Hi Steff,
It is vital to understand the difference between Demand Generation and Lead Generation. WHY? Demand Generation is often interchanged with the concept of lead generation; however there is a huge difference between these two very important concepts, namely the outcome. Thinking they are the same beast and having only a single marketing strategy can lead to failure! They are unique and therefore require separate approaches. Here's an article that explains the difference. I hope it helps: https://www.engagementfactory.com/2014/12/demand-lead-generation/
Regards,
Jos
