Demand Generation VS. Lead Management

Demand generation and lead management are two terms that companies should be fairly familiar with, but it turns out there is quite a bit of confusion around the two. Some companies believe they are the same thing, while others know the difference between the two, but are unsure which to invest in.

Lauren Carlson, an analyst who reviews marketing automation solutions at Software Advice, tipped me off to a two-part whiteboard session with Carlos Hidalgo, CEO of Annuitas Group and Executive Director of the Marketing Automation Institute. In part one, Hidalgo defines both terms and explains how companies should view them not as separate entities, but a dual proposition. Demand generation and lead management actually work together to create a more effective customer engagement strategy.

In part 2, Carlos discusses how marketing automation technology is not the complete answer to all your demand generation and lead management needs. Rather, it provides a critical piece of your demand generation strategy and lead management process.