Marketing is an art. And if you want your small business to be successful, understanding that art (or having people on your team who do) is an absolute must. People can’t turn into customers until they know who your company is, why they need your products or services, and what sets your business apart. 

That’s where demand generation and lead generation come in. You may hear these terms and ask yourself, “Why do I need both demand generation and lead generation? Isn’t one enough?” Well, no—both are vital for companies that want to grow their business.

But how do these concepts differ, and how do you know when it’s appropriate to use one or the other?


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