Continuing the series of videos on Marketing Operations basics, here are two videos by Software Advice. Demand generation and lead management are terms that are routinely thrown around, but what they mean exactly is not always clear to companies. And if it is, the question remains which one deserves more attention from the management.
In two short videos, Carlos Hidalgo, CEO of Annuitas Group and Executive Director of the Marketing Automation Institute, explains the difference between the two armed with just a whiteboard and some colored markers. Old school, but very enlightening:
In part one, Hidalgo defines both terms and explains how companies should view them not as separate entities, but a dual proposition. Demand generation and lead management actually work together to create a more effective customer engagement strategy.
In part two he discusses how marketing automation technology is not the complete answer to all your demand generation and lead management needs. Rather, it provides a critical piece of your demand generation strategy and lead management process.
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