As marketers, we’re often asked if inbound marketing and demand generation are the same.
Our answer? Not exactly.
While both inbound marketing and demand generation help drive visitors, leads and revenue for your business, the two concepts aren’t identical.
In this blog, we’ll discuss the differences between the two and explain how they fit together.
“The marketing system and engine that bridges the gap with your company’s sales and revenue operations. It may include multiple touch points, from blogging to email list creation to social media promotion – all inbound marketing tactics that are part of a company’s overall demand generation strategy.”
Still, demand generation is not inbound marketing.
Demand generation is a sales-centric approach to generating awareness and interest for your brand among users who are not yet active in their buyer journey. It encompasses all stages of the buyer’s journey and is designed to build long-term relationships with key prospects and customers that can help grow your business.
To do this effectively, you need to help your target audience identify and understand their pain points and how your solution can help. Demand generation takes a proactive approach, using marketing tactics such as webinars, podcasts, paid digital advertising and account-based marketing (ABM).
Demand generation tactics will use inbound marketing, but it’s a single piece to your company’s larger demand strategy.
“A business methodology that attracts customers by creating valuable content and experiences tailored to them.”
Not only does inbound – a marketing-centric approach – attract qualified prospects but it also builds trust and credibility for your business. It’s one component of a comprehensive demand generation strategy that’s required to secure both a high quantity of leads and high-quality leads.
Inbound marketing helps deploy the methods needed so people notice your company when looking for products and services like yours. In addition to blogging and conversion-oriented landing pages, some inbound marketing tactics to consider to help you reach your marketing goals include:
Learn all you need to know about inbound marketing by downloading our beginner’s guide.
Even though inbound marketing and demand generation are different, the two concepts complement each other. In fact, companies that execute a blend of inbound and demand generation tactics see favorable results. Together, they:
Regardless of your specific lead generation goals, consider implementing demand generation and inbound methods in your sales and marketing strategy.