Demand generation is actionable branding

[Ehsanuls55]

I remember the first time someone asked me the difference between Lead Generation and Demand Generation. It was at a Demand Generation Bootcamp for Microsoft Partners.
I also remember that, while I was answering, “a flash of lightning hit me”: Without demand generation, it becomes much more difficult to generate leads.

“Demand Generation is to B2B leads what branding is to B2C sales. It is the branding of B2B.”

A Demand Generation program seeks to get your prospects interested in what you are offering. A Lead Generation campaign seeks to convert that interest into conversions: registrations on a form.

A demand generation program seeks to increase trust in the brand , product or service that you want to offer to attract the prospect. This is achieved by showing how your product satisfies your prospect's need. When generating leads, all these processes or activities translate into something tangible: conversion.

How do you know if what your company is doing is Demand Generation or Lead Generation?
If you want to easily differentiate what type of campaigns your company is running, I'm sharing a it directors managers email list checklist that can help you:

Do your campaigns ask for contact information? (yes – no)
Does your company generate content that helps the buyer understand their need and find a solution? (yes – no)
Are these contents freely accessible and free of charge? (yes – no)
Does your company focus on attracting prospects interested only in buying? (yes – no)
Is your company interested in all types of prospects, even those who are not yet deciding to buy? (yes – no)
Do your campaigns include educational material (video, papers, etc.)? (yes – no)
Are your campaigns connected to a CRM or Marketing Automation Software? (yes – no)
Does your company invest in online advertising? (yes – no)
Why is it important to differentiate between the two? To approach the activities that make up your strategy with the right focus.