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Having trouble hitting sales targets? Constantly finding yourself with poor-quality leads? Think there’s no one left to sell to? You’re not alone.

Lead generation and demand generation form two important practices in the sales funnel. Whilst sometimes spoken about as if interchangeable, these practices actually do two separate jobs, sitting in different – but just as crucial – parts of the funnel. It’s important to appreciate these differences whilst using them together to maximise results.

What you’ll find in this guide:

  • What is Demand Generation?
  • What is Lead Generation?
  • How do they differ? 
  • The B2B sales funnel.
  • How to utilise each type.
  • How to gain an advantage by combining both.
  • Best practice case study.
  • Interlink’s role in lead generation.