On our left, the supporters of “100% accessible content”. On our right, those who scream “no, you need a form to generate contacts!”. And in the center, the referee that we are. Today, we step into the ring: it’s time for the demand generation vs lead generation match.
So, is lead generation (really) the big
bad guy in email data marketing? Is “demand gen” (really) the new altruistic trend to follow?
Thanks to Cédric Costa (Inbound Marketing expert) and Pierre Lechelle (demand generation expert) for sharing their vision with us during Plezi Décode. Discover the summary of this rich exchange (and more) in this article.
Often compared and contrasted, these two marketing methods have one thing in common (spoiler: we’ll give you the others a little further down). It’s a rich and interesting story. Their origins yesterday explain their success today.
Let’s start with the origins of lead generation.
At Plezi, we prefer to talk about inbound marketing . In 2009, the release of the book “ inbound marketing: get found using google, social media and blogs ” by Brian and Dharmesh (Hubspot) democratized this methodology. The rise of Inbound Marketing is therefore attributed to Hubspot. While in reality, the strategy has existed for longer.
Indeed, the true birth of how to prevent mobile device incidents Inbound Marketing dates back to 1999. Its creator? Seth Godin, with “ Permission marketing: turning strangers into friends and friends into customers ”. He insists on this notion of “bringing the customer to you”, the main characteristic of the Inbound Marketing process.
From the 2000s, Inbound Marketing cmb directory gained momentum. Joe Pulizzi (founder of the Content Marketing Institute) contributed to the glory days of Inbound, by introducing the notions of creating quality content and audience loyalty, throughout their journey.
On the demand generation side, the literature is a little more discreet. In Plezi Decode, our guest Pierre Lechelle highlights the work “Play Bigger ” by Al Ramadan, Dave Peterson, Christopher Lochhead and Kevin Maney.
