Demand vs lead generation in B2B?

Demand generation creates market demand for your category, while lead generation captures contact information from buyers already researching solutions in B2B. You need both if you want a predictable pipeline that doesn't depend entirely on paid acquisition or competitor displacement. The Starr Conspiracy's GTM Kernel framework aligns demand creation with capture mechanics. Measure demand gen on account engagement and category awareness, lead gen on qualified conversations and pipeline velocity, without demand gen, your CPL rises while sales acceptance rates fall as you fight over the same in-market buyers every quarter.