Demand Generation vs. Lead Generation

Source: Jeff Gapinski

Your cold emails aren't getting replies — not because your offer is bad, but because the market isn’t ready for it.

At Singularity, we learned this the hard way. Here’s why we stopped chasing leads and started generating demand.

What's the Difference?

In technical industries like oil & gas or advanced manufacturing, selling isn’t about flashy funnels. It’s about teaching first.

We shifted our focus to Demand Generation because it fits how engineers actually buy:

• They research before they reply.

• They don’t want to be sold to — they want to learn.

• They trust problem solvers, not salespeople.

Why Lead Generation Alone Doesn’t Work (Yet)

Lead Gen works great… when the market is ready.

But if your product is new, technical, or still misunderstood — direct outreach often falls flat.

Here are the constraints we’ve faced:

• Engineers don’t always know these AI tools exist

• Many don’t recognize the bottlenecks in their workflow until they see a real example

• Cold DMs without context often get ignored — even with good intent

That’s why we build context first. Demand Generation takes time, but it sets up qualified conversations later.

Final Thought: Teach First, Convert Later

At Singularity, we’ve adopted a simple mindset:

By showing real workflows, sharing free tools, and solving real problems, engineers reach out when they are ready — and those conversations lead to real projects.

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