Generating qualified leads is a huge challenge in B2B tech marketing. Leads are often the most important metric to your sales and executive teams and the anchor to an effective B2B marketing strategy. But how do you know if you should focus on demand generation or lead generation? Do you have clarity on what is the difference between the two? You can’t generate leads if you’re not also generating demand and you lose a lot value if you do not convert the demand into leads.
What’s the difference Between B2B Lead Generation and B2B Demand Generation?
Demand generation includes all your efforts in generating interest for your product or service. On the other hand, lead generation describes your specific process for collecting information about contacts to pass along to sales. Demand gen may include raising awareness of your product features or how your services can add value to a prospect’s business It focuses on overall brand awareness and is designed to reach a wide audience that may or may not include potential customers.
Lead generation converts the interest generated by all these activities into something tangible and actionable. If you gate your content behind a form asking for contact details, that’s demand generation. Here, the objective of demand generation is to capture contact details from as many people so that the sales team can call them and can convert the demand into qualified leads.
What are the ways by which you can generate demand?
- Blog posts or articles
- YouTube videos
- Social media posts
- Podcasts and interviews
- Press releases
- Free tools
- Case studies
Which methods can be used for B2B Lead Generation?
- Free samples
- Email Subscriptions
- Product Demos
How we add value?
At KIA Biz, we help our clients with both demand generation and lead generation. The process of demand generation begins with high quality lists of prospects. We cater to clients across the globe in identifying the right prospects. Our team of expert researchers builds highly accurate lists from all geographies including continents such as Africa and South America where in contact discovery is extremely difficult. Once the lists are ready, for Event Companies, we generate leads with our ‘Opt In’ service. Our team of callers helps in event registration by calling each potential attendee.
Technology companies often use white papers for lead generation. For our Tech clients, our team of callers calls the lists of prospects and generates interest in e-mail subscriptions for white papers, newsletters.