B2B organizations are tirelessly working to refine their marketing strategies to increase awareness for their brand and ultimately convert more leads to thrive and outpace the competition. Two methods that are playing a growing role are demand generation and lead generation, sometimes referred to as the “gen-twins,” because they use similar traits and content to drive results. However, the goals and tactics behind these methods are very different. And just as people get their meanings wrong, they get their applications wrong too.