Demand generation and Lead generation are the two most important strategies that make up a large part of sales and marketing. The main difference between the two is that demand gen aims at increasing your brand awareness while lead gen focuses on transforming brand-aware prospects into loyal clients.
While you may be asking which strategy is best for helping your startup to meet business goals, the two should be used together for maximum effect. As you cannot approach relevant leads and convert them into loyal clients without first attracting them to your startup. That's why it is said that demand generation directly helps with lead generation.
What is Demand-Gen vs Lead-Gen?
Demand generation creates awareness of a company’s products and services. Besides, its techniques can also be used to penetrate new audiences. On the other hand, lead generation is when you increase audience interest in your business offerings through nurturing.
It's really simple - If the audience doesn't know about your startup and what problems your products & services can solve, it is difficult to transform prospects into key clients.
As a result, demand generation helps you grow while lead generation helps you convert.
Let’s look at the key differences between demand generation and lead generation:
| Demand Generation | Lead Generation |
|---|---|
| Make prospects aware of the problem | Offers to solve the problem |
| Use free & available resources | Use gated resources |
| Increases your brand authority | Present benefits of your solution |
| Engage wide audience at a time | Focus on capturing quality leads |
The Role of Actionable Org Charts in Demand-Gen & Lead-Gen:
Regardless of which strategy you choose for your startup or even if you choose both of them, you would require specific data about the prospects' accounts. The data includes detailed information about prospect’s business, buying behavior, their needs & requirements, and much more. And to access these minute details, nothing can be more appropriate than leveraging a customized and actionable org chart of the target account. It would uncover details about the prospects including:
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Organizational structure & business solutions
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Key stakeholders, decision-makers, & influencers
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Marketing strategies & buying behavior
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Needs & requirements, and touchpoints
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Multiple entry points within the organization
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Hierarchical and authoritative order, and so on
Whether you want to attract prospects with your products & services or want to convert them into loyal clients, actionable org charts can be helpful at every stage. Without high-demand generation, lead generation is cost-inefficient. And, without valuable insights into org charts, both strategies are ineffective. Thus, leveraging actionable org charts for both strategies ensures the ultimate growth of your business while boosting the ROI of the organization.
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