Many businesses lose revenue by confusing demand generation with lead generation but understanding their differences and how to use them together can significantly boost your marketing results.

Research conducted by Gartner shows that 60% of software buyers regret their purchase decision because they rushed into it without understanding their options. This is exactly where demand generation comes in-by engaging buyers early and providing them with the right information, you help prevent rushed and uninformed decisions. In contrast, lead generation builds on that interest and guides engaged prospects toward becoming paying customers.  

Demand generation and lead generation should work together. In this blog post we'll explain what each one means, highlight the key differences, share useful tools and the common mistakes to avoid.  

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What is Demand Gen?  

Demand generation is the foundation of your marketing efforts. It covers all marketing activities that increase awareness and build interest in your brand and solutions.

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Buyer - First Approach  

A buyer-first approach prioritises educating and engaging prospects with valuable and relevant content, building trust and real connections before the purchase decision.  

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Demand Gen’s Core Goals  

Demand generation operates at the top of the funnel (TOFU). It aims to:  

• Create awareness in your target market.  

• Position your brand as a thought leader.  

• Generate high quality leads that’ll likely convert.  

• Nurture interest through the buyer's journey.  

• Align marketing and sales for easier handoffs.  

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Types of Demand Gen Campaigns & Channels to Use in 2025

Demand generation campaigns succeed when they’re paired with the right channels. Here are the top-performing campaign types and the best channels to execute them:  

• Content Marketing: Blogs, whitepapers, and eBooks are best distributed via SEO-optimised website content and promoted through social media platforms like LinkedIn to maximise reach and engagement.  

• Webinars and Virtual Events: Host live sessions and promote them through email nurturing sequences, social media campaigns and thought leadership posts.

• SEO & Paid Ads: Use SEO to ensure your content appears where your audience is searching for solutions and support them by using paid ads on Google and other relevant social media platforms.  

• Email Nurturing Sequences: Personalise follow-ups and education for leads captured through your content, webinars, or social media campaigns.  

• Social Campaigns: Run organic and paid posts on platforms like LinkedIn, TikTok and YouTube to promote events and distribute ungated content.  

• Podcasts & Interviews: Reach niche audiences with valuable conversations and promote these episodes via social media channels and email newsletters.  

• Content Syndication: Distribute your high-value content through third party platforms and media partners to expand your reach and generate interest from new audiences.  

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📖 Useful read: Lead Gen Strategy by Region in 2025

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When do You Need Demand Gen?  

You need demand generation when you’re:  

• Launching new products or services.

• Entering a new vertical or market.  

• Facing tough competition and you need to differentiate.  

• Experiencing a decline in lead volume.  

• Moving to a longer and more complex sales cycle.  

In these cases, demand generation helps you create market momentum, drive visibility for your brand, and fill your pipeline with high quality leads.  

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What is Lead Gen?  

Lead generation includes all marketing activities that identify, attract, and capture potential customers ready to engage with your business solutions.  

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Smart Lead Prioritisation  

With a shifted focus from quality over quantity, you can ensure that your team only spends time on leads that match your ICP and are worth pursuing.

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Lead Gen’s Core Goals  

Lead generation usually operates at the middle of the funnel (MOFU), this is where your prospects have already shown some level of interest. It aims to:  

• Convert interested prospects into qualified leads.  

• Capture contact info for sales outreach.  

• Shorten sales cycles and improve conversion rates.  

• Provide your sales team with actionable and high-intent opportunities.

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*For a quick comparison of goals and funnel positions, see the table below.

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Types of Lead Gen Campaigns & Channels to Use in 2025

The most effective lead generation channels use personalisation, value and intent-based targeting and are paired with campaigns who work for each. Here are top-performing combinations:

• LinkedIn Campaigns: Use LinkedIn’s advanced targeting to promote your gated content, webinars and product demos to your B2B audience directly.  

• Interactive Content: Launch quizzes, calculators and assessments on your website or through paid ads to capture leads and provide them instant value.  

• Search Intent Campaigns: Run PPC and SEO strategies focused on high-intent keywords to drive qualified traffic to landing pages that offer gated resources or free trials.  

• Live Chat & Chatbots: Engage with site visitors in real-time, answer their questions, and capture contact info for follow-ups or demo scheduling.  

• Webinars: Host webinars that target your audiences, expand your reach and generate warm leads.  

• Referral Marketing: Encourage and reward existing clients or partners for referring new leads. This builds trust and word of mouth.  

• Paid Ad Campaigns: Run high-targeted display ads or PPC on search engines (Google) and social platforms (LinkedIn) to drive traffic to optimised landing pages for lead capturing.  

• Face to Face Events: Participate in or host in-person industry events, such as executive roundtables, industry dinners and networking events to build relationships with decision-makers and strengthen your brand credibility.  

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Review (Trustpilot):

“Great Service and Great Team

We have been working with MyOutreach for the past year on behalf of our clients. The Content Syndication options they offer is great value, and the quality of the leads is great as well. You can cover your BOFU to TOFU activities with them, depending on your needs.

The team is great to work with, helpful and attention to detail is exceptional.

Looking forward to another successful year with new campaigns!”

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When do You Need Lead Gen?  

You need lead generation when you’re:  

• Setting sales targets that need immediate pipeline growth.  

• Seeing high website traffic, but low conversions.  

• Trying to stay on top of your prospect’s mind during long sales cycles.

• Struggling to identify or qualify prospects that are the best fit.  

• Noticing that your sales team is lacking warm leads to follow up on.  

In these cases, lead generation helps you capture intent, gather valuable and actionable information, and turn interested prospects into paying customers that drive revenue.  

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The 4-Step Guide to Effective Demand Generation  

As covered above, once you know when to use demand generation, here’s how to execute it.  

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Define your Audience & Funnel Gaps  

Start by mapping out your ideal buyers and the stage they’re going through. Create detailed buyer personas (job title, company size, pain points) and then review your current funnel content against those personas.  

For example, if C-level executives are a person, do you have valuable and easy-to-digest content for them in the awareness stage? Are technical buyers missing case studies or whitepapers? They will move on if you don’t have content at each stage of their journey.  

Whether it’s lack of basic “What is X?” content or deep guides missing, a clear persona and funnel map will help you spot where buyers become uninterested.  

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Create Valuable Content  

Once you know your audience and funnel gaps, start producing content that helps buyers at each funnel stage. Focus on education and relevance - blog posts, short videos, infographics or podcasts that introduce problems and solutions at TOFU. While webinars, eBooks and case studies connect with your audience in MOFU.  

Having concrete examples helps; if your audience struggles with compliance, a 15-minute video explaining regulatory basics can capture their attention.

Marketers have reported that content marketing helped generate demand leads for about 74% of their campaigns.

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Distributing Across Owned + Paid Channels  

Use owned channels like your websites (SEO), email newsletters and social media to syndicate content. At the same time, boost your visibility with paid channels like search ads on high-intent keywords, sponsored content on industry sites or paid social media ads targeting your audience.

B2B customers jump between many touchpoints- based on a report by McKinsey & Company, an average B2B customer uses 10 different channels during their decision making process. For example, repurpose a blog post into a LinkedIn carousel ad and an email snippet.  

LinkedIn is especially useful for B2B: about 89% of B2B marketers use it for lead generation, and 62% say it delivers great results.

Likewise, optimise blog content for SEO so that when prospects search Google, they find you first.

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Measure Awareness & Early Funnel Progress  

The last step is tracking TOFU metrics to ensure that demand grows. Look at awareness indicators: web traffic to your blog, branded search volume, social reach, and ad impressions.

Also, measure how quickly new prospects enter your funnel (e.g., new visitors converting to email subscribers or content downloads).  

Based on HubSpot, the average landing page conversion rate across all industries is around 5.9%. If your early-stage content converts below this average, consider changing your CTA or form to improve results. Keep an eye on how many of those early engagements progress into MQLs.  

With time, optimising these metrics will help you gain more qualified leads for your marketing and sales teams. Tools like Google Analytics, HubSpot, or Marketo can connect content interactions to lead records, making it easy to identify which campaigns are working.

For example, if you notice a blog post that constantly leads to more eBook downloads, that can signal that you need to invest more in that topic or format.  

Demand gen is about having content that helps your buyer at every stage of the funnel - from when they first become aware of a problem to when they're ready to make a buying decision. Top-of-funnel content like blog posts, videos, or infographics should be light and engaging. Mid-funnel, we’ve seen case studies and webinars work best. And at the bottom, demos and trials are great for starting real sales conversations. - Egle Kulbokaite, Senior Marketing Executive, MyOutreach

The 5-Step Guide to Successful Lead Generation  

Now that we have broken down what lead generation is and, follow these five steps to make it into a successful strategy.  

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Build a Compelling Offer  

A successful lead generation strategy starts with a compelling offer - something valuable that prospects will be willing to exchange their contact info for. This could include a checklist, ROI calculator, free trial, a webinar, case studies or industry reports.  

Educational webinars are especially effective; roughly 73% of B2B marketers claim that webinars are their top source of high quality leads.  

For example, Fastly, a leading-edge cloud platform, partnered with MyOutreach to promote a security webinar targeting senior decision makers. By using multi-channel strategies (email, LinkedIn and telemarketing), Fastly generated 213 registrations and had 132 attendees, which was double their goal. Case Study ➝

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Capture the Right Data

Once you get visitors from what you’re offering, collect only the data you need. Long forms can make your conversion rates drop; instead, focus on the essentials (name, email, company) and one qualifying question (job title or company size). Ensure that your form fields align with how you’ll segment, and score leads later.

Tip: Note compliance with laws and ensure prospects that you won’t abuse their info. In short, gather enough information needed to follow up with your prospects, but respect their time.  

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Score & Segment Your Leads  

Immediately score or tag new leads based on their data and behaviours, this way you’ll know which ones to prioritise. Lead scoring can be simple: assign points for key actions (e.g., 5 points for downloading a pricing guide, 3 points for attending a webinar) and criteria (e.g., 5 points if the company has 100+ employees). Leads that reach a certain threshold become SQLs.  

Studies show that companies who use B2B lead scoring have a 77% increase in lead generation ROI compared to those that don’t.

Segmentation is just as important - tag your leads by industry, region or product interest. For example, segment B2B leads from financial services separately from those in healthcare.  

With scoring and segmentation in place, you can send each lead down the right nurturing path and give your sales teams warm and ready leads.  

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Nurture Leads with Strategy  

Your work isn’t done after a prospect becomes a lead; use marketing automation to nurture leads with targeted content and follow-ups at each stage. Personalise emails or ads based on segments and behaviours.

Based on a Forrester report, companies that are successful in lead nurturing generate about 50% more SQLs at a 33% lower cost per lead.  

Early in the journey, nurture your leads with education and thought leadership; later, share demos and free trials. Always include CTAs; it could be a link to a deeper resource or an invite to chat. Monitor your engagement; try a different message or channel if a lead stops opening and reading your emails.  

Knowing how to nurture your leads keeps your brand on top of their minds and gently pushes them towards the sales-ready phase.  

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Pass Leads to Sales at the Right Time  

The fifth and last step is to coordinate closely with your sales team. Define clear criteria (lead score thresholds and specific actions) that mark leads as SQLs. When a lead meets that criteria, pass it to your sales team immediately, with all contexts included (downloads, website activity, email clicks).  

Companies with aligned teams are 67% better at closing deals faster and can drive over 200% of revenue from marketing efforts.  

Avoid passing leads prematurely or holding on to leads in nurture for too long.  

A good tip is to trigger an immediate sales alert if a lead has engaged with several high-intent pieces of content. After passing the lead to sales, continue to support them with just-in-time content or demos.  

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B2B Demand Gen vs Lead Gen: Key Differences  

To drive sustainable growth, we first need to understand the strategic differences between demand generation and lead generation. While both aim to fill pipelines, they differ in funnel stage, targeting, content strategy, messaging, and measurements. Here’s a clear breakdown to help you align efforts and maximise ROI.

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Funnel Stage & Target Audiences  

Demand Generation: Broad targeting to capture new audiences. Uses ungated content to build trust. It operates at the top of the funnel (TOFU), targeting 95% of buyers who are not actively seeking solutions.  

Key Objectives:  

• Establish brand authority and trust.  

• Educate prospects on industry challenges.  

• Position your solution as a credible answer to buyer needs.

Lead Generation: Narrow targeting of in-market buyers. Relies on gated content to capture leads. It operates at the middle/bottom of the funnel (MOFU/BOFU), targeting 5% of buyers who are actively evaluating solutions.  

Key Objectives:  

• Capture contact information for sales outreach.  

• Qualifiy leads based on intent and fit.  

• Accelerate conversion through targeted nurturing.  

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📖 You might also like this: 10 Demand Generation Trends for 2025

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Messaging Tone & CTA Approach  

Demand generation messaging focuses on education, empathy, and value, aiming to inform and guide prospects. The tone is conversational, helpful, and designed to build long-term relationships and trust.  

CTAs are low-friction and non-intrusive (e.g., "Learn More," "Explore the Guide," or "Access Now). Prompts like these encourage exploration and brand engagement without requiring immediate action.  

This style works best in the awareness stage, where buyers are still identifying their challenges and aren’t ready to buy. Your demand generation strategy creates a positive first impression by giving before asking.  

✅ Example CTA: “Access now to see how you can use content syndication in 2025.”

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Lead generation messaging is more direct, result-driven, and solution-focused. It speaks to prospects who know their problems and are actively looking for a solution. The tone is confident and persuasive, and the benefits are clearly outlined.  

CTAs are action-oriented (e.g. "Download Now", "Book Demo", or "Start Your Free Trial").

This tone works best in the consideration and decision stage of the buyer journey, where speed and clarity matter. The goal is to convert interest into action, highlighting urgency, exclusivity or ROI.

✅ Example CTA: “Download our 2025 guide on how to increase webinar attendance rates.”

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Content Strategy: Open vs Gated  

→ Demand generation prioritises ungated, educational content to maximise reach and nurture partnerships.

• Consumption: Ungated content is downloaded more often than gated content, rapidly expanding TOFU visibility.  

• Wider Audience Reach: Ungated content boosts consumption rates by 53%.  

• SEO Authority: Every backlink, share and social interaction boosts SEO and domain authority.

• Trust Building: By “giving before asking," brands demonstrate value before prospects enter the later stages of the buyer journey.  

When to use: Ungated content should be used for TOFU education. Include how-to articles and industry overviews designed to spark interest.  

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→ Lead generation uses gated, solution-focused content to qualify intent.  

• Filtering Intent: Only 19% of prospects download gated content, but those willing to share their info signal that they are high-intent leads. This way sales teams get high quality leads to work on.

• Webinar Effectiveness:  Webinars are considered the top source for high quality leads; that’s why around 70% of B2B marketers have decided to invest more in them.

• Measure ROI: Every download is a tracked interaction tied directly to a contact record, simplifying ROI measurements for lead generation campaigns.  

• Capture Data: Form fields capture firmographics and behavioural insights that provide data for personalisation.  

When to use: Implement gated content in MOFU once prospects have seen your ungated content and are looking for deeper insights. Ideal formats include detailed buyer’s guides and pricing frameworks.  

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Review (Trustpilot):

“We partnered with MyOutreach to promote a webinar. They guaranteed us 25 registrants/leads, and we got 90 - over 3× what was promised. Lead quality was very good: 80% of our MQLs from the event came from MyOutreach.”

- Director of Demand Generation, Phase2

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Metrics and KPIs

Understanding the right metrics can help you evaluate demand generation and lead generation efforts.  

Demand Generation KPIs:  

• Brand Awareness: is measured through increased direct traffic, social mentions and branded search queries.  

• Engagement Rates: are assessed by analysing metrics like time on site, social media interactions, and pages per session.  

• Website Traffic: By monitoring traffic growth from organic and referral sources, you can indicate the effectiveness of content and SEO strategies.

• Lead Velocity Rate: Tracks the increase of qualified leads monthly and provides insights into pipeline acceleration.  

Lead Generation KPIs:  

• Cost Per Lead: Calculates the average expense of acquiring a single lead.  

• Lead to Customer Conversion Rate: Measures how many leads convert into paying customers.

• Customer Acquisition Cost: Determines the total cost of getting a new customer.  

• Marketing ROI: Evaluates ROI from marketing activities by comparing revenue generated to marketing spend.  

By monitoring these metrics, businesses can use demand generation and lead generation strategies to their advantage and maximise their efficiency and ROI.  

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Demand Gen + Lead Gen: How Do They Work Together?  

Demand generation and lead generation work together to create a marketing framework that gets both immediate results and long-term growth. These two strategies support each other throughout the customer’s journey and form a path from awareness to conversion.  

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Shared Insights + Data-Driven Personalisation  

Demand generation campaigns generate behavioural data that reveal TOFU interests, and lead generation teams use these insights to segment audiences, score leads and tailor personalised outreach.  

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Technology Stack + Metric Alignment  

When you combine demand generation and lead generation in a single technology stack (e.g., CRM, marketing automation, analytics, ABM platforms), you ensure visibility into every prospect's journey. Shared dashboards track metrics across every stage: brand awareness (impression and reach), engagement (click-through and page time), and conversion (CPL and MQL to SQL rates). By aligning KPIs, your team can focus on your company’s collective goals: filling pipeline with quality leads and maximising ROI.

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Content Planning that Supports Both  

Demand generation and lead generation rely on different types of content, but they work best when planned together. As mentioned, educational ungated assets are ideal for TOFU; once prospects show interest, lead generation comes in with gated content to help convert that interest into qualified leads.  

Building a content calendar that supports both strategies ensures effortless movement through the funnel. It also prevents gaps, such as nurturing interest without a strong follow-up offer or driving leads without giving them ungated content first.  

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Long-Term Pipeline Health + Agility  

While lead generation works for short-term sales, demand generation works on future growth by nurturing relationships with early-stage prospects. This balance protects against market fluctuations. One channel underperforms, and the other compensates, keeping the pipeline full. Over time, nurturing inactive leads with fresh content can reactivate them when they enter the buying cycle, maximising LTV (lifetime value).

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Ongoing Optimisation + Closed-Loop Feedback

Marketing, demand generation and lead generation teams regularly debrief what’s working and what isn’t, using real insights from closed deals to plan content strategies and qualification criteria.

A/B test on TOFU and MOFU email campaigns, then feed into a shared knowledge base so everyone can quickly start using the tactics that perform best.  

This ongoing cycle of testing and sharing insights helps both marketing and sales improve their approaches and boost efficiency and ROI with new campaigns.  

Example: By using intent data and a fully managed approach, MyOutreach managed to generate 1,299 MQLs from 915 unique companies for Twillo. Case Study ➝

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What to Avoid When Using Demand Gen + Lead Gen

Even the best strategies have their shortcomings if you fall into common traps. Avoid these mistakes to keep everything running smoothly.  

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Silos Between Sales & Marketing  

• Working in Silos: When your teams don’t share goals or any data, you’ll end up with mismatched campaigns and wasted efforts.  

• Neglecting Lead Nurturing: Demand generation fuels awareness, but if you don’t do follow-ups with targeted and timely nurturing (emails and retargeted ads), MQLs can get cold before your sales team can engage.  

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Measuring the Wrong Metrics  

• Chasing Vanity Metrics: Focusing more on clicks, impressions, and raw lead counts instead of your pipeline and revenue undermines long-term ROI.  

• Impatient Result Mindset: Expecting instant results from demand generation can lead to pulling back on awareness investments without your knowledge and depriving your pipeline of future opportunities.  

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Ignoring Intent Data  

• No Lead Scoring or Intent Signals: Without a lead scoring system or data platform, you’ll be chasing low-quality leads and missing out on the high quality ones.

• Not Researching Your Audience: Failing to understand your audience's needs and pain points will cause your content and offers to miss the mark, no matter how aligned your channels are.

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Over-Reliance on One Channel  

• Channel Monoculture: When you rely on a single channel, whether it’s organic socials, email, or paid search, you limit your reach and sensitivity to market shifts.

• Buying Instead of Earning Leads: Relying on purchased lists can result in low quality leads and damage sender reputation over time.

Avoiding these traps ensures that your full-funnel strategy remains aligned and focused on outcomes that matter: pipeline, conversion and long-term value.

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When to Prioritise Demand Gen vs Lead Gen  

Both demand generation and lead generation play a role in your marketing strategy but choosing which one to prioritise depends on your company’s stage, resources, sales cycles and growth goals. Here’s how to decide which one to use and when.  

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Based on Business Stage  

• Early-stage or scaling companies should lead with demand generation. If brand awareness is low or you’re building your presence in the market, demand generation helps create visibility and credibility with the right audience.  

• Mature businesses with established traffic and recognition may benefit from lead generation efforts to directly capture and convert known demand.  

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Based on Budget and Resources  

• Low-budget teams should prioritise demand generation through content marketing and SEO. It is slower to build, but it is more cost-effective and long-term.  

• Teams with paid media budgets and sales capacity can layer in lead generation to strengthen pipeline creation, especially when they have a solid demand generation foundation in place.  

Example: Demand generation relies on content marketing, which brings in leads at roughly £68 (about $92 per lead and delivers an average of 14% ROI on lead generation efforts.  

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Based on Sales Cycle  

• Long or complex sales cycles can benefit more from demand generation, as building trust and educating early on can increase conversion rates later in the funnel.  

• Shorter sales cycles benefit from direct lead generation campaigns aimed at high-intent buyers who already know what they want and need.  

Research shows that organisations generate an average of 1,877 leads monthly - of which 81% qualify as MQLs.

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Sustainable Growth with Balanced Planning  

The most effective strategies don't make demand generation and lead generation compete against each other; they integrate both. Demand generation builds future pipelines and improves lead quality, while lead generation converts that existing interest into paying customers. In conclusion, you should:  

• Build trust first, then capture interest.

• Use ungated content to expand reach.

• Follow up with gated content, nurturing sequences to convert and use CTAs.  

Example: Denodo partnered with MyOutreach to secure 1,759 MQLs from 500 targeted companies, dramatically boosting lead engagement and conversions. Case Study ➝

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📖 Useful read: Top 5 Techniques to Generate B2B Leads for SaaS Companies

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Advanced Tactics to Maximise Both  

Use Intent Data to Bridge the Gap  

Intent data reveals which companies are actively searching for a solution, making it the bridge between TOFU interest and BOFU conversion. Tools like Bombora or Leadfeeder can help you identify anonymous visitors, track keyword intent spikes and trigger lead generation actions at the right moment.  

Example: Wind River used intent and install data to target qualified leads. The goal was 113 MQLs, but when they partnered up with MyOutreach, they got 866. Case Study ➝

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ABM as a Full-Funnel Connector  

Account-based marketing (ABM) connects demand generation and lead generation by targeting specific accounts with personalised, full-funnel messaging. At the top, you use ads and content to engage leads. In the middle, you offer personalised content and webinars, and at the bottom, you give SDRs deal-specific guides.  

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📖 Useful read:  SaaS Lead Generation: Personalisation Tactics for Success

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AI Tools to Improve Targeting

AI platforms help you uncover lookalike audiences, predict intent, and optimise campaigns.  

• For demand generation: Use AI tools that analyse content performance and identify topics with high engagement.  

• For lead geneneration: Use AI to score leads, personalise outbound sequences or predict sales-reediness.  

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Best Practices for Multi-Touch Attribution  

Use multi-touch attribution models (first touch, last touch, W-shaped) to understand what positively influences conversions. Platforms like Google Analytics 4, HubSpot or Bizble can help you map out this journey.  

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Top Tools for Demand Gen and Lead Gen  

Tools for Demand Gen  

• HubSpot (CRM, SEO, content tracking).  

• BuzzSumo (content research + discovery).

• LinkedIn Campaign Manager (video content distribution + TOFU targeting).  

• Google Analytics 4 (awareness + traffic tracking).

• Clearbit (firmographic enrichment for audience insights).

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📖 You might also like this:  10 Demand Generation Trends for 2025

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Tools for Lead Gen  

• Zoominfo (data + contact enrichment).  

• Apollo.io (email outreach + lead scoring).  

• Unbounce (landing page optimisation).  

• Leadfeeder (reverse IP lookup to capture hidden intent).

• Typeform (interactive forms for data capture).

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📖 Useful read: 10 Free Lead Generation Tools

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Choosing the Right Metrics to Prove ROI

Creating a Shared Dashboard

Build shared dashboards that track performance across both strategies. The key components are:  

• TOFU Metrics (traffic + brand awareness)

• MOFU/BOFU (CPL, SQLs, revenue)  

• Attribution views (channel and stage contribution)

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TOFU Demand Gen Metrics  

• Brand Awareness: Direct traffic, branded search volume.  

• Engagement: Scroll depth, content shares, video views.  

• Lead Velocity Rate (LVR): Number of quality leads entering the funnel monthly.  

• Traffic Sources: Organic vs paid breakdowns.  

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MOFU/BOFU Lead Gen Metrics  

• MQL to SQL Conversion Rate

• Form Conversion Rates (by content type and channel)

• Sales Cycle Length

• Opportunity to Close Rate

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Campaign Attribution vs Pipeline Attribution  

• Campaign Attribution focuses on the source of a lead  

• Pipeline Attribution evaluates contribution to actual revenue  

Why it matters: You might get a lot of leads from one source, but pipeline attribution shows what’s driving revenue.

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Conclusion  

To build a healthy and scalable B2B pipeline, it’s important that you master both demand generation and lead generation. Demand generation expands your reach, builds brand authority, and nurtures long-term relationships and interest, while lead generation captures and qualifies buyers in the market and delivers sales-ready opportunities. When these two strategies work together and are supported by the right tools, your teams are aligned, and there is ongoing optimisation, you can create a marketing strategy that drives both fast results and future growth.  

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How MyOutreach Can Help  

MyOutreach is a B2B SaaS lead generation agency. We specialise in helping other B2B companies combine demand and lead generation to maximise their efforts. Our team focuses on clarifying your message, engaging with your ICP, and delivering quality leads directly to your sales teams.  

Using advanced intent data, multi-channel content syndication, and personalised ABM strategies, we ensure your solutions reach high-intent customers across every funnel stage.

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📋 Featured Case Studies:  

• Proofpoint: Scaled lead generation with precision targeting and intent-based outreach resulted in new opportunities, a mix of BANT leads and high-intent MQLs.  Case Study ➝

• Phase2: Delivered 3x more webinar leads than expected, with 80% of MQLs coming directly from MyOureach efforts. Case Study ➝

• Milestone: Used targeted content syndication to boost brand engagement and reach decision makers in high value accounts. Case Study ➝

• More success stories ➝

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FAQs  

Q1.  Is demand generation better than lead generation?

The short answer is no - they serve different purposes, and both are needed for a balanced marketing strategy. Demand generation builds awareness and trust across a wider audience, while lead generation focuses on the audience already in the market. Together, they create a full-funnel approach.  

Q2. How long does demand generation take to work?

Demand generation is a long-term strategy, typically requiring 6 to 8 months to show measurable ROI.  

Q3. Can you do lead generation without demand generation?

Yes, but it’s not recommended. Lead generation alone often results in low quality leads, higher costs and missed opportunities to build brand authority. Without demand geneneration, you only target active buyers, leaving potential customers untouched.  

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