In the first installment of this series, I commented that I’d gotten “lead gen” and “demand gen” mixed up. Seems I am not alone, so before we leap off into the next group of definitions, a few more words are in order about “demand generation vs. lead generation.” In a recent post on Content Marketing Institute’s blog, Eric Wittlake commented that “When many B2B marketers say demand generation, they mean lead generation — which is to say they will measure success based on the number and value of the leads their efforts bring in. The problem is this: Demand generation is focused on shaping the audience’s perspective, while lead generation is focused on capturing their information.” (The post generated interesting comments, which you can read here.) One of the things I found instructive was the different outcomes Eric postulated: The direct outcome of lead generation is new contacts available for sales or marketing; the direct outcome of demand generation is that your audience is more likely to purchase your products or services. I asked Jay Hidalgo, founder of Demand Gen Coach (and a marketer with both Fortune 100 and SMB cred), to comment. He agreed with Eric’s outcomes, and added: “Simply put, demand generation is the overarching program and process. Lead generation is one tactic, used to obtain contacts.” With all that said, let’s get on with Part 2 of the Glossary: E
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To use a physical example, imagine you’re driving on the freeway, and the speed limit is 65. Most cars measure the rotational speed of either the wheels or the transmission using a drive cable. So the drive cable does the measurement, and sends the raw data to the speedometer. The speedometer is the KPI: In a simple, unambiguous manner, it displays the information you need to make a judgment about whether your car is moving too fast. L
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Thus endeth Part 2 of the Digital Marketing Glossary. If you missed Part 1, you can catch up here. The concluding part will be along next week. In the meantime, if you disagree with any of these definitions, or think we missed including a useful word…please let us know. Also, please leave your reviews as they shall help us to serve you in the future.
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Guilty as charged. I read not long ago that a lot of folks confuse or conflate “lead generation” with “demand generation.” Ummm, I reluctantly raise my hand on this one, as I discovered my ignorance when we began compiling this informal digital marketing glossary.
Just as we talk about the importance of sales and marketing agreeing on the terms they use for the processes they share, it’s important for marketers to agree on the meaning of the basic terms we use to talk about everyday marketing activities. This glossary is a first draft, and we invite your feedback. Note that we’re developing glossaries for SEO and email deliverability, so most terms that apply in those disciplines are left out of this one. The current rev of the glossary is running over 4,000 words, so we’re going to serialize it. Here’s Part 1, A through D. And yeah, I remember that I published a post about the 'Digital Marketing Terms', but they were mainly for the improfessional bloggers, who never can take the pain of reading so much or for beginners. Sure, that means that you all aren't beginners anymore (not experts though!) Call yourselfs intermediate 's' or something!! The rest of the parts shall be published soon!! You sure shall need many of these terms soon. So better to start now...... A
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Part 2 of the Digital Marketing Glossary will be published soon. Please tell us what you think in the comments section. |
Author - Jon
Part-time blogger. Preparing for post-graduation.
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