Lead generation and demand generation, often used interchangeably, are essentially at odds with each other. When many B2B marketers say demand generation, they mean lead generation — which is to say they will measure success based on the number and value of the leads their efforts bring in.
The problem is this: Demand generation is focused on shaping the audience’s perspective, while lead generation is focused on capturing their information…
Why Your Content Marketing Plan Can’t Focus on Both Lead and Demand Generation
