Introduction to Demand Generation & Lead Generation
Demand generation is a technique to create awareness for your services, accomplished through various available marketing methods. One of the primary techniques is email marketing, which allows you to target a wide network of prospects by sending emails that showcase the key features of your services.
Lead generation, on the other hand, takes this process to the next level by helping you schedule appointments with prospects, keeping you on their radar. At TLM, we provide both services and tailor our recommendations based on your specific requirements and the type of business you are in.
TLM’s Recommendation for Demand Generation
We recommend demand generation for businesses in their initial year, as they work on SEO, publish blogs, and create content. These are all demand generation techniques essential for establishing a web presence and building brand awareness at this stage.
“Social bookmarking and engaging in business forums are crucial activities”
Generally, companies begin with demand generation and then shift to lead generation campaigns. We’ve observed that some companies in the market for only a few months start outbound email marketing campaigns to quickly onboard clients. For MSPs, we often suggest prioritizing a lead generation campaign rather than demand generation. Though combining both approaches is beneficial, if funds are limited and you need rapid results, focusing on lead generation is more strategic.
For SaaS or solutions-based companies seeking qualified leads, it is essential to build a web presence, which involves content creation, SEO, and managing inbound leads. Although inbound leads may not generate results immediately, they can be cultivated through a significant investment in content and creating market buzz.
On the other hand, companies with physical products that serve B2C and B2B markets should focus on demand generation campaigns. This helps them showcase their product lines and demonstrate how they benefit both retail and business users. For instance, we helped a furniture business in Dallas, which sells both new and used furniture, attract leads through a tailored email marketing campaign. We directed prospects to their landing page so they could browse products of interest.
This campaign contributed to a significant growth, helping the client increase their business by 30x in record time. We expanded targeting beyond Dallas, reaching customers across the entire state. The campaign’s success was enhanced by including direct phone numbers, increasing inbound calls and leading to email replies we forwarded to the client.
“Achieve 30x growth with our expert lead generation strategies!”
Demand generation is highly effective when launching a new project, while an outsourced lead generation model can help scale efforts from the outset. A combination of demand generation and lead generation is ideal for establishing brand awareness and attracting high-quality leads.
Investments & Resources to Run Demand Generation and Lead Generation Campaigns
To generate enough buzz for your brand, campaigns or related activities should be run consistently. Demand generation campaigns can be resource-intensive and time-consuming.
On the other hand, B2B lead generation and appointment scheduling campaigns can be executed with fewer resources and lower investments, provided you have effective prospecting, well-crafted emails, and a qualified team to manage your account.
While demand generation requires occasional engagement, outsourcing lead generation to agencies like TLM ensures we manage the campaign fully and deliver sales-qualified leads without requiring your direct involvement.
Demand generation can also be a natural byproduct of a B2B lead generation email marketing program. As we send emails to prospects, some will likely visit your website and seek additional information.
If demand generation is a priority, starting now is crucial, as the returns may take time to materialize. At TLM, we can assist with both demand generation and lead generation campaigns. The primary distinction between the two lies in the investment required and the different teams you’ll interact with.
Email us at info@tlminsidesales.com to arrange a time to discuss your requirements for sales-qualified leads. Once we understand your budget, we will recommend the most suitable campaign to meet your objectives.