Glosario B2B Marketing & Tech
Demand Generation B2B · Diferencia Lead Gen + framework
Demand Generation B2B · Diferencia Lead Generation (capture vs creation) + framework 5 pillares + dark social + 95-5 rule Ehrenberg-Bass + métricas measurement.
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En síntesis
Demand Generation B2B · Diferencia Lead Gen + framework
Demand Generation B2B · Diferencia Lead Generation (capture vs creation) + framework 5 pillares + dark social + 95-5 rule Ehrenberg-Bass + métricas measurement.
La demand generation B2B crea demanda futura activando audiencias que no buscan activamente todavía. Diferente de Lead Generation (capturar demanda existente). Foundational growth B2B — 95% del mercado out-of-market en cualquier momento (Ehrenberg-Bass Institute).
El contexto
Demand Gen vs Lead Gen · diferencia crítica
- Demand Generation · CREA demanda futura. TOFU awareness, thought leadership, brand. Time horizon 6-24 meses.
- Lead Generation · CAPTURA demanda existente. BOFU forms + landing pages + paid. Time horizon 0-90 días.
- Mistake común · 80% B2B budget en Lead Gen ignorando 95% market out-of-market.
- Balance ideal · 40% Demand Gen + 40% Lead Gen + 20% Customer Marketing.
Lo que aplica
95-5 rule · Ehrenberg-Bass Institute
Investigación Ehrenberg-Bass: 95% de B2B buyers están out-of-market en cualquier momento dado. Solo 5% activamente comprando. Brand building durante out-of-market periodo determina shortlist cuando entran in-market.
- Mental availability · brand recognizable cuando buyer entra in-market.
- Physical availability · presence cross-channels donde buyer busca.
- Distinctive brand assets · colors + voice + visual identity memorable.
Cómo lo resolvemos
5 pillares Demand Generation B2B
- Thought leadership · CMO/CEO LinkedIn organic + podcasts + speaking + research reports.
- Content amplification · SEO + paid social + sponsorships podcasts + newsletters.
- Brand campaigns · awareness paid impossible-to-measure short-term, compounding long-term.
- Community building · Slack/Discord groups + events + meetups + customer councils.
- Partnerships · co-marketing + integration partners + influencer B2B.
En la práctica
Dark social · medición Demand Gen
Dark social = sharing privado no trackable (WhatsApp + Slack DMs + email forwards + private podcasts). Mayor parte Demand Gen value ocurre en dark social. Imposible atribuir multi-touch tradicional.
- Self-reported attribution survey · «¿Cómo nos conociste?» en forms.
- Branded search lift · proxy demand creation impact.
- Direct traffic growth · indicator brand awareness.
- Unattributed pipeline · accept 30-50% pipeline sin trackable source.
Sectores donde aplica
Métricas Demand Gen B2B
- Branded search volume · GSC + SE Ranking trends.
- Direct traffic · GA4 channel direct.
- Share of voice · category mentions vs competitors.
- Engagement quality · time on page + scroll depth + return visitors.
- Self-reported attribution · form survey «How did you hear about us?».
- Pipeline coverage · pipeline 3-5x quota healthy.
Lo que ganas
Errores frecuentes Demand Gen
- 80% budget Lead Gen ignorando Demand Gen. 95% market out-of-market unfocused.
- Measure Demand Gen con métricas Lead Gen. CPL no aplica para brand campaigns.
- Stop Demand Gen Q4 budget cuts. Long-term compound, short-term invisible.
- Ignore dark social. Self-reported attribution survey mandatory.
- Sin brand creative consistency. Distinctive assets foundational mental availability.
Inversión
Términos relacionados
- Funnel de conversión — Lead Gen vive en funnel.
- ABM — variante Demand Gen targeted.
- Marketing Mix — Demand Gen es Promotion long-term.
- Atribución multi-touch — limitations medir Demand Gen.
- E-E-A-T — thought leadership E-E-A-T.
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