Generating leads and creating demand are two distinct inbound marketing tactics often confused as one. Demand generation establishes brand identity and reputation for long-term success, while lead generation captures contact information of potential buyers to drive sales in the short term.
As a marketing leader in the software industry, you may be tempted to prioritize leads to prove value to stakeholders. But here’s the thing: more than 60% of software buyers eventually choose the brand they had in mind at the start of their search. Neglecting brand building is shortsighted and compromises future sales.
To maximize your marketing budget, you need to strike a delicate balance between immediate results and long-term brand value. This means weighing the advantages of lead generation versus demand generation and understanding their differences. Let’s dive deeper into these nuances to help you find the right balance.