The Difference Between Demand Generation and Lead Management

On the surface, it sounds like these terms refer to the same thing, right?

Not true. While many organizations use these terms interchangeably, they refer to different elements of the revenue generation process.

The Software Advice website recently published a two-part whiteboard session with Carlos Hidalgo, CEO of Annuitas Group and Executive Director of the Marketing Automation Institute, to explain the differences between the two.

Highlights:

  • Demand generation is about filling the funnel with the proper names and contacts to get the process started, along with engaging the prospects at each stage of the funnel, throughout their customer lifetime.
  • Demand generation strategy refers to how you use content to engage with your buyer.
  • Demand generation effectiveness is determined by the quality of lead management. Lead management refers to the process to “plug” any holes in the demand generation process to ensure that all leads are managed properly and that none of them fall out of the funnel.

Enjoy! Part 2 coming soon.

 

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