The New Rules of Lead Generation

Brand Awareness vs. Lead Generation

In general, the world of marketing is dominated by two disciplines: brand awareness marketing and lead-generation marketing. These two disciplines are the “big brothers of marketing,” and they have a kind of yin/yang relationship with each other. (There are other equally important forms of marketing, of course, such as product marketing. But these other forms have only a casual relationship to lead-generation marketing, so I won’t focus on them in this book.)

Brand awareness marketing (commonly known as brand marketing) is all about making people aware of your product and/or your company. It’s about creating an impression of what your brand stands for in people’s minds, and repeating that impression until they ...