Last week Carlos Hidalgo, CEO of the Annuitas Group, shared on the Software Advice bloga nice video explaining two basic concepts that are often used interchangeably by vendors and even analysts in the Marketing Automation space but should in fact be treated as separate concepts: Demand Generation and Lead Management.
Demand Generation vs. Lead Management
According to Carlos, Demand Generation has two goals:
- Filling the funnel
- Engaging with prospect throughout the funnel
And Lead management is the process used to ensure there is a link between marketing and sales to prevent leads leaking out, falling out of the funnel.
How About Marketing Automation?
On a second video, Carlos then explains that Marketing Automation will not be the only solution for your demand genreation and lead management, but it can support both processes. It is the technology behind your demand / lead processes.
Marketing Automation basically enables your content to reach your buyer at the right time in the buying cycle.
Nice job, Carlos!