Lead generation is focused on identifying potential customers and nurturing relationships with those prospects, while demand generation is about creating awareness and interest in your products and services.īoth lead generation and demand generation require similar efforts like identifying target markets, conducting research, and developing strategies. Both work to instill interest in a brand’s products or services, just in slightly different ways. Lead generation and B2B demand generation are interwoven and often mistaken for one another.

Related reading: 9 Key Lead Generation Strategies for B2B SaaS Companies Lead generation versus demand generation

When marketers talk about “capturing” leads, it means collecting the names and contact information of potential buyers, and tracking their journey through the sales funnel with the goal, of course, of increasing revenue and sales. Using social media, search-engine-optimized blog posts, paid ads, email marketing, and more, marketers leverage lead generation to identify prospects most likely to convert.Įssentially, B2B lead generation is the first step in the buyer’s journey. To generate leads, marketers use a variety of inbound marketing tactics to build visibility, awareness, and interest in potential prospects. What is B2B lead generation?Īn essential part of any digital marketing campaign, leads represent the first-party data you collect directly from customers-emails, phone numbers, product preferences, etc. So how can B2B marketers plan a successful lead generation campaign on LinkedIn in 2023? Read on. Four out of five people on LinkedIn reportedly drive business decisions in their company-and brands see up to a two-times higher conversion rate on LinkedIn compared to other social platforms.

But to generate quality leads, marketers need to know their audience segments, the best practices for their preferred platforms, and the channels through which they’ll have the most success.Īs for the best B2B platform, LinkedIn continues to be a top contender for B2B marketers to communicate with their audiences. B2B Marketers are responsible for building awareness, but we are also the gatekeepers of quality lead generation that our sales teams depend on.

Linkedin b2b lead generation