Key Factors for Successful Demand Generation

Here’s where most companies fail—they tweak targeting or messaging but leave everything else untouched. ICP research is not an exercise to get voice of the customer data for copywriting. A winning GTM requires a full recalibration. Tweaking your messaging or targeting is a start, but if the rest of your go-to-market strategy isn’t aligned with your ICP, you’re leaving massive growth potential untapped. Here’s all that ICP research need to influence: 1. Messaging & positioning: Address your ICP pain points and goals directly, in a way that highlights your onlyness (where you win). 2. Demand gen targeting: Focus your spend where your ICP actually spends time. Know the communities they belong to, newsletter they read, etc. 3. Product roadmap: Build what your ICP needs—not just what sounds exciting. Their priorities are your priorities. 4. Sales enablement: Equip your team with playbooks and objection-handling scripts tailored to your ICP’s specific concerns. 5. Sales process: Simplify the buying experience to match how your ICP likes to purchase. Align timelines, remove friction. 6. Content creation: Create resources that speak directly to their challenges and goals. 7. Customer marketing: Turn ICPs into advocates. Build strategies for retention, advocacy, and expansion that deepen relationships. ICP alignment is a transformation that touches every part of your strategy.

Multi-channel campaigns generate 347% higher ROI than single-channel approaches. After managing campaigns for 100+ enterprise clients, I'm sharing our latest findings on creating sustainable demand generation strategies. Our Battle-Tested Framework: 1. Strategic Channel Integration - Cross-platform data synchronization - Real-time audience segmentation - Machine learning attribution modeling - Behavioral trigger mapping (45+ touchpoints) - Channel performance optimization - Custom audience journey creation 2. Advanced Content Orchestration - AI-powered content adaptation - Channel-specific messaging - Dynamic content sequencing - Engagement velocity optimization - Personalization at scale (99.3% accuracy) - Real-time performance tracking 3. Sustainable Engagement Tactics - Progressive profiling algorithms - Predictive scoring models - Advanced nurture pathways - Automated re-engagement - Loyalty program integration - Customer lifetime value optimization Independently Verified Results (Q4 2024): - Lead quality improved 312% - Average engagement duration: 4.7x longer - Cross-channel conversion: Up 287% - Customer retention: Increased 156% - Cost per acquisition: Reduced 73% - Marketing qualified leads: Up 234% Success isn't about being everywhere - it's about being in the right places with the right message at the right time. Begin with two core channels and perfect their integration before expanding. This approach yielded 89% better results than rapid multi-channel rollouts. What's your biggest multi-channel marketing challenge?

One of the key pillars of a successful demand generation strategy is a diversified marketing mix. Recently, I had the opportunity to work with a client who initially relied heavily on just two channels—SEO and Paid Ads. Within 6 months, we transformed their approach from a two-legged strategy into a well-rounded marketing mix that now drives revenues from multiple sources. And we’re just getting started! How did we achieve this? ➡ Holistic Data-Driven Analysis: We began with a comprehensive audit of their current marketing efforts, identifying gaps and opportunities across various channels. A significant part of this was convincing the C-suite why relying on just two channels is a dangerous strategy. ➡ Targeted Channel Expansion: Instead of relying solely on SEO and Paid Ads, we expanded into Email Marketing, Social Media, and Referral Programs. Each channel was carefully selected based on the client’s audience and business goals. For email marketing, we created custom flows for both current customers and prospects, building an engaged audience through just-in-time, educational, and transactional emails. ➡ Consistent Messaging & Cross-Channel Synergies: I'm a firm believer in Ogilvy's "The medium is the message," so we ensured the brand message remained consistent across all channels. This created a seamless experience for the audience and strengthened the brand’s presence. We also ensured that channels like email and social media reinforced one another, driving stronger brand presence and conversions. ➡ Data-Driven Adjustments: Linear attribution by channel is outdated, so we had to first "sell" the idea of assisted attribution to the client. In our omni-channel world, it was crucial to analyze data and make campaign adjustments based on those insights. By closely monitoring performance metrics, we quickly optimized our strategies for the best ROI across all channels. ➡ Collaboration and Buy-In: As marketers, our real "selling" begins after onboarding a client, as we're constantly pitching new ways to drive demand. Achieving this transformation required strong collaboration with the client’s internal team and stakeholders. Together, we aligned on goals, brand positioning, and data insights to drive initiatives forward. Looking back, we could’ve taken the safer route of only managing the client’s paid media and organic search efforts, but that would’ve been short-sighted. Instead, we took a slightly riskier approach by launching new demand generation initiatives that might have got us fired, but it was in the best interest of the business. This strategy not only diversified their revenue streams but also made their marketing efforts more resilient and adaptable to changing market conditions. Would love to hear your thoughts....what are your greatest challenges with demand generation marketing?

Last week I had dinner with the CEO of an agency who does Demand Gen for $1B+ tech brands. We agreed MQLs are broken. Here are 3 reasons why we think MQL conversions rates are dropping (and how to fix them): BACKGROUND B2B Sales and Marketing is obsessed with MQLs. Makes sense! We all love measurable outcomes, especially from a sometimes-fuzzy discipline like marketing. A clear MQL - a lead we can nurture and eventually engage - is the fuel we need for our pipeline. Or so it seems. There is a problem. Too often, MQLs are a sugar rush, not a real meal. Empty calories. Why? Because they don't convert. Too often, conversion rates on MQLs hover at .5-1%. And they are dropping further in our oversaturated markets. Here's why: 1. The MQLs are from the wrong people It's an instant tension. We want someone to respond, so we cast a very wide net. We rely on surface-level attributes - like a giant list of industries fit. On average, only 18% of the “leads" that come in will have even a single one of the key selling attributes you need. No wonder they don't convert! The solve: Invest in building a better audience / list. Understand the key attributes of your very best buyers. Are they early adopters? Visionaries? Tech or people centric? Figure out your ICP drivers - aka, where you win. Then build an audience of ONLY companies with those winning attributes. With AI, this doesn't need to be expensive or time consuming! This is where you're way more likely to find your NEXT best customers. 2. The MQLs are anonymous Once you get a lead - hopefully one that is actually in your ICP, you get to the 2nd problem: We know very little about the companies. We rely on the job title or industry to determine who follows up, which product to pitch, which nurture flow to use, and more. We can do better. With more refined list you should also be capturing key attributes of the prospect. How? Ask them! Or, use AI to fill in the most critical details to pick the right content and flow. We've seen 50-200% increase in performance by combining Point 1 (better audience) and this one (attribute enrichment). 3. We don't use what we know This one is often on Sales; We treat all MQLs the same. After all, experience has shown many are "meh" so who can spend the extra effort to carefully study each one? But then we'll miss signals that could be key to the sale! Rev Ops and/or Marketing can help. Distill the most important 2-3 attributes into clear green/yellow/red flags for your team. Train the team to use them. Suddenly, our interactions go from generic to specific.  We meet customers where they are. And that just converts better. CONCLUSION: Companies need leads like people need air to breathe. But the old spray and pray model no longer works. Good news - it's fixable, especially with AI infused into your Demand Creation process. Enough empty calories. We work so hard for MQLs Let's make them worth it. Let's feast!

Most B2B marketers think their pipeline is leaking. But that’s not the real issue. The truth? When buyers are finally ready to spend, they don’t even remember your name. That’s not a pipeline problem. That’s a mental availability problem. If you’re only visible when buyers are actively searching, you’re invisible 95% of the time. Here’s what we’ve learned at UnboundB2B working with fast-growing B2B companies across the US, UK, and UAE: 1. 𝐔𝐬𝐚𝐠𝐞 > 𝐀𝐰𝐚𝐫𝐞𝐧𝐞𝐬𝐬 Brand familiarity grows when more people use your solution. That’s why enterprise buyers keep picking the same tools - everyone in their past org used it. Familiarity scales. 2. 𝐑𝐞𝐚𝐜𝐡 > 𝐑𝐞𝐭𝐚𝐫𝐠𝐞𝐭 If your ad strategy only hits people who already know you, you’re missing the actual market. Always-on reach is what builds long-term recall. Not 6-week sprints. Not performance spikes. 3. 𝐓𝐫𝐢𝐠𝐠𝐞𝐫𝐬 > 𝐅𝐞𝐚𝐭𝐮𝐫𝐞s Buyers don’t search for “automated lead scoring platforms.” They say: “Why is my SDR team wasting time on junk leads?” Your brand has to show up when those real-world problems surface. That’s the moment recall matters. 4. 𝐃𝐢𝐬𝐭𝐢𝐧𝐜𝐭𝐢𝐯𝐞𝐧𝐞𝐬𝐬 > 𝐅𝐫𝐞𝐪𝐮𝐞𝐧𝐜𝐲 You don’t need to shout louder. You need to be instantly recognizable. Same colors, same message, same vibe; every time they scroll. Mental availability isn’t built with one campaign. It’s built with systematic visibility, anchored in triggers your buyers already feel. If you’re only market to people ready to buy now, someone else owns the 95% you’re ignoring. Let’s talk if you’re serious about building a demand engine that your market actually remembers! #B2BMarketing #Brandbuilding #B2B #DemandGen 

Campaign strategy is crucial, but here’s one of my GO-TO tactics when a client has a lot of content available. (And if content is currently limited, here’s a quick win: use LinkedIn’s Ads tool to identify 𝘵𝘰𝘱-𝘱𝘦𝘳𝘧𝘰𝘳𝘮𝘪𝘯𝘨 𝘤𝘰𝘯𝘵𝘦𝘯𝘵 in your industry and focus on creating variations around those topics.) - - - - The strongest campaigns I see share a common theme: the more content we have to build trust and credibility, the stronger the funnel performs. 𝗧𝗵𝗶𝗻𝗸 𝗮𝗯𝗼𝘂𝘁: - Thought-Leader posts - Blogs - Case Studies - Guides - eBooks - Whitepapers - One-Pagers The more variety we can provide, the higher the chances of capturing attention and keeping prospects engaged. Here’s how I layer campaigns when I have at least 8-10 assets across different content categories: 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲𝘀 𝘁𝗼 𝗧𝗮𝗿𝗴𝗲𝘁 𝗽𝗲𝗿 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻: ✅ 90-Day Website Visitors ✅ 90-Day Company Page Visitors ✅ 90-Day Single Image Interactions / Video Views 𝗛𝗼𝘄 𝗜 𝘀𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗲 𝘁𝗵𝗲 𝗹𝗮𝘆𝗲𝗿𝘀: 1. MOFU - Blogs & Case Studies 2. MOFU - eBooks/Whitepapers/Guides (run as Doc Ads) 3. MOFU - Thought Leadership & Boosted Company Content This approach allows you to leverage BOTH: 👉 Your company’s voice (through branded content) 👉 Individual thought leaders (through boosted posts) 𝗪𝗵𝘆 𝘁𝗵𝗶𝘀 𝗺𝗮𝘁𝘁𝗲𝗿𝘀: Buying decisions in B2B are rarely quick or straightforward. Even "simple" offers can feel like major undertakings when processes need to change. Think about it: getting 10-20 people to adopt a new tool is one thing. But what if it’s 50, 100, or 5000+ people across a large organization? It’s a high-stakes decision for decision-makers who are already short on time. - - - - This is what 𝗗𝗲𝗺𝗮𝗻𝗱 𝗚𝗲𝗻𝗲𝗿𝗮𝘁𝗶𝗼𝗻 is about: > Generating interest at TOFU > Keeping the conversation going with layered content that informs, builds trust, and reduces perceived risk Click #1 got their attention. Click #2, #3, and beyond—are you providing value or jumping straight to asking for their info? Here’s the key: Prospects need to feel informed. They need to see your expertise and social proof before they’ll take the next step. The brands that stay in front of their audience, with a variety of relevant content, are the ones that position themselves to win. #linkedinads #linkedmarketing #funnelbuilder

Marketers know that extra attention on their nurture can help a ton..... but just like kicking off that new workout routine, it can feel like a lot to get started on. One of our clients recently give feedback that their sales team saw a 2x higher conversion rate from their demand generation campaign with us vs previous programs working with other vendors in the space. Here’s 5 key things we worked through together, and some insights on how you can boost your own performance. #1 - Using competitive nurture intelligence to customize your follow-up sequences Gone are the days of random follow-up sequences and hoping for the best. This team got strategic by implementing learnings based on having access to best practice nurture  insights. We helped them analyze thousands of touch points to understand what was working in their market, then built targeted outreach campaigns based on real competitive data. #2 - Personalize beyond just {{first name}} Our client moved beyond basic contact field personalization and leveraged their competitors messaging to reposition their own follow up towards the pain points their competitors were not talking about. This helped them create hyper-specific messaging tracks that spoke directly to their prospects actual challenges and interests. #3 - How many emails and how often Instead of random follow-up windows, our client analyzed the overall frequency of competitor email sequences to figure out if their own messaging was too often or too little. They used engagement patterns, organized by different dimensions like segment, industry, or company size, to determine the ideal frequency of their own email marketing. #4 - Keep your email nurtures fresh By understanding when your competitors are reaching out to prospects you are more likely to understand then it’s best for you to engage with prospects. Your competitors marketing tactics will change over time so you're strategy needs to consistently find the perfect moment to market: right time, right place, right person being a recipe for success is still a formula for success. #5 - Implement an A/B testing strategy The real game-changer was their approach to measurement. Rather than focusing on basic metrics, they tracked conversion rates by sequence type and tested their performance against internal benchmarks. This allowed them to continuously refine their approach using the competitive data.

Many demand generation teams are missing out on owning a critical program: the website. Demand gen teams already own key channels like paid media, events, and email. But the website? That often gets overlooked, despite being one of the most powerful tools for driving performance. Your website is your top salesperson and your storefront. We all know this. Yet ownership often gets fuzzy. Too many restrictions and processes stall action, and key pages sit untouched for months (or longer). Think about it: (Using simple math for explanation) • 10,000 visitors/month • 0.5% visitor → demo conversion rate • 30% demo → qualified pipeline • $20k ACV That’s $300k in pipeline generated/month. Now, imagine small improvements to the site bump the visitor → demo conversion rate to 1%. Suddenly, you’re generating $600k in pipeline/month. So, how do demand gen teams unlock this potential? Here are a few ideas: 1. Start with Small, Actionable Changes: • Test the homepage hero section to be more clear • Identify site navigation patterns. • Improve product visibility and clear messaging that’s ICP-focused and calls out the big problem you’re solving across the homepage, product/solution pages, and other key high-intrnt pages. 2. Benchmark Your Performance: • What’s your current visitor → demo conversion rate? (or other key metrics • How does it compare to industry averages? Even a fractional improvement can compound into significant pipeline growth. 3. Form a Website Stakeholder Team: Demand gen teams don’t need to own the website overnight — or in isolation. Instead, they should lead a cross-functional stakeholder team to: • Brief others, set guardrails, and influence decisions. • Clarify ownership: Who owns what? What’s non-negotiable? What’s flexible? • Continuously test and iterate on site performance. • Align website performance goals with broader company objectives, like ARR growth or customer acquisition. When collaboration happens, movement happens. The bottom line: Your website is one of the most cost-effective ways to boost pipeline performance. Don’t let it sit idle. How does your organization handle website ownership? What’s worked well, or not, for your team? Who should own the website?

"Yeah, I know we've got to tighten up the messaging and positioning, but right now we've got to focus on revenue. Pipeline's the top priority at this stage," says every startup founder. I hear this all the time, and it drives me CRAZY. The reality is, you can't build sustainable demand generation without a solid brand foundation. But you can't afford to spend months on brand strategy while your pipeline sits empty. It's not an either/or decision. It's about the right sequencing. Here's what I mean: If you start with demand gen first without positioning (what most startups do): → You're building on shaky ground with unclear messaging → You end up with scattered tactics that don't reinforce each other → Your cost per acquisition stays high because prospects don't understand your value If you start with pure brand foundation and no demand gen: → You spend 6 months perfecting messaging while competitors gain market share → You build beautiful strategies with no validation from real prospects → Your board starts asking uncomfortable questions about pipeline → You risk over-engineering something the market doesn't care about The strategic approach? Do it quick-and-dirty at first. Start with an MVP (Minimum Viable Positioning)... just enough clarity on positioning and messaging to launch meaningful demand gen. Then use those experiments to refine and strengthen your brand foundation. I recently worked with a client who had the same issue: a messaging/positioning problem and a board breathing down their neck to produce revenue. Instead of choosing, we: ✓ Spent 3 weeks nailing their core positioning and key messages ✓ Launched targeted messaging on the website and with clients to test messaging ✓ Used feedback to refine positioning and expand messaging framework ✓ Built sustainable demand gen processes on the validated foundation Your brand foundation doesn't need to be perfect before you start generating demand. But your demand generation will always underperform without clear positioning.

The #1 question I get asked about building demand gen from scratch: What’s the best mix of ads (case studies, thought leadership, etc)? My answer usually surprises people: I don’t know what the best mix of ad types is, but I can tell you that CoLab had no mix at all for the first 9 months of building our program We ran 100% the same ad type: Ad creative with messaging on pain points and solutions, segmented by use case, linked to a use case LP The objective is to get people to consume the whole LP and then request a demo We now mix in other formats, but these are still the highest performing ads for pipeline creation The process for launching them goes like this: 1. Pick 2-3 priority use cases (business processes your product is used for today) 2. Interview customers to identify their jobs to be done and pains/frustrations when it comes to these use cases 3. When you start to see patterns (should happen after 5-6 interviews), prioritize the pain points and map your solutions to them 4. Ship creative and landing pages with LinkedIn paid A focused, high performing team can complete this entire cycle in 2-4 weeks - even if you have never worked together before. This is literally the exact sprint I ran in my first 2 weeks leading marketing at CoLab. Like I said, we iterated on this formula for 9 months before layering in anything “fancy” Now we’ve got a lot more going on, and our ROAS has improved since then But you can’t get to that point if you don’t start with solid fundamentals #b2bmarketing #demandgeneration