Demand Generation And Inbound Marketing Have Been Paired For Years; Now They’re Both Getting Proper Exposure
If inbound marketing works well when people are in the awareness stage of their buyer journey and actively engaged in a purchase cycle, then demand generation is for those people who fit your best prospect persona but are not yet active in their own buyer journey.
In my opinion, demand generation is for people in what I’ve started calling pre-awareness. They need what you have, but their pain is not acute enough to activate a buying cycle. If you want to focus your precious marketing dollars on prospects in the awareness stage, inbound marketing might be enough. But if you want to capture all of your lead generation opportunities, then you’ll need to add demand generation to your bag of tricks.