Lead Generation is not the same as Demand Generation

Effective lead generation is the result of getting a person interested in your story. It is vital to sales success. In essence, it is an exchange of value. Your prospective customers expect to get something of value from you in exchange for their information.

Demand generation is much more than that; it is about transitioning the person from being just interested in your story to being attentive to your story, to the point that they are able to make a buying decision when they are ready. This is accomplished through an educational cycle that nurtures the customer along the buying cycle, what we call the “breadcrumb trail.”

The breadcrumb trail cycle is not a once-and-done process; it is a well thought-out, deliberate, and constantly evolving process that continually answers the question, “What does my customer want?” It is not about what you want.

So, when it comes down to your leads, what are you doing with them? Are they being nurtured or stalled? To help them buy, you must create a predictable well thought-out “breadcrumb trail” where you are positioned properly when the customer is willing and ready to buy.

If you would like to know more about how AscendWorks can help your business increase demand, click here for a complimentary consultation.