By Leah Quesada – Demand generation is fantastic, but without actual leads, a business can’t experience sustained growth – and without sustained growth… well, you know what happens. Sometimes demand generation and lead generation are used interchangeably but they’re not exactly the same thing; let’s take a look.

Lead generation is marketing with the sole purpose of building a contact list for future follow-up. Content drives this process when it’s placed behind a sign-up form referred to as a gate. Leads know you will communicate with them again in some fashion – typically via email. Examples of lead generating content include e-books, whitepapers, case studies and webinars.

Demand generation is marketing with the intention of creating a desire for your products, services, or even your industry at large. It’s more about building awareness for a challenge your buyer may someday experience and tees you up to solve it, when they’re ready. Demand generation uses un-gated content with calls-to-action at the bottom pointing to a gate such as “sign-up for our newsletter” or “download this e-book.”

Content is (still) king for good reason

The Internet is noisy with content because almost every business is using it to drive demand and leads. The challenge for Xerox Channel Partners is how to use it to disrupt buyers along their journey in positive and helpful ways so they see you as a resource worth subscribing to.


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