In last month’s column, I described the importance of lead scoring within demand generation systems. But perhaps I should step back to describe those systems in general. Many people still confuse them with marketing automation or campaign management products. It’s an easy mistake. Both sets of systems maintain a contact database used to drive outbound marketing campaigns. Both provide reporting and analysis tools to understand promotion results. And both may include marketing, planning, content management and project management.

The obvious difference is that demand generation software is usually used by business marketers, while marketing automation and campaign management are used primarily to reach consumers. But this distinction is less useful than it seems. Many traditional marketing automation systems are also used for business marketing, and many small consumer marketers use lower-end demand generation software.

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