The Difference Between Lead Generation and Demand Generation

I’m often asked to describe the difference between lead generation and demand generation. It’s not uncommon for the terms to be used interchangeably, but they are very different. Let me explain.

Lead Generation is about a single buyer.
Demand Generation is about a market of buyers.

Lead Generation is tactical.
Demand Generation is strategic.

Lead Generation is reactive.
Demand Generation is proactive.

Jim Semick

Jim Semick

Jim Semick is co-founder of ProductPlan, a leading provider of cloud-based roadmap software for product and marketing teams. For more than 15 years he has helped launch new products now generating hundreds of millions in revenue. He was part of the founding team at AppFolio, a vertical SaaS company. Prior to AppFolio, Jim validated and created version 1.0 product requirements for GoToMyPC and GoToMeeting (acquired by Citrix). Jim is a frequent speaker on product management and the process of discovering successful business models. He contributes at www.productplan.com/blog. Follow Jim on Twitter at @JimSemick.


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