Lead generation vs. demand generation

Stop hunting

You’ve probably heard it many times: “Post on LinkedIn every day, keep calling until you land that meeting, and maximize your lead generation.” But is that really the smartest approach? Maybe… not.

Imagine no longer having to chase after that one appointment by making twenty phone calls a day. Instead, you’ll be found naturally—by the right audience, at the right time. Sounds ideal, doesn’t it?

— By the way, cold calling is still a good way to generate leads, but always combine it with demand generation and make sure you have extremely well-crafted call scripts

But how do you get there?

Let's compare them:

Option 1: Show your logo everywhere, as much as possible. It's all about brand recognition, isn't it?

Option 2: Show your target audience how you solve their problem, instead of just plastering your name everywhere.

Two, of course.

Option 1: Post on LinkedIn once a week, because you've promised yourself to be consistent.

Option 2: Share a new insight once a week that your target audience may not have considered before.

Option 1: Call twenty times a day to secure that one appointment, pushing hard to get the sales team to get to work.

Option 2: Be seen 20 times a month, build authority, and use retargeting based on video views to generate that one lead through your website as a result of your demand generation strategy.

But then why does everyone keep sticking to that first approach?

The focus is often on immediate lead generation and quick conversions. But the real power lies in building authority and trust. Thought leadership isn’t just about being visible; it’s about offering valuable insights that help your target audience think beyond standard solutions. You become the go-to source they return to. That’s demand generation.

So, do you want to be the authority in your niche? Or are you going to keep chasing after that one lead?

You're going to choose option two, right? I figured as much.