It Might Not Be Inbound Marketing Or Demand Generation; It’s Probably Both
Marketers love to label everything. Perhaps it’s the creative side of what we do. So, we created a label for the kind of marketing that focuses on people actively searching for what you do, and we call that inbound marketing. We also created a label for the kind of marketing that focuses on people not actively looking yet, and we call that demand generation.
It would be nice if it was that simple, but because everyone uses these approaches differently, the lines are increasingly blurry and there has definitely been some fraying at the edges. For instance, consider pay-per-click. It’s advertising (paying for placement), but people are actively searching for the phrase, so is it inbound or demand generation? Maybe it doesn’t matter. Maybe the key is evaluating your situation and creating the right mix from a variety of methodologies.