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From Awareness to Conversion: The Relationship Between Marketing and Distribution in Lead Generation

Welcome to the dynamic realm of lead generation and performance marketing – an ever-evolving landscape where every click, impression, and conversion carries significant weight.

Businesses tirelessly strive to generate more leads and optimise their performance in this arena, leaving no stone unturned in pursuing their objectives. However, the interchangeable use of key terms often leads to confusion and difficulty in distinguishing between various facets of the lead generation process. 

Understanding the distinction between marketing and distribution is paramount in the realm of lead generation and performance marketing. Although the terms are often used interchangeably, they refer to distinct aspects of the lead generation process. This article explores the difference between marketing and distribution and how businesses can harness both to generate leads and optimise their performance.

Marketing encompasses the strategies and activities employed by businesses to promote their products or services to prospective customers. It encompasses everything from advertising and content marketing to social media and email marketing. The primary objective of marketing is to create awareness about the product or service and generate interest among potential customers, which is a vital part of lead generation.

On the other hand, distribution refers to presenting a product or service to potential customers. It encompasses everything from search engine optimisation (SEO) and pay-per-click (PPC) advertising to affiliate marketing and influencer marketing. The primary objective of distribution is to facilitate an effortless discovery and purchase of the product or service by potential customers. Distribution is a crucial aspect of lead generation, as it facilitates converting potential customers into leads and, ultimately, customers.

While marketing and distribution represent two separate aspects of lead generation, they are closely intertwined. Effective marketing is fundamental for generating interest and attracting potential customers, but without efficient distribution, those potential customers may never convert into leads or customers. Similarly, effective distribution is crucial for converting potential customers into leads and customers, but effective marketing is necessary for there to be enough potential customers to convert.

To optimise lead generation and performance marketing, businesses must concentrate on both marketing and distribution. This entails creating effective marketing campaigns that generate interest and attract potential customers and utilising efficient distribution channels to convert those potential customers into leads and customers. By focusing on marketing and distribution, businesses can generate more leads, optimise performance, increase revenue, and spur growth.

The problem we often encounter, particularly in medium to large enterprises, is that marketing and distribution typically fall under different departments, creating conflict as both vie for the same keywords and target the same audiences, driving up costs. The net result is a cannibalisation of resources and revenue, which leads to a marked deterioration in return on ad spend. A prudent solution for enterprises faced with this dilemma is to consider consolidating all digital channel advertising under a central Digital Custodianship department, an elegant integration of the services and functions provided by the Chief Marketing Officer and the Chief Revenue or Financial Officer.

In conclusion, marketing and distribution represent two distinctive aspects of lead generation and performance marketing, but their interdependence is undeniable. To achieve optimal results, businesses must focus on marketing and distribution, creating effective marketing campaigns, and utilising efficient distribution channels to convert potential customers into leads and customers. By effectively comprehending the difference between marketing and distribution and utilising both, businesses can generate more leads, optimise performance, and attain unparalleled success.

About JG Bezuidenhout

About JG Bezuidenhout

JG Bezuidenhout is a founding partner of the South African subsidiary of Offernet.net, the data technology company housed in London, United Kingdom. Although based in Cape Town, JG is the global head of Offernet's advisory and innovation hub and, as such, is responsible for the monitoring and implementation of cutting-edge solutions, particularly within the digital marketing environment. Using advanced technologies such as big data and machine learning, as well as their bespoke Touchpoint Analytics™ system, Offernet can accurately and dramatically improve their clients' returns on advertising spend (ROAS). Their comprehensive approach to marketing, which includes advisory services, data analytics, and media buying, makes Offernet a valuable partner. If you want to take your marketing to the next level to achieve far more measurable results and align yourself with the growth strategies of the entire C-suite (and the company as a whole), Offernet is a logical choice.