Lead generation and demand generation have much in common with two distinct ways of getting the word out. The first, that is lead generation, is far more subtle than the second. It consists of the quiet laborious act of first creating through prospecting efforts one’s leads and then finding ways of maintaining them. Communication-wise it might be compared to a whisper that is sent to one person, designed to lure him or her in, beckoning and persuasive. Conversely, demand generation, which is how marketers oversee and develop and manage interests across a broad region is much less intimate. It must persuade many individuals, garnering and then ensuring the continued interest of many, rather than one. So, it is more akin to a shout. Much of the art of marketing consists in knowing when the ‘whisper’ method is best used and when the ‘shout’ methodology is the one best employed. Business to business scenarios, where the need for a product must be conveyed to a number of possible retailers at once call for the ‘shout,’ or demand generation technique. Shout tactics that work well include, telemarketing, influencer use, billboards, social media, testimonials, even word of mouth, which can take the form of blogs and podcasts. The furthest reach is the one wanted, thereby ensuring the best investment return. Lead generation, on the other hand, does not seek to expand the scope of communication. It seeks to shrink it. Why, does one shrink it? Well. Shrinking is a good tactic if one is aware that one’s product, or a specific product line, is most viable as a sale aimed for a niche and very targeted clientele. In some business to business arenas it is also invaluable, because even in this high tech world many businesses still prefer to commit their business needs only with another person, face to face. Although both tactics have merit and use, it is best to ally the tactic with the product and its intended target for the best outcome.
- When someone has a secret and he wants to tell someone that secret rather than shout it out he whispers it to the individual.
- Although lead generation is not spoken conversation but if it were so it would involve a chat that is made one to one.
- Rather than whisper, many marketers engage in demand generation and that is they should in order to manage the interest of those buying their products.
“But when you’ve got a group announcement to make, you know a whisper won’t cut it.”