use gated content to capture the prospect’s contact information so the sales team can nurture and convert them.
Demand generation paves the way for surgical lead generation
Without a focused, integrated demand generation strategy, lead generation delivers disinterested leads that frustrate sales reps and result in low conversion rates.
Demand generation is an umbrella term that covers any activity intended to create awareness for and interest in a product or service.
It includes brand awareness tactics like press releases and influencer marketing, as well as more product-specific efforts, such as case studies and middle- or bottom-of-funnel walkthrough videos.
A demand generation manager’s responsibilities involve creating and distributing targeted content (blog posts, podcasts, and thought leadership) that educates potential customers on solving common challenges relevant to their product or industry.
Take Omnisend, an email marketing, SMS, and automation platform for ecommerce sellers.
Their podcast features interviews with industry experts (leveraging their guests’ audiences). It dives into highly relevant topics, like reducing cart abandonment rates through automated email sequences.
The podcast is just one part of their content marketing strategy.
The suite of resources helps spread awareness of the Omnisend brand and product. It positions them as an authoritative market leader that provides helpful, actionable advice, fueling future demand for their product.
When it comes time to involve lead generation and capture that interest, Omnisend appeals to an audience who already know and respect their brand.
Lead generation capitalizes on demand generation’s success
While demand generation is responsible for mustering excitement and interest around a product or service, on its own it doesn’t produce sufficient opportunities for sales engagement.
Demand generation campaigns must be supported by a robust lead generation strategy that captures qualified, high-intent leads to…