Many organizations and marketing professionals  use Lead Gen and Demand Gen interchangeably. But their differences, while small, are significant when it comes to measuring results and managing expectations.

For example, Demand Gen is more abstract (art) which can make it difficult to measure results whereas Lead Gen results are more easily quantifiable (science). We want to clear the air by taking a look at both strategies, what they have in common and, more importantly, what they don't.

Lead Gen and Demand Gen defined

Lead Gen – the science:

Lead Generation focuses on capturing contact information for follow-up. A lead has a known data profile and can be counted, scored and traced to specific financial outcomes.

Demand Gen – the art:

Demand Generation focuses on shaping perception and creating interest in your product or service. The goal is to engage the largest portion of your audience as possible and make them want what you offer.

Why your objectives matter

Your objectives will help you determine which strategy is right for you. If you are already in the midst of your Demand Gen or Lead Gen efforts, use the following information to confirm you are using the strategy that will help drive the results you're looking for while managing expectations along the way.

Lead Gen – primary objectives

Lead Gen Objectives Generate qualified leads to pass to sales Develop a data profile ofyour audience Gather contact data for sales follow-up Identify quality lead sources

Demand Gen – primary objectives

Demand Gen Objectives Drive product awareness Educate on productcategory and offering Generate productinterest and demand Increase audience reach

What you should know

Lead Gen

Most Effective and Difficult Lead Generation Tactics

Lead Gen Tactics Email marketing 45% 28% 45% 47% 39% 44% 38% 34% 38% 36% 30% 33% 29% 32% Content marketing Social media marketing Landing page/website optimization SEO Paid search oronline advertising Webinars orvirtual events Most Effective Most Difficult

The Most Challenging Obstacles in Lead Gen

Lead Gen Obstacles Lack of quality data / list resourcesLack of an effective strategyInadequate marketing budgetInability to attribute leads to revenueLack of marketing-sales alignment 35% 35% 32% 26% 25%

Demand Gen

B2B Marketer's Top Demand Gen Priorities

dg-priorities Focusing on lead qualityover lead quantity Expanding content libraryto drive campaigns Improvingcampaign results Generating increasedlead volume Improving sales andmarketing alignment Improving the depth andaccuracy of our database 83% 59% 71% 57% 61% 54%

B2B Marketer's Challenges with Demand Gen Campaigns

Demand Gen Challenges 41% - Identifying new lead sources 10% 20% 30% 40% 50% 20% - Low open rates and click-throughs on email 32% - Inability to effectively reach leads in target segment 33% - Developing compelling CTAs to get attention 37% - Scaling leads efficiently to meet sales goals 38% - Creating / sourcing content offers

Making your decision

Whether you're starting from scratch or are knee deep into your top-of-the-funnel strategies, knowing which strategy will work the hardest for achieving your objectives makes a difference. Your objectives will help guide you to the strategy that will help you reach your goals and manage expectations along the way.

If you have a known data profile of your audience and are looking to gather contact information for follow-up, look into the science of Lead Gen.

If you need to drive brand and / or product awareness, increase your reach and educate on your product and / or product category, explore the art of Demand Gen.