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Lead generation only captures existing demand, but doesn't create it. According to the 95-5 Rule, the majority of potential buyers, around 95%, aren't actively seeking products or services at the given moment. This means that solely targeting the 5% who are "in-market" might limit your sales potential. Instead, think about a different type of marketing "memory generation", focusing on reaching out to future buyers and making sure they remember a brand when they're ready to make a purchase. Focusing on creating memorable brand experiences can tap into the other 95% - the future buyers. As we all know, the brand that gets remembered is the brand that gets bought. #leadgeneration #branding #marketing

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