B2B Demand Generation Agency
Demand generation services that build interest in your category and turn it into pipeline. We run the campaigns, content and paid media that bring buyers to you, and the programs that convert them.
Demand generation marketing that creates and captures pipeline
Most of the companies that will buy from you next year are not looking for a vendor today. When their budget opens, the names they already know and trust make the shortlist first. Demand generation reaches them in the meantime with useful content, paid media and outreach, so your name is on that list.
The other half of the job is capture. A buyer who is ready searches, compares vendors and asks peers. Search, retargeting, email nurture and a sales team that follows up quickly turn that intent into meetings.
For SCALE Healthcare we built a demand generation program around repeatable lead generation: email drip campaigns, a large network of prospects and an explainer video. Leads came through the website and the email campaigns and turned into opportunities and sales, and the video brought the site its largest influx of new users.
How our demand generation company runs a program
Senior consultants lead the plan. Specialists run paid media, content, email and outreach, and you keep one point of contact.
Audit
Plan
Launch
Grow
Demand generation services we include
Eight channels, planned together around your buyers.
B2B paid search
LinkedIn advertising
Paid social and retargeting
Content marketing
Webinars and events
Email nurture
Account-based outreach
Attribution and reporting
Demand generation within a wider program
Three practices that feed or finish what demand generation starts.
B2B lead generation
B2B SEO
HubSpot and marketing ops
B2B demand generation, from strategy to campaign
How demand generation works, how it differs from lead generation, and what a campaign contains.
Demand generation vs. lead generation
Lead generation collects contact details from people who are ready to talk. Demand generation builds interest among the much larger group who will buy later, so there are more ready buyers next quarter.
The two work together. A program with only lead generation competes for the same small pool of active buyers every month. A program with only demand generation builds awareness that nobody follows up.
B2B lead generation →How demand generation works
It runs in three steps. Reach puts useful ideas in front of target accounts through content, paid social and outreach. Engagement deepens the relationship with the accounts that respond, through retargeting, email and webinars. Capture turns that interest into opportunities through search, calls to action and sales follow-up.
Each step has its own measure: reach and engagement among target accounts first, then meetings and pipeline.
A demand generation strategy decides the order: which accounts to reach first, which channel carries each step, and how much budget each one gets before it has to show pipeline.
Demand generation campaigns
A demand generation campaign has one audience, one problem it addresses and one clear next step. For example, a software company might run a campaign for finance leaders on a costly reporting problem: a guide, LinkedIn ads promoting it, retargeting to the people who read it, and an invitation to a short diagnostic call.
Campaigns run for a set period against a pipeline target, so each one can be judged, then repeated or replaced.
B2B paid media for demand generation
LinkedIn Ads reach buyers by job title and company, which suits building demand. Google Ads reach buyers who are already searching, which suits capturing it. Meta retargeting keeps your name in front of site visitors, often at a lower cost per impression.
Ad spend is on top of the retainer. It is set in the plan before any campaign launches, and moved each month toward the campaigns producing pipeline.
SaaS demand generation
SaaS demand generation has to plan for the trial or demo that follows. Content and paid social build the audience, and what happens after the signup decides whether that demand becomes revenue.
That is why the plan covers onboarding and activation email alongside the campaigns that bring people in.
SaaS marketing →Demand generation for long sales cycles
Firms with long sales cycles and small target markets build demand one account at a time, and the campaigns speak to the executive who signs.
Holland Parker, an enterprise software consultancy, started with limited brand awareness and no internal resource for outreach. We sourced decision-makers at target companies and ran tracked email campaigns written for financial executives.
Holland Parker case study →Demand generation work we can name
Three programs, and what each one delivered.
Demand generation agency questions
Six questions, specific to demand generation.
How much does a demand generation agency cost?
Most of our retainers start between $2,500 and $7,500 a month, set by how much of the work sits with us. Ad spend is on top of the retainer and depends on the channels you run and the goals you set.
There is no minimum term. Engagements run month to month, and it starts with a call.
What does a demand generation agency do?
It plans and runs the programs that build interest among future buyers and turn that interest into pipeline: strategy, paid media, content, email, webinars, outreach, and the reporting that ties them to revenue.
A demand generation consultant usually covers the strategy alone. An agency runs the channels as well, and we work either way.
How long does demand generation take to work?
Capture channels such as paid search can produce meetings soon after launch. Demand creation takes longer, because it works on buyers who are months away from a purchase.
Judge the capture channels monthly and the demand creation work over two quarters or more.
What is the difference between demand generation and ABM?
Demand generation reaches a broad target market. Account-based marketing focuses on a named list of companies and the buying committee inside each one. Most B2B programs use both: ABM for the accounts sales most wants, and demand generation for the wider market.
For VWO, account research and battlesheets led to conversations with 40% of its named accounts.
Which channels work best for B2B demand generation?
Start where your buyers already spend time. For most B2B companies that means LinkedIn, search, email and content, with webinars or events added for higher-value deals.
The channel mix comes out of the audit, from your deal size, sales cycle and the data you already have.
How do you measure demand generation?
By pipeline. Track opportunities and revenue by source, and add a 'How did you hear about us?' field to your forms. Many buyers are influenced by content and ads they never click, and that field catches what click tracking misses.