Depending on your business model, one of the two marketing disciplines may be sufficient:
- Demand Generation plus Lead Generation: usual B2B marketing (expensive services that require explanation).
- Lead Generation only: contacts have demand per se (printer toner, mobile phone contracts, HR consulting, etc.)
- Demand Generation: There is an online store or sales are made via a partner network or stationary trade.
Demand Generation in Content Marketing
In the past, a trade fair stand, telephone, and fax machine were enough to sell products requiring explanation. In the digital age, however, buyers like to form their own opinion first. To do this, they Google for freely accessible information such as studies, reviews, case studies, and product tests. Ergo: Demand generation is primarily content marketing these days.