Shifting from Collecting Contact Information to Demand Generation

A lead originally meant a potential opportunity. But that is gradually transitioned over time to mean ‘any contact information stored in your database’.

Our co-founder and CEO, Brian Cohen explains this in this short video. Be sure to watch till the end and subscribe to our YouTube channel.

Author bio

Brian Cohen StoryLab.aiBrian has 15+ years as a marketing strategist and visionary leader with a track record of transforming the marketing function and propelling it to new heights for several SaaS companies as an advisor, consultant, and employee. He has spearheaded highly successful campaigns that captivated target audiences, optimizing the marketing funnel to maximize conversion rates, and accelerate sales cycles.

Brian Cohen is also the Co-Founder and CEO at You can find more info about Brian on LinkedIn.

Video transcript (auto-generated)

lead generation has become such a Hot Topic as of late. Primarily due to the varying definitions.

A lead originally meant a potential opportunity. But that is gradually transitioned over time to mean
any contact information stored in your database.

Why are people shifting the definition of a lead? As targets have climbed and marketers have needed to meet those objectives they’ve loosened the
standards of what it meant to be a lead and what it meant to be pushed to the sales team.

In order to meet these larger volumes and at difficult times. Why they shouldn’t do that is because it becomes very difficult for BDRs to chase all of these contacts that aren’t necessarily ready to purchase or ready to have a conversation with you or even aware of the problem that you could potentially solve for them.

This becomes very costly as it’s time and energy that the BDRs are spending. It is money that you’ve spent to acquire these leads so it’s getting very expensive and they’re less likely to convert.

Instead, we’ve been making this drastic shift to demand generation to focus on key areas of capturing folks that are already in-market while creating demand from folks that aren’t necessarily in-market but could be potential prospects for you. They have problems that you can potentially solve for them.

Other Demand Generation books, articles, and videos

Demand Generation Book

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