Demand Generation vs. Lead Generation: Integrating To Drive Growth

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.

Screenshot of Omnisend Podcast FeatureScreenshot of Omnisend Podcast Feature

The podcast is just one part of their content marketing strategy. 

Screenshot of Omnisend Resources PageScreenshot of Omnisend Resources Page

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…

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5 Counter-Intuitive Responses to Painful Situations

5 Counter-Intuitive Responses to Painful Situations

Some people anticipate future difficulties and run away. Leaders anticipate painful situations and move forward.

The advantage to anticipating painful situations is developing prepared responses.

Self-justification prolongs painful situations. Image of a hornet.Self-justification prolongs painful situations. Image of a hornet.

5 Counter-intuitive responses to painful situations:

  1. Open up; don’t close down.
  2. Reach out; don’t pull back.
  3. Stay curious; don’t rush to answer or solve.
  4. Connect; don’t build silos.
  5. Pursue growth; don’t defend.

2 essential responses to painful situations:

#1. Reject excuse-making.

Excuse-makers justify themselves. Politicians excel at blaming the other party or previous administrations.

“Reasons help the injured party feel better, and excuses help the culprit feel better.” Washington Post

10 dissatisfying excuses:

  1. I didn’t have time.
  2. I didn’t know how.
  3. I was waiting for….
  4. I was afraid….
  5. The team let me down.
  6. I was worried….
  7. I didn’t get enough help.
  8. I didn’t want to bother you.
  9. I knew it wouldn’t work.
  10. I forgot.

Self-justification prolongs tough situations.

#2. Prepare responses.

Stress goes down when you develop responses before you need them.

What will you do when an angry person confronts you? Pull a prepared response out of your hip pocket.

Example #1:

I know what I’m going to do when an angry person confronts me before it happens.

  1. Step back, not forward. Give them physical space.
  2. Acknowledge the pain. Don’t quickly solve or minimize.
  3. Stay curious. Listen and ask, “What do you want?”
  4. Be prepared for repetition. Angry people know what they don’t want.
  5. Return to, “What do you want?”

Defensiveness congeals the past. Image of a construction worker pouring concrete.Defensiveness congeals the past. Image of a construction worker pouring concrete.

Example #2:

I know I’m going to say, “Thanks for bringing that up,” when someone challenges something I say.

Gratitude helps you open up and connect. Defensiveness congeals the past.

People who close their eyes to painful situations live in circles. The way to practice forward-facing leadership is to leverage painful situations for advantage.

What useful responses to tough situations can you add?

Which of the above suggestions resonate with you?

Still curious:

How No-Nonsense Leaders Succeed with Conversations

3 Ways to Navigate Tough Times

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The Funny Sign That Your IQ Is High

Both men and women are more attracted to a person with this quality.

Being funny is a sign of a higher IQ, research finds.

Funny people have higher levels of general and verbal intelligence.

Not only that, but being funny is also linked to having more dating success.

Both men and women are more attracted to a person who is funnier.

However, women are more discerning about humour and react to it more strongly.

Men, meanwhile, tend to be focused on producing jokes (often to impress women).

The study’s authors write:

“Humor is not just a reliable intelligence-indicator; it may be one of the most important traits for humans seeking mates.

Of course, mate attraction is not the only function of humor.

Humor can also be used in competing for status with same-sex rivals, reducing social tensions, and other adaptive functions.”

The study involved 400 young people who were given intelligence tests and asked about their dating history.

They were then handed New Yorker cartoons with the caption deleted and asked to come up with their own.

The results showed that, unsurprisingly, verbal intelligence was strongly related to being funny.

However, people found it hard to come up with anything really good, with most captions rated as not funny at all.

This shows how difficult jokes are — especially in the medium of New Yorker captions.

Other studies, though, have also found links between intelligence and humour.

In this study, men were especially focused on trying to write funny captions and theirs were rated more highly, the authors write:

“Men were funnier than women on average and produced a larger number of captions, consistent with the sexual signaling hypothesis in which men try (unconsciously) to signal their mate quality through their humor ability, and women are more responsive to and discriminating about humor.”

The study was published in the journal Intelligence (Greengross & Miller, 2011).

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How to Set Up a Remote Desktop

Want to just get started? Sign up for Zoho Assist and create your remote desktop today.

In your workplace, there are a few things that you need in order to be productive. Sometimes, you need a second monitor to get all of your work done.

Or, you might need to access certain files that are only stored on your work computer.

If you find yourself in any of these situations, you can set up a remote desktop.

A remote desktop allows you to access another computer as if you were sitting right in front of it. All you need is an internet connection and a computer or mobile device.

The Top Remote Support Software to Set Up a Remote Desktop

If you want to set up a remote desktop, you need to have the right software. Here are the best software solutions to help you do that:

  • Zoho Assist – Best for unattended remote access
  • TeamViewer – Best for efficient remote support
  • BeyondTrust – Best for extra security enforcement
  • AnyDesk – Best for fast, user-friendly remote desktop support
  • Pulseway – Best for personal use

You can read our full reviews of the best remote software solutions here. 

5 Steps to Setting Up a Remote Desktop

Now that you know which software to use, it’s time to set up your remote desktop. Here’s how to get started:

  1. Allow remote connections using Settings or Control Panel
  2. Get started with Zoho Assist
  3. Start your remote support session
  4. Connect to the remote desktop
  5. Use your remote desktop for whatever you need

The Easy Parts of Setting Up a Remote Desktop

A remote desktop can be a useful tool for working from home or accessing your computer from a different location.

Although…

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5 Ways to Find Purpose

5 Ways to Find Purpose

You’re fortunate if purpose interests you. You have opportunity to consider things beyond food and shelter.

The burden of prosperity is figuring out what to do with your life.

Finding purpose: your purpose hides in your story. Image of an open book.Finding purpose: your purpose hides in your story. Image of an open book.

5 ways to find purpose:

#1. Purpose and needs:

Finding purpose includes meeting needs, but there are so many needs in the world that it’s paralyzing.

The person without purpose is lost in a world of opportunity.

  1. What needs do you enjoy meeting?
  2. What problems do you enjoy solving?

#2. Purpose and story:

Your story reveals your purpose.

You find purpose in connection, not isolation.

  1. When you reflect on the formative experiences in your life, what comes to mind?
  2. Who changed the course of your life? How?
  3. What people do you admire? How do you aspire to be like them?

Distill the scenes of your story into single words.

Reflect on your story as if you were an observer, not a participant. What advice would you give the person in your story?

#3. Purpose and joy:

Joseph Campbell said, “Follow your bliss.”

Think of bliss as more than the pursuit of happy feelings. A good meal with great friends produces happy feelings. Riding a roller coaster makes you laugh and smile.

Think of joy as deep happiness. What makes you deeply happy?

#4. Purpose and distress:

Finding purpose includes feeling troubled about things.

You can feel troubled and be fulfilled, fighting for a cause that matters to you, for example.

  1. What problems consistently trouble you most?
  2. What needs do you feel compelled to meet?

#5. Purpose and contribution:

It’s fulfilling to contribute.

  1. How do you love contributing?
  2. What do people say when they talk about your greatest contribution?

Tip:

People can lose themselves in doing. Purpose is about being before it’s about doing.

How do you love showing up?

What suggestions do you have to help someone find purpose?

Still curious:

Purpose Simplified – Who Do You Want to be When You Grow Old

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2 Brain Networks Are Vital To Weight Loss, Neuroscientists Find

Those whose brains are better at resisting temptation and do not automatically seek out food are better at weight loss.

Two brain networks are highly influential in successful weight loss, neuroscientists have shown.

Activity in one network of brain regions — called ‘FN1’ — is linked to sensory and motors skills.

It is these areas of the brain that control people’s unconscious motivation to seek out food.

In other words, some people are automatically looking for food, even without being consciously aware of it.

The second network called ‘FN2’, influences attention and executive function.

These regions of the brain are involved in how people resist temptations to eat.

People who find it harder to resist temptations naturally have more difficulty losing weight.

In contrast, those whose brains are better at resisting temptation and do not automatically seek out food are better at weight loss, the researchers found.

Professor Jonathan Burdette, the study’s first author, said:

“These findings show that the brain network properties of people who were less successful at weight loss were different from folks who were more successful.

Some people have a stronger unconscious sensory motor bias to pursue food, while others appear to have less.

In a society of food abundance with food cues everywhere, this information can help explain why some people have such difficulty in taking off excess weight and maintaining it.”

The research involved 71 people enrolled in a weight loss trial.

Their brains were scanned at the start to see what types of activity would predict success.

The two functional networks, FN1 and FN2, were found to be critical to people’s progress.

Professor Burdette said:

“Our findings provide further insight into complex functional circuits in the brain so we now have a mechanistic understanding of why people aren’t losing weight.

In theory, if you know more about urges and control, we will be able to tailor therapies to an individual as opposed to treating everyone the same.”

Implications for weight loss therapy

The findings suggest that to lose weight people need to understand the importance of unconscious drives.

Unfortunately, people consistently underestimate the impact of unconscious process like habits on their behaviour.

Mindfulness is one way to become more aware of behaviours that are triggered unconsciously.

Certainly, mindfulness has been consistently found to reduce cravings for food, cigarettes and alcohol.

Over time, people practising mindfulness find it easier to resist acting on their desires.

Mindfulness helps the mind acknowledge cravings and allows them to flow out of consciousness.

In addition, self-weighing encourages people to be aware of their weight and makes them think about what they are eating.

Awareness is more likely to motivate change.

The study was published in the journal Obesity (Burdette et al., 2022).

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The Best Time to Post on Instagram in 2022 (Posts, Reels, and More)

Building a solid Instagram following requires compelling and relevant content. But if you don’t post your content at the right time, your followers won’t see it or engage with it.

But what is the best time to post on Instagram to ensure that your audience sees your content? What’s the best day of the week to get the most likes, comments and shares?

Don’t worry — you don’t have to think too long about this. Keep reading to find out the overall best time to post on Instagram for each day of the week, and how to find your unique best time to post on your brand account so that you’ll reach your audience when they’re active on the platform.

cover illustration

cover illustration

Is there really a best time to post on Instagram?

Short answer, yes. But as you might’ve guessed, it’s a bit more complicated than a simple yes.

Let me explain.

Asking “When’s the best time to post on Instagram?” is like asking how much Instagram Ads cost. There are many factors to consider before you can give a sensible answer. And even then, the answer is not definite.

The best time to post on Instagram depends on factors like:

  • Days of the week
  • Month of the year
  • Seasonal trends
  • Interests of your target audience
  • The goals of your posts
  • The kind of post (regular feed post, Story, IGTV, Live videos, or Reels)
  • The industry or niche of your business
  • The signals used by the almighty Instagram algorithm (ugh… don’t even get me started on this one)

Every brand, including yours, caters to a unique target audience with unique preferences and social media behavioral patterns. So your “golden” post time on IG might not work for a different brand.

That being said, there are some best practices you can follow that can help you get your content in front of more eyes.

They are:

  • Post when your followers are online. This is a no-brainer. If your followers are asleep when you post, how will they engage with your content?
  • Post often. By “often”, I don’t mean 12 times a day. But Instagram’s algorithm prioritizes recency. So, all things being equal, a newer post will show up first on an Instagram feed before an older one. Recency is one of the easiest and quickest ways to grow your Instagram audience. But there are also many tips on getting free Instagram likes, so check that out if you’re interested.
  • Know your goals. What do you want to achieve through your Instagram marketing strategy? Do you want to increase awareness, get more engagement, drive traffic, increase conversions, or something else entirely? Figure out what success means to you, and check when your posts last achieved that success. Your past wins can guide you to know when you should post content on Instagram.

What is the overall best time to post on Instagram?



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2 Dangers for Arrogant Leaders

2 Dangers for Arrogant Leaders

I grew up in an anti-authoritarian time, the 60’s, and lived in a self-reliant culture of farmers in Central Maine.

High self-reliance combined with an anti-authoritarian spirit lends itself to arrogance.

Arrogant leaders turn healthy self-reliance into refusing to ask for help. Image of a person holding their hands up.Arrogant leaders turn healthy self-reliance into refusing to ask for help. Image of a person holding their hands up.

#1. Arrogant leaders are self-reliant:

Arrogant leaders turn healthy self-reliance into refusing to ask for help. Arrogance looks down its nose at people who ask for help.

I love giving help. I don’t ask for help.

Not seeking help holds you back. I had to learn that people who seek help aren’t weaklings.

Truth: People who seek help go further than Lone Ranger types.

#2. Arrogant leaders believe they’re special:

I thought I was ‘special’ when I was a kid. I remember going to a country fair in East Corinth, Maine. I must have been 6 or 7. Candle pin bowling was one of the games you could pay to play. I paid and threw gutter balls. I sat on the edge of the bowling alley and pouted until they let me try again for free.

I still grapple with thinking I’m special – above the rules. On a recent hospital visit I gave myself permission to drive past a line of cars waiting for valet parking. I waited in line awhile, but I couldn’t see anyone parking cars.

I decided to drive past the line of people who waited and slipped my truck into a parking spot. I went in and visited my friend. There was no ticket on my truck when I came out.

I drove home feeling pretty good until I reflected on the type of person who thinks they’re better than others.

Truth: Making exemptions for yourself alienates people.

Making exemptions for yourself alienates people. Image of an ostrich squinting.Making exemptions for yourself alienates people. Image of an ostrich squinting.

Symptoms of Arrogance:

  1. Interrupting people.
  2. Disinterest in other’s opinions.
  3. Materialism.
  4. Over-competitiveness – being argumentative. Needing to be right.
  5. Defensiveness – taking failure, criticism, or negative feedback personally.

What symptoms of arrogance do you see in leaders? In yourself?

Still Curious:

How Humble Leadership Really Works

Edgar and Peter Schein on Humble Leadership

The Best Bosses Are Humble Bosses

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A Worrying Sign Of Vitamin B12 Deficiency

Over half the people in the study had a vitamin B12 deficiency.

Depression and lethargy can be signs of a vitamin B12 deficiency, research finds.

Vitamin B12 deficiency is easy to rectify with supplements or by dietary changes.

The body uses vitamin B12 to make red blood cells and to keep the nervous system healthy.

Other common signs of vitamin B12 deficiency include experiencing muscle weakness and being constipated.

Over half the people in the study had a vitamin B12 deficiency.

Professor Heather Keller, the study co-author, said:

“The negative effects of a B12 deficiency are considerable.

This is of particular importance in the context of our aging population with more Canadians requiring long-term care.”

The study included 412 older people entering care homes.

Just over half had low vitamin B12 levels, with 14 percent being deficient.

Kaylen Pfisterer, the study’s first author, said:

“In spending time in long-term care homes, you often see depression and loneliness.

This is why we need to do everything in our power to enhance quality of life and quality of care in this setting.

Screening for B12 deficiency is a first step to targeting B12 treatment to those who may benefit most.”

Vitamin B12 levels can be boosted through supplementation or by eating foods such as dairy, liver, salmon and eggs.

The study was published in the journal Applied Physiology, Nutrition, and Metabolism (Pfisterer et al., 2019).

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