Lead Gen Vs Demand

Marketing is creating fuel in demand for a specific product or service.

?Marketing-driven companies always go for demand generation, and Sales-driven company lead generation.

?Lead generation is also part of the entire marketing ecosystem, which is necessary to keep running the operation and fuel the growth engine.

?As per research in the B2B sector, 95% of buyers are constantly out of the market, which means they don't have any requirements as of now, but they may have requirements in future. It could be one month to 1 year or five years. Since the ticket size is significant in B2B, the companies should equally focus on 95% of customers to build a funnel.

In B2C, things can happen instantly, and factors like emotion and discounts are vital in getting the buyer's attention.

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Now, let's understand how demand generation works.

There are needs—some basic needs such as food, shelter, and clothes.

There are Wants-- a step ahead, over and above needs. Job, security, good food, love and relations come in this category.

Now, Demands come. Living is okay, but having a better life is the aspiration. So, the demand can be created by driving aspirations. Sometimes, these aspirations become desperate due to their intense nature , but marketing helps people lead a better life by fueling aspirations and creating demand for good products.

?One classic example of demand and aspiration is Tea.

Britishers introduced Tea to Indians, and now the entire India woke up with a cup of Tea. :)

?One more example from the place where I work -

High Speed Internet :-

Internet lease lines for enterprises are okay, but having smart internet increases the ease of working.

So, A package with SLA-backed service, low latency, and? Do-It-Yourself (D.I.Y.) enabled high-speed internet is the ultimate aspiration of an I.T. manager to have a better life at the workplace.

Now, if we can make them experience the magic of smart internet at a large scale and demonstrate the difference with our used case studies in similar industries, then only they would realize their aspirations, which will come from Out Market to? In Market category.

So, sometimes, people don't know about their hidden aspirations, and we need to tell and demonstrate them.

This entire process is demand generation. -Again, this differs from the textbook or is not aligned with industry lingo.

?Demand generation is the process of creating awareness about the entire category and how our product helps people have a better life. Lead generation, on the other hand, comprises a set of small activities that come together to identify prospective customers from the pool of engaged and aware individuals. Therefore, it is more calculative and occurs at an individual level.

Why This Article?

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I am writing this article to clear the confusion and set expectations for both divisions. Both are integral parts of marketing and hold equal importance. However, many times, managers fail to understand the difference during evaluation, and consequently, they apply the same parameters to both teams.

?One thing should be common: Customers are at the center of both activities.

?Another reason for this article is to explain how it can benefit you.

?How This Article Can Help You

?Starting this year, I have focused on providing solutions, not just highlighting issues and storytelling. I firmly believe that marketing is not storytelling, and storytellers are not marketers. As you can see on LinkedIn bios, it's become a trend for marketers to refer to themselves as storytellers and growth hackers.

Nevertheless, this will be the topic of my next article. For now, I will explain how to set up both engines for your company.

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Whether it's B2B or B2C, the approach to demand generation differs. I will share insights based on my experience, not just information from Google or elsewhere.

?B2B:

?In B2B, demand generation requires a series of interconnected, integrated programs that build the narrative and fuel demand, followed by well-organized lead generation efforts.

?B2C:

?Demand generation in B2C is somewhat different, and I will base my insights on my personal experiences rather than just information found on Google or

elsewhere.

?User-generated content and video testimonials, which I used to create awareness for an E-commerce portal for Mi.

Co-branded and social awareness campaigns, standing for a cause that helps people. Customer reviews and festival campaigns based on discounts, such as Diwali campaigns for Dishtv, Mi, and LG.

Community building, as seen with "Phone Var Charcha."

Referral programs and social media marketing for Retail Digitization.

Lead Generation in B2C:

?Lead generation in B2C should be sustainable and organized. When I say "sustainable and organized," I mean it

It should not be just an activity but a program that is integrated into the entire ecosystem, involving distribution, sales, and marketing team. An example of such a program is RedMi Bazaar, which greatly impacted distribution and engaged everyone because it was affordable and doable.

?So, whatever program you create for lead generation must adhere to these two rules: sustainability and organization.

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Other Important Factors While Building the Program:

?Communication: Consistency, personalization, and value for your audience are crucial. Be honest and aim to create dreams for the community.

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A brand should communicate consistently with customers and prospective buyers, whether through mass media, BTL, or social PR. Consistency helps build anticipation for the next message. Remember, more experiments and the absence of a marketplace can harm prospects. Brands like Amul ("Utly bulty delicious") and Seagram ("Men will be men") demonstrate the power of regular messaging.

?Build a community that believes in your product's value, talks about it, and feels connected to it. Many big brands neglect this aspect and miss out on valuable engagement opportunities.

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Customers are Insiders:

?Customers are not just customers; they are essential to a company's ecosystem. They are the reason companies function, and they play a vital role in operations, production, and distribution. Therefore, these customers should be central to your communication strategy.

Treat them as part of the company, even as brand ambassadors, and recognize their role in the community

?I won't extend this article any further, as I want you to read it in its entirety. In my next article, I will explain how to set up both functions effectively based on my firsthand experience.

Not - This article may be outside the standard marketing principle and is based on my experience.

Thank you.

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