What's the difference between demand gen, brand awareness, and lead gen — and where should a B2B SaaS founder put the budget?
Brand awareness makes people know you exist; demand gen makes them want what you do; lead gen captures the contact info of people already interested. Early-stage B2B SaaS founders should put most of their effort into demand gen — creating interest through content — because only a small fraction of buyers are in-market at any moment.