Demand generation is a form of lead generation that both identifies new prospects and nurtures these leads—cultivating their interests and awareness in a company’s products or services. Companies that have a longer sales cycle often rely on demand generation to nurture these leads until they are sales-ready, keeping leads warm and ensuring that lead generation efforts aren’t wasted. Lead qualification and customer segmentation and tracking are essential requirements for marketers, as evidenced above. Lead qualification allows marketers to identify relevant product offerings and nurture programs for each prospect in an effort to more effectively sell. Customer segmentation allows companies to maximize a current client base for cross-promotion designed to drive incremental sales and, ultimately, increase customer lifetime value. Both demand generation and customer segmentation and targeting allow companies to appeal to clients and prospects based on their individual product needs, which requires marketers to develop distinct messaging that caters to both audiences and all products. Get the full story at eMarketer