Demand generation refers to everything a company does to increase its target group warm to the company and its products or services. With demand generation, as the name itself suggests, the company mainly wants to create more demand for their product or service. Thus, the company wants to increase the following:
- The number of qualified leads
- Name recognition
- Turnover
Demand generation vs lead generation
Although demand generation and lead generation look alike, there is still a difference. To avoid confusion, we explain it for you.
- Lead generation focuses more on selling products. Salespeople want to get information about the customer in order to offer their product or service. The content used for lead generation therefore puts the focus on sales, with the sales funnel in mind.
- Demand generation is much more focused on informing customers. The company wants the target audience to be aware of the problem their product or service provides a solution to. The target audience should recognise themselves in it. In this way, the company can indirectly show their offer to the customer and create more demand. The content here is mainly informative: the customer should become aware of the problem and the solution, namely the company's offer.
Find out more here sales terms.
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