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 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 StoryLab.ai. 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

• Improving Lead Generation – For B2B SaaS Marketers

Demand Generation Articles

• What is Demand Generation
• How to Improve Demand Generation with AI
• Improve your Lead Generation Strategy
• Lead Generation versus Demand Generation
• How to Improve Lead Generation with AI
• Demand Generation shift to education with content
• Inbound Marketing Strategy Ultimate Guide
• How to Improve Inbound Marketing with AI
• Demand Creation and Employee Advocacy in Demand Generation
• Top Demand Capture Channels

Demand Generation Videos

• Ungating Content Does Not mean Deleting all Forms on the Website
• What does Conversation Generation mean in Demand Generation
• The Important Categories of Demand Generation
• Demand Generation is a Team Sport, not a Job Function
• What you Need to Know About Ungating Content Offers
• Shifting from Collecting Contact Information to Demand Generation

B2B Buying Videos

• B2B Buying Process – How do you like to get Aware of Software Vendors?
• B2B Buying – How do you Like to Learn about Software Vendors
• B2B Buying – What should Software Vendors Include on their Website
• B2B Buying – How Not to get Marketed to by Software Vendors
• B2B Buying Process – What Information do you need from a Software Vendor’s Sales Team
• B2B Buying – What information would you like from Marketing VS Sales
• B2B Buying – Do you dislike talking to more than 1 salesperson
• B2B Buying – Talking to sales getting paid a full salary VS commission
• B2B Buying – The Ideal B2B Marketing / Sales Model
• B2B Buying – Refocusing Efforts From Sales to Marketing