lead generation

SaaS: Demand vs. Lead Generation

Many SaaS companies have a demand generation function within marketing. I think the term “demand generation” is terribly misguided. There is no such thing as generating demand. Demand either exists or does not. If demand exists in the marketplace, it can be channeled to your company via lead generation mechanisms — such as cold calling, […]

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The Lie Called SaaS Demand Generation

Most well-established marketing departments in SaaS companies have one or more people in demand generation or “demand gen.” I have always hated this term because I think it completely misunderstands the purpose (and the limits) of marketing. You can not generate demand where none exists. You can only channel demand that inherently exists in a

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