In this episode, we explore the key differences between lead generation and demand generation, and when to use each strategy for optimal results. Our guest, Ilana Shabtay, VP of Marketing at Fullpath, shares her company’s journey from a traditional lead generation approach to a demand generation strategy designed to build brand awareness and attract high-intent buyers.
Ilana discusses the benefits of ungating content for higher conversion rates and better-qualified leads, and highlights crucial marketing funnel metrics to track. She emphasizes the importance of sales alignment and notes that demand generation requires patience, with results typically emerging around the 90-day mark. This episode offers a strategic look at how shifting your marketing approach can drive more meaningful pipeline growth. Tune in to discover the key differences between these two essential B2B marketing strategies and when to apply each for maximum impact.
