This playbook is designed to help you enhance your B2B demand generation strategies and take your business to new heights. In a rapidly evolving B2B industry, the ability to generate and nurture demand for your products or services is essential for growth and success

1. A
1
HOW TO
LEVEL UP
YOUR DEMAND
GENERATION
GAME!
A Strategic Playbook

2. 2
Table of
Content
Introduction ........................................................................................................................................................................................................ 3
Chapter 1: Identify the Essential Components of a Successful Demand-Generation Strategy ................. 4
1) Understanding your target audience: ......................................................................................................................... 4
2) Setting clear goals and objectives: ................................................................................................................................ 4
3) Compelling value proposition: .......................................................................................................................................... 5
4) Multi-channel marketing approach: ............................................................................................................................ 5
5) Technology as an Enabler:..................................................................................................................................................... 7
Chapter 2: Sales and Marketing Alignment ....................................................................................................................................8
Chapter 3: Outline the Steps for Building a Demand-Generation Plan ......................................................................9
Chapter 4: Balance the Art and Science of Demand Gen ..................................................................................................10
Chapter 5: Track and measure the success of demand-generation efforts.............................................................. 11
Chapter 6: Identify key metrics to track and how to interpret them............................................................................ 12
Chapter 7: Provide actionable tips for creating targeted content.................................................................................. 13
Chapter 8: Provide actionable tips for optimizing the strategy based on data and insights......................14
Chapter 9: Incremental Change and Identifying Bottlenecks in the Customer Journey.............................. 15
Chapter 10: Use Data to Optimize Landing Pages, Forms, and CTAs.......................................................................... 16
Summing up ...................................................................................................................................................................................................... 17
Essentials to Take Aways .................................................................................................................................................................... 18

3. A
3
Introduction
Welcome to
“How to Level-Up Your
Demand Gen Game! A
Strategic Playbook”
This playbook is designed to help you enhance your
B2B demand generation strategies and take your
business to new heights. In a rapidly evolving B2B
industry, the ability to generate and nurture demand
for your products or services is essential for sustainable
growth and success.
This guide will walk you through a comprehensive
playbook that will help you understand and master
the intricacies of demand generation.
Demand generation is much more than traditional
marketing tactics. It encompasses a strategic and
holistic approach to capturing the attention and
interestofyourtargetaudience,guidingthemthrough
the buyer’s journey, and ultimately converting them
into loyal customers.
With the implementation of effective demand-
generation strategies, you can create a steady stream
ȉnj٪ȮɍƇdzǛ˚Ʋƫ٪dzƲƇƫȷ٪ƇǾƫ٪ƫȯǛɥƲ٪ȯƲɥƲǾɍƲ٪ǍȯȉɦɅǕ٪njȉȯ٪ɬȉɍȯ٪
organization.
Check out the key insights of this playbook:
• Explore key demand generation areas &
strategy building
• Understand & segment your target audience
• Conduct thorough market research and
identify consumer needs
• Empower entrepreneurs and marketers with
e-mailing techniques
• Develop buyer personas & focus on the buyers
journey
• Customize marketing efforts with a
multichannel approach
Creating compelling content is a cornerstone of
demand generation. In this playbook, you will get a
brief idea of how to develop high-quality and relevant
content that resonates with your audience, captures
their attention, and builds trust.
Maximize your reach, engage your audience,
and drive conversions by strategically leveraging
channels. A robust lead generation system is crucial,
so capture leads through forms and landing pages,
ȉnjnjƲȯ٪ɥƇdzɍƇƣdzƲ٪dzƲƇƫ٪ǼƇǍǾƲɅȷ‫ؙ‬٪ƇǾƫ٪ƇɍɅȉǼƇɅƲ٪ɦȉȯǯ˛ȉɦȷ٪
to nurture leads.
Gear up the power of data, analyze customers, use
analytics tools, and make data-driven decisions
Ʌȉ٪ ȯƲ˚ǾƲ٪ ɬȉɍȯ٪ ǼƇȯǯƲɅǛǾǍ٪ ƲnjnjȉȯɅȷ‫ؘ‬٪ ½ǕƲȷƲ٪ ȷɅȯƇɅƲǍǛƤ٪
steps will help you optimize campaigns, improve
conversion rates, and drive better results with
informed choices.
Time to achieve successful demand generation,
align your sales and marketing teams closely.
Foster collaboration, establish clear communication
channels and integrate their efforts for a seamless
customer experience. Maximize campaign
effectiveness through techniques like A/B testing,
personalization, and continuous improvement.
Engage with prospects and customers using
interactive experiences, chatbots, live chat support,
and social listening. These ladder-up steps will help
you build meaningful relationships and enhance
customer satisfaction.
This playbook aims to equip you with the knowledge
and tools necessary to level up your demand
generation game. By implementing the strategies
and tactics outlined here, you will be able to enhance
ɬȉɍȯ٪ ǼƇȯǯƲɅǛǾǍ٪ ƲnjnjȉȯɅȷ‫ؙ‬٪ ƫȯǛɥƲ٪ ȮɍƇdzǛ˚Ʋƫ٪ dzƲƇƫȷ‫ؙ‬٪ ƇǾƫ٪
ultimately increase your revenue.
So let’s dive in and discover how to excel in the world
of demand generation!

4. 4
Identify the Essential
Components of a Successful
Demand-Generation Strategy
Demand generation is a critical aspect of marketing
ɅǕƇɅ٪ȯƲȮɍǛȯƲȷ٪Ƈ٪ɦƲdzdz‫ع‬ƫƲ˚ǾƲƫ٪ȷɅȯƇɅƲǍɬ٪Ʌȉ٪ƣƲ٪ȷɍƤƤƲȷȷnjɍdz‫ؘ‬٪
The organization has developed an effective
demand-generation strategy; it is vital to identify and
incorporate essential components. One of the primary
components is understanding the target audience. It
involves conducting thorough market research and
ǍƇɅǕƲȯǛǾǍ٪ǛǾȷǛǍǕɅȷ٪ƇƣȉɍɅ٪ɅǕƲ٪ǛƫƲƇdz٪ƤɍȷɅȉǼƲȯ٪Ȭȯȉ˚dzƲ٪
(ICP). Businesses can gain a deeper understanding
of their target audience by analyzing market trends,
demographics, and customer behavior.
1) Understanding your target audience:
To understand the target audience, it is crucial to
ƫƲɥƲdzȉȬ٪ƣɍɬƲȯ٪ȬƲȯȷȉǾƇȷ‫ؘ‬٪ɍɬƲȯ٪ȬƲȯȷȉǾƇȷ٪ƇȯƲ٪˚ƤɅǛȉǾƇdz٪
representations of ideal customers created based
on research and data. These personas encompass
various characteristics such as demographics,
preferences, pain points, motivations, and challenges.
By developing detailed buyer personas, businesses
can better tailor their marketing messages and
tactics to resonate with their target audience.
Step 1: Identify the pain points and challenges of
potential customers’ businesses so they can position
their products or services as solutions.
Step 2: Conduct thorough research and analysis
Ʌȉ٪ƫƲɅƲȯǼǛǾƲ٪ɅǕƲ٪ȬƇǛǾ٪ȬȉǛǾɅȷ٪ǼȉȷɅ٪ȷǛǍǾǛ˚ƤƇǾɅ٪Ʌȉ٪ɅǕƲ٪
target audience.
Step 3: Analyze the competitive landscape, identify
market trends, and understand the customer’s
buying journey.
Step 4: Assess the industry trends and competitors’
activities to set your business position effectively in
the market and make a difference.
Step 5: And address all pain points by building a
marketing campaign strategy and capturing the
attention and interest of potential customers.
Therefore, understanding the target audience
is essential to a successful demand-generation
strategy. It involves conducting market research,
developing buyer personas, and identifying potential
customer’s pain points. Businesses can create tailored
marketing messages and tactics that resonate with
potential customers by gaining insights into the
target audience’s preferences, motivations, and
challenges. Such competitive landscape analysis
and understanding of market trends help build an
effective demand-generation strategy.
2) Setting clear goals and objectives:
Setting clear goals and objectives in B2B demand
generation is crucial to driving focused and
ǼƲƇȷɍȯƇƣdzƲ٪ȯƲȷɍdzɅȷ‫ؘ‬٪ɬ٪ƫƲ˚ǾǛǾǍ٪ȷȬƲƤǛ˚Ƥ‫ؙ‬٪ǼƲƇȷɍȯƇƣdzƲ‫ؙ‬٪
attainable, relevant, and time-bound (SMART) goals,
businesses can establish a clear roadmap for their
demand-generation efforts.
Before beginning demand generation, it’s crucial
to establish clear goals that outline the business’s
desired outcomes. Setting goals and objectives for
retaining existing customers differs from acquiring
new customers, requiring a different strategy for goal
setting.
٪ƤdzƲƇȯ٪ƇǾƫ٪ȷȬƲƤǛ˚Ƥ٪ǍȉƇdz٪Ƥȉɍdzƫ٪ƣƲ٪Ʌȉ٪ǛǼȬȯȉɥƲ٪ƤɍȷɅȉǼƲȯ٪
retention by a certain percentage within a particular
time frame. This differs from setting goals to attract
new businesses and start-up entrepreneurs, which
can help provide clarity and direction to develop a
robust demand-generation strategy for your business.
Before setting your goals and objectives, businesses
must consider the following aspects:
Chapter
01

5. A
5
Aspect 1: Business entities must ensure that goals
ƇȯƲ٪ ǼƲƇȷɍȯƇƣdzƲ‫ؙ‬٪ ǛǾƤdzɍƫǛǾǍ٪ ȮɍƇǾɅǛ˚ƇƣdzƲ٪ ǼƲɅȯǛƤȷ٪
that can be tracked and evaluated. This enables
businesses to assess the effectiveness of their
demand-generation efforts and make data-driven
decisions. The setting of measurable goals could
include metrics such as lead conversion rate, revenue
ǍƲǾƲȯƇɅƲƫ‫ؙ‬٪ȉȯ٪ɦƲƣȷǛɅƲ٪ɅȯƇnj˚Ƥ‫ؘ‬
Aspect 2: The goals should be attainable and
realistic. It is important to consider the available
resources, budget, and capabilities of the business
when setting goals. Setting unattainable goals can
lead to frustration and disappointment, while setting
realistic goals promotes motivation and progress.
Aspect 3: Relevance is another important factor
when setting goals for demand generation. The goals
should align with the overall company objectives and
sales targets. For instance, if the company aims to
expand into a new market segment, the demand-
generation goals should be aligned with generating
dzƲƇƫȷ٪ƇǾƫ٪ȉȬȬȉȯɅɍǾǛɅǛƲȷ٪ɦǛɅǕǛǾ٪ɅǕƇɅ٪ȷȬƲƤǛ˚Ƥ٪ȷƲǍǼƲǾɅ‫ؘ‬
Aspect 4: The goals should be time-bound,
ǼƲƇǾǛǾǍ٪ɅǕƲɬ٪ȷǕȉɍdzƫ٪ǕƇɥƲ٪Ƈ٪ƫƲ˚ǾƲƫ٪ɅǛǼƲnjȯƇǼƲ٪njȉȯ٪
achievement. This provides a sense of urgency and
helps prioritize activities. Time-bound goals could
be monthly, quarterly, or yearly, depending on the
nature of the business and its sales cycles.
Businesses can use SMART goals techniques to set
their business goals and execute their demand-
generation strategy with the overall company
and sales objectives. This alignment ensures that
the efforts put into demand generation directly
contribute to the growth and success of the business.
Regular monitoring and evaluation of the progress
ɅȉɦƇȯƫȷ٪ɅǕƲȷƲ٪ǍȉƇdzȷ٪ƲǾƇƣdzƲ٪˚ȯǼȷ٪Ʌȉ٪ǼƇǯƲ٪ǾƲƤƲȷȷƇȯɬ٪
adjustments and optimize their demand-generation
strategy for maximum effectiveness.
3) Compelling value proposition:
A compelling value proposition is a key element of
demand generation, effectively communicating a
ȬȯȉƫɍƤɅ‫ى‬ȷ٪ȉȯ٪ȷƲȯɥǛƤƲ‫ى‬ȷ٪ƣƲǾƲ˚Ʌȷ٪Ʌȉ٪ɅǕƲ٪ɅƇȯǍƲɅ٪ƇɍƫǛƲǾƤƲ‫ؘ‬٪
Crafting a clear and unique message that resonates
with potential customers is essential to create a
compelling value proposition.
1) First and foremost, businesses need to understand
their target audience’s pain points and challenges.
The value proposition should clearly communicate
how the product or service addresses these pain
points and offers unique value to the target audience.
2) It is important to be concise yet comprehensive in
crafting the value proposition. The message should
ƤdzƲƇȯdzɬ٪ƇȯɅǛƤɍdzƇɅƲ٪ɅǕƲ٪ǯƲɬ٪ƣƲǾƲ˚Ʌȷ٪ƇǾƫ٪ƇƫɥƇǾɅƇǍƲȷ٪ɅǕƇɅ٪
set the product or service apart from competitors.
3) Additionally, the value proposition should align
ɦǛɅǕ٪ ɅǕƲ٪ ȷȬƲƤǛ˚Ƥ٪ ǾƲƲƫȷ٪ ƇǾƫ٪ ǍȉƇdzȷ٪ ȉnj٪ ɅǕƲ٪ ɅƇȯǍƲɅ٪
audience. Understanding their motivations and using
a personalized approach enhances the relevance
and appeal of the value proposition to potential
customers.
ׂ‫خ‬٪½ȉ٪ƤȉǾɥǛǾƤƲ٪ɬȉɍȯ٪ƇɍƫǛƲǾƤƲ٪ȉnj٪ɅǕƲ٪ƣƲǾƲ˚Ʌȷ٪ɬȉɍ٪ƤdzƇǛǼ‫ؙ‬٪
providing evidence, proof, and real-life examples is
helpful. In addition, this can be achieved through
customer testimonials, case studies, or data-backed
results. Such efforts can help businesses to achieve
value propositions.
5) Consistency is key in marketing. Reinforce the
value proposition across all channels and touchpoints
for potential customers. To effectively communicate
the value of a product or service, it is essential to
maintain consistency across all marketing channels
and touchpoints.
The compelling value proposition is a critical
component of demand generation. It requires
crafting a clear and unique message that effectively
ƤȉǼǼɍǾǛƤƇɅƲȷ٪ ɅǕƲ٪ ȬȯȉƫɍƤɅ٪ ȉȯ٪ ȷƲȯɥǛƤƲ‫ى‬ȷ٪ ƣƲǾƲ˚Ʌȷ‫ؘ‬٪
By highlighting how the solution solves the target
audience’s pain points and offers value, businesses
can attract and engage potential customers,
ultimately driving demand for their offerings.
4) Multi-channel marketing approach:
A multi-channel marketing approach is essential in
demand generation to effectively reach and engage
the target audience through various channels. By
utilizing a mix of marketing channels, businesses can
maximize their visibility and connect with potential
customers differently.

6. 6
Here are some useful marketing channels:
Channel 1: Email marketing is a key channel
in demand generation. It allows businesses to
communicate directly with their audience, nurture
leads, and deliver personalized content and offers.
Email marketing campaigns can be tailored to
ȷȬƲƤǛ˚Ƥ٪ ɅƇȯǍƲɅ٪ ƇɍƫǛƲǾƤƲ٪ ȷƲǍǼƲǾɅȷ‫ؙ‬٪ ȬȯȉɥǛƫǛǾǍ٪
relevant information and compelling messages that
drive engagement and conversion.
Channel 2: Social media is another powerful
channel in demand generation. Platforms like
Facebook, LinkedIn, Twitter, and Instagram offer
opportunities to reach a wide audience, build brand
awareness, and engage with potential customers.
Businesses can boost sales by developing engaging
social media content, implementing targeted
advertising campaigns, and participating in industry
dialogues.
Channel 3: Content marketing is a versatile and
effective channel that creates valuable and relevant
content to attract and engage the target audience.
It includes blog posts, articles, videos, infographics,
and more. Businesses may establish themselves
as industry experts and gain customer trust by
continuously providing high-quality content that
addresses target audience pain points and interests.
Channel 4: Paid advertising or PPC allows
ƣɍȷǛǾƲȷȷƲȷ٪Ʌȉ٪ƇǼȬdzǛnjɬ٪ɅǕƲǛȯ٪ȯƲƇƤǕ٪ƇǾƫ٪ɅƇȯǍƲɅ٪ȷȬƲƤǛ˚Ƥ٪
audience segments through platforms like Google
Ads, social media ads, and display advertising. By
strategically placing ads and optimizing campaigns,
ƣɍȷǛǾƲȷȷƲȷ٪ƤƇǾ٪ǍƲǾƲȯƇɅƲ٪ƇɦƇȯƲǾƲȷȷ٪ƇǾƫ٪ƫȯǛɥƲ٪ɅȯƇnj˚Ƥ٪
to their website or landing pages, ultimately boosting
demand for their offerings.
Channel 5: Events provide valuable in-person or
virtual engagement opportunities with potential
customers, which include conferences, trade shows,
webinars, workshops, or networking events. By
participating in relevant events, businesses can
showcase their expertise, build relationships, and
generate leads through direct interactions with their
target audience.
Channel 6: Content Syndication is a great addition
to any comprehensive marketing strategy. It’s clear
and measurable conversion tracking along with ABM
and ICP alignment make it a popular method to
drive pipeline and revenue impact for internal teams.
Working with the right partners is key, as the space
is convoluted and very few partners actually develop
the leads internally, most operate from a reseller
model which minimizes value and optimization
opportunities.
When executing a multi-channel marketing
approach, it is essential to maintain consistency in
messaging and branding. The value proposition,
core messages, and visual identity should be
consistent across different channels to reinforce
brand recognition and ensure a cohesive experience
for potential customers. Consistency helps establish
trust and credibility, making marketing efforts more
impactful and effective.

7. A
7
5) Technology as an Enabler:
Technology serves as a powerful enabler in demand generation, providing businesses with tools and platforms
to streamline and optimize their efforts. Businesses can enhance their demand-generation strategies by
leveraging marketing automation tools, customer relationship management (CRM) systems, analytics
platforms, and other relevant technologies.
T
“Technology is not a strategy, it is a tool”
- Sam Nohava, VP Blue Yonder
Ƈ‫خ‬٪ǾƲ٪ȉnj٪ɅǕƲ٪ǯƲɬ٪ƣƲǾƲ˚Ʌȷ٪ȉnj٪ɅƲƤǕǾȉdzȉǍɬ٪ǛǾ٪ƫƲǼƇǾƫ٪ǍƲǾƲȯƇɅǛȉǾ٪Ǜȷ٪ɅǕƲ٪ƇƣǛdzǛɅɬ٪Ʌȉ٪ƇɍɅȉǼƇɅƲ٪ȯƲȬƲɅǛɅǛɥƲ٪ɅƇȷǯȷ‫ؘ‬٪
Businesses can use marketing automation tools to streamline their email campaigns, lead nurturing
ɦȉȯǯ˛ȉɦȷ‫ؙ‬٪ ƇǾƫ٪ ȉɅǕƲȯ٪ ȯƲƫɍǾƫƇǾɅ٪ ȬȯȉƤƲȷȷƲȷ‫ؘ‬٪ ÝǛɅǕ٪ ɅǕǛȷ٪ ƇȬȬȯȉƇƤǕ‫ؙ‬٪ ǼƇȯǯƲɅƲȯȷ٪ ƤƇǾ٪ ȷƇɥƲ٪ ɅǛǼƲ٪ ƇǾƫ٪ ȯƲȷȉɍȯƤƲȷ‫ؙ‬٪
freeing them up for more valuable tasks like strategy and creative content.
b) Tech solutions allow businesses to track and measure the performance of their demand-generation
ƤƇǼȬƇǛǍǾȷ‫ؘ‬٪ǾƇdzɬɅǛƤȷ٪ȬdzƇɅnjȉȯǼȷ٪ȉnjnjƲȯ٪ǕƲdzȬnjɍdz٪ǛǾnjȉȯǼƇɅǛȉǾ٪ȉǾ٪ƫǛnjnjƲȯƲǾɅ٪ǼƲɅȯǛƤȷ‫ؙ‬٪ȷɍƤǕ٪Ƈȷ٪ɦƲƣȷǛɅƲ٪ɅȯƇnj˚Ƥ‫ؙ‬٪dzƲƇƫ٪
conversion rates, and campaign engagement that provide valuable insights. By analyzing this data, businesses
can identify areas for improvement, optimize their marketing strategies, and make data-driven decisions to
drive better results.
c)MarketingautomationandCRMsystemsalsofacilitateleadmanagementandnurturing.Thesetechnologies
help businesses capture, track, and manage leads throughout the customer journey. By segmenting leads
based on their behavior, interests, and stage in the buying cycle, businesses can deliver targeted and
personalized content to nurture leads, increasing the likelihood of conversion.
d) Technology enables business entities to gain valuable insights into customer behavior and preferences. By
analyzing data collected through various channels, companies can understand their audience better, identify
trends, and tailor their demand-generation strategies accordingly. These insights help develop more effective
campaigns, improve targeting, and enhance overall customer experiences.
Overall, technology plays a crucial role as an enabler in demand generation. Businesses can streamline
processes, automate repetitive tasks, track campaign performance, and gain valuable insights by leveraging
marketing automation tools, CRM systems, analytics platforms, and other relevant technologies. It empowers
businesses to optimize their demand-generation efforts, deliver targeted and personalized experiences, and
ɍdzɅǛǼƇɅƲdzɬ٪ƫȯǛɥƲ٪ǼȉȯƲ٪ȷǛǍǾǛ˚ƤƇǾɅ٪ȷɍƤƤƲȷȷ٪ǛǾ٪ƇɅɅȯƇƤɅǛǾǍ٪ƇǾƫ٪ƤȉǾɥƲȯɅǛǾǍ٪ȬȉɅƲǾɅǛƇdz٪ƤɍȷɅȉǼƲȯȷ‫ؘ‬

8. 8
Each organization is different, and one size does
ǾȉɅ٪ ˚Ʌ٪ Ƈdzdz‫ؘ‬٪ OƲǾƤƲ‫ؙ‬٪ Ƈ٪ ȷɍƤƤƲȷȷnjɍdz٪ ƫƲǼƇǾƫ‫ع‬ǍƲǾƲȯƇɅǛȉǾ٪
strategy requires alignment between marketing and
sales teams.
Establishing effective communication and
collaboration between these teams is essential
to ensure a smooth lead transition and maximize
ƤȉǾɥƲȯȷǛȉǾ٪ ȯƇɅƲȷ‫ؘ‬٪ ÝȉȯǯǛǾǍ٪ ɅȉǍƲɅǕƲȯ٪ Ʌȉ٪ ƫƲ˚ǾƲ٪ dzƲƇƫ٪
ȮɍƇdzǛ˚ƤƇɅǛȉǾ٪ƤȯǛɅƲȯǛƇ٪ƇǾƫ٪ƫƲɥƲdzȉȬ٪ȷɅȯƇɅƲǍǛƲȷ٪Ʌȉ٪ǾɍȯɅɍȯƲ٪
leaders throughout the buyer’s journey is better.
1) Cross-functional collaboration is essential in
demand generation to create a seamless customer
journey. It involves breaking down silos and fostering
collaboration between different organizational
teams, such as marketing, sales, customer support,
and product development.
2) Team collaboration is necessary to execute work
collectively towards a shared goal of delivering
an exceptional customer experience. Marketing
teams can provide valuable insights into customer
preferences and behaviors, while sales teams can
contribute their expertise in closing deals and
nurturing leads.
3) By aligning cross-functional teams, businesses
can create a seamless customer journey where each
touchpoint seamlessly transitions into the next.
It ensures that customers have a consistent and
positive experience throughout their interactions
with the company.
4) When different teams collaborate and share their
ideas, expertise, and successful strategies, they
can collaborate to create new and effective ways
to connect with the desired audience and increase
demand.
5) Furthermore, cross-functional collaboration helps
ǛƫƲǾɅǛnjɬ٪ƇǾƫ٪ƇƫƫȯƲȷȷ٪ƇǾɬ٪ǍƇȬȷ٪ȉȯ٪ǛǾƲnj˚ƤǛƲǾƤǛƲȷ٪ǛǾ٪ɅǕƲ٪
customer journey. By bringing together teams from
different business areas, businesses can identify pain
points, bottlenecks, and areas for improvement.
Cross-functional collaboration is crucial in demand
generation as it enables businesses to create a
seamless customer journey. By breaking down silos
and fostering collaboration between marketing, sales,
customer support, and product development teams,
businesses can ensure that every touchpoint aligns
and contributes to a cohesive customer experience.
This collaboration enhances the effectiveness of
demand generation efforts, improves customer
satisfaction, and drives better business results.
Chapter
02
Sales and Marketing
Alignment

9. A
9
Building a comprehensive demand generation plan
involves several key steps to ensure a tactical and
organized approach. The following steps outline the
process:
Step 1: Start by providing an overview of the
demand generation plan, including its purpose,
target audience, and key objectives. This helps set
the foundation and provides a clear direction for the
plan.
Step 2: Determine the key themes or topics that will
resonate with your target audience. These themes
should align with your brand’s value proposition and
address your potential customers’ pain points or
needs.
Step 3: Identify the channels and tactics you will
use to distribute your demand-gen content, such
as social media platforms, email marketing, content
syndication, PPC, and SEO. Tailor your distribution
strategy to reach your target audience effectively and
maximize visibility.
Step 4: Create a content plan that aligns with the
ǛƫƲǾɅǛ˚Ʋƫ٪ɅǕƲǼƲȷ‫ؘ‬٪ɍɅdzǛǾƲ٪ɅǕƲ٪ɅɬȬƲȷ٪ȉnj٪ƤȉǾɅƲǾɅ٪ɬȉɍ٪
will produce, such as blog posts, whitepapers, videos,
case studies, or webinars. You must consider the
format and messaging that will resonate best with
your target audience at each stage of the buyer’s
journey.
Step 5: Develop a calendar to schedule and organize
your content production and distribution. To ensure
successful marketing, create and stick to a schedule
with clear milestones and deadlines for your content
promotions.
Step 6:٪ %Ʋ˚ǾƲ٪ ȷȬƲƤǛ˚Ƥ‫ؙ‬٪ ǼƲƇȷɍȯƇƣdzƲ‫ؙ‬٪ ƇɅɅƇǛǾƇƣdzƲ‫ؙ‬٪
relevant, and time-bound (SMART) goals for lead
ǍƲǾ‫ؙ‬٪ɦƲƣȷǛɅƲ٪ɅȯƇnj˚Ƥ‫ؙ‬٪ƲǾǍƇǍƲǼƲǾɅ٪ȯƇɅƲȷ‫ؙ‬٪ȉȯ٪ƤȉǾɥƲȯȷǛȉǾ٪
rates. Clear goals provide a benchmark for success
and help track the effectiveness of your demand-
generation efforts.
Step 7: Outline your communication strategies
for engaging with the target audience, including
determining the frequency and timing of
communications, personalization tactics, and
methods for gathering feedback and responding to
inquiries. Effective communication strategies help
build relationships and drive conversions.
Businesses can build a comprehensive demand
generation plan by following the above-mentioned
steps and ensuring alignment between themes,
distribution plans, content planning, calendaring,
goals, and communication strategies. This strategic
approach helps create a cohesive and impactful
demand-generation strategy that drives awareness,
engagement, and ultimately conversions.
Chapter
03
Outline the Steps for
Building a Demand-
Generation Plan

10. 10
Balancing the art and science of demand generation is crucial in today’s competitive business landscape.
On the one hand, there is a need to understand customer behavior, craft compelling messages, and create
engaging content. On the other hand, the science of demand generation involves data analysis, metrics
tracking, and leveraging technology to optimize campaigns.
Aspect 1: Speed and agility are key to successful demand generation. In a rapidly evolving market,
organizations must be able to respond swiftly to changing customer needs and market dynamics. Agility
allows for quick adjustments in strategies and tactics based on real-time feedback and data insights.
Aspect 2: Demand generation shouldn’t be limited to generating initial interest or leads. It should
encompass the entire customer journey. Businesses must consider the follow-up processes through business
development (BD) and sales to convert leads into loyal customers to achieve the organization’s broader sales
and revenue goals.
Balance the art and science of demand generation to create campaigns that resonate with customers.
%ƇɅƇ٪ƇǾƫ٪ɅƲƤǕǾȉdzȉǍɬ٪ǼƇɫǛǼǛɶƲ٪Ʋnj˚ƤǛƲǾƤɬ٪ƇǾƫ٪ƲnjnjƲƤɅǛɥƲǾƲȷȷ‫ؘ‬٪UɅ٪ȯƲȮɍǛȯƲȷ٪ȉǾǍȉǛǾǍ٪ǼȉǾǛɅȉȯǛǾǍ‫ؙ‬٪ƇǾƇdzɬȷǛȷ‫ؙ‬٪ƇǾƫ٪
adaptation for optimal results and sustainable growth.
Chapter
04
Balance the Art and
Science of Demand Gen

11. A
11
To achieve marketing goals, tracking and measuring demand-generation success through effective
monitoring and evaluation is important.
Step 1:٪ǛɅ٪Ǜȷ٪ƤȯɍƤǛƇdz٪Ʌȉ٪ƲǾȷɍȯƲ٪ƇdzǛǍǾǼƲǾɅ٪ƇǼȉǾǍ٪ȷɅƇǯƲǕȉdzƫƲȯȷ٪ȯƲǍƇȯƫǛǾǍ٪ƫƲ˚ǾǛɅǛȉǾȷ‫ؙ‬٪ȬdzƇɬƣȉȉǯȷ‫ؙ‬٪ɅǛǼƲdzǛǾƲȷ‫ؙ‬٪ƇǾƫ٪
desired outcomes. The use of clear communication and collaboration is vital to make sure that efforts are
coordinated effectively.
T
“A major success of the campaign starts with collaboration
and communication.”
- Dave Steinmeyer, Managing Partner
Vereigen Media.
Step 2: Businesses can gather valuable insights, feedback, and perspectives from key stakeholders and
ƤɍȷɅȉǼƲȯ٪ƇƫɥȉƤƇɅƲȷ‫ؘ‬٪½ǕƲȷƲ٪ȬƲȉȬdzƲ‫ى‬ȷ٪njƲƲƫƣƇƤǯ٪ƤƇǾ٪ǕƲdzȬ٪ȯƲ˚ǾƲ٪ȷɅȯƇɅƲǍǛƲȷ‫ؙ‬٪ǼƲȷȷƇǍǛǾǍ‫ؙ‬٪ƇǾƫ٪ɅƇȯǍƲɅǛǾǍ٪njȉȯ٪ǼȉȯƲ٪
effective campaigns.
Step 3: Demand-generation efforts must be measured and analyzed. These metrics may include sales goals,
pipeline growth, customer engagement, conversion rates, and revenue. This data-driven approach lets you
make informed decisions and optimize as needed.
ɍȷǛǾƲȷȷƲȷ٪ƤƇǾ٪ƣƲǾƲ˚Ʌ٪ǍȯƲƇɅdzɬ٪ƣɬ٪ǛǼȬdzƲǼƲǾɅǛǾǍ٪ɅǕƲȷƲ٪ȬȯƇƤɅǛƤƲȷ‫ؘ‬٪½ǕƲɬ٪ƤƇǾ٪ǍƇǛǾ٪ɥƇdzɍƇƣdzƲ٪ǛǾȷǛǍǕɅȷ‫ؙ‬٪ǛƫƲǾɅǛnjɬ٪
areas for improvement, and optimize their strategies to achieve their marketing and revenue objectives
through demand generation.
Chapter
05
Track and Measure the
Success of Demand-
Generation Efforts

12. 12
Several metrics are worth considering when it
comes to tracking and interpreting key metrics for
demand-generation efforts. These metrics provide
valuable insights into the effectiveness and impact
of marketing strategies, allowing for data-driven
decision-making.
Metric 1: Supporting sales goals: These metrics
ǼƇɬ٪ǛǾƤdzɍƫƲ٪ɅǕƲ٪ǾɍǼƣƲȯ٪ȉnj٪ȮɍƇdzǛ˚Ʋƫ٪dzƲƇƫȷ٪ǍƲǾƲȯƇɅƲƫ‫ؙ‬٪
the conversion rate from leads to opportunities, and
the revenue generated from these opportunities. By
tracking these metrics, businesses can evaluate the
success of their demand-generation efforts in driving
tangible sales outcomes.
Metric 2: Targeted accounts and industries:
Considering the number of target accounts
engaged, the level of account-based marketing
(ABM) personalization, and the penetration rate
ɦǛɅǕǛǾ٪ ȷȬƲƤǛ˚Ƥ٪ ǛǾƫɍȷɅȯǛƲȷ‫ؙ‬٪ ȬȯȉɥǛƫƲ٪ ǛǾȷǛǍǕɅȷ٪ ǛǾɅȉ٪ ɅǕƲ٪
effectiveness of demand generation in reaching and
engaging the intended audience.
Metric 3: Engagement: Audience interest and
ƲǾǍƇǍƲǼƲǾɅ٪ ƤƇǾ٪ ƣƲ٪ ǛƫƲǾɅǛ˚Ʋƫ٪ ɅǕȯȉɍǍǕ٪ ɦƲƣȷǛɅƲ٪
ɅȯƇnj˚Ƥ‫ؙ‬٪ ƤdzǛƤǯ‫ع‬ɅǕȯȉɍǍǕ٪ ȯƇɅƲȷ٪ ‫§½ح‬ȷ‫خ‬٪ ȉǾ٪ ǼƇȯǯƲɅǛǾǍ٪
materials, time spent on landing pages, and social
media engagement. Businesses can evaluate the
effectiveness of their campaigns by tracking audience
engagement metrics and making necessary
adjustments.
Metric 4: Conversion of leads: Conversion rates
at various stages of the customer journey, sales-
ȮɍƇdzǛ˚Ʋƫ٪dzƲƇƫ٪‫¦¯ح‬j‫خ‬٪Ʌȉ٪ȉȬȬȉȯɅɍǾǛɅɬ٪ƤȉǾɥƲȯȷǛȉǾ٪ȯƇɅƲȷ‫ؙ‬٪
and opportunity to closed-won conversion rates
ȬȯȉɥǛƫƲ٪ǛǾȷǛǍǕɅȷ٪ǛǾɅȉ٪ɅǕƲ٪Ʋnj˚ƤǛƲǾƤɬ٪ƇǾƫ٪ƲnjnjƲƤɅǛɥƲǾƲȷȷ٪
of the conversion process.
Metric 5: Revenue: Tracking metrics such as
marketing-generated revenue, customer lifetime
value (CLTV), and return on investment (ROI) provides
Ƈ٪ ƤȉǼȬȯƲǕƲǾȷǛɥƲ٪ ɍǾƫƲȯȷɅƇǾƫǛǾǍ٪ ȉnj٪ ɅǕƲ٪ ˚ǾƇǾƤǛƇdz٪
impact of demand-generation initiatives.
Inordertoaccuratelyanalyzethesemetrics,businesses
need to set up benchmarks or industry standards for
comparison. Examining trends over time, comparing
metrics across different segments or campaigns, and
conducting A/B testing can help identify patterns,
successes, and areas for improvement. Analyzing
important metrics is essential for your business to
make informed decisions and enhance marketing
strategies, ultimately leading to increased revenue
growth.
Chapter
06
Identify Key Metrics
to Track and How to
Interpret

13. A
13
Creating targeted content is essential for effectively engaging your audience and driving desired actions.
Here are some actionable tips to consider when crafting your content strategy:
Tip 1: Triggered and abandoned content is crucial in capturing and re-engaging your audience. Triggered
content revolves around personalized messages or offers sent automatically based on audience actions or
behaviors. On the other hand, Abandon content aims to re-engage users who have shown interest but haven’t
ƤȉǼȬdzƲɅƲƫ٪Ƈ٪ƫƲȷǛȯƲƫ٪ƇƤɅǛȉǾ‫ؙ‬٪ȷɍƤǕ٪Ƈȷ٪ǼƇǯǛǾǍ٪Ƈ٪ȬɍȯƤǕƇȷƲ٪ȉȯ٪˚dzdzǛǾǍ٪ȉɍɅ٪Ƈ٪njȉȯǼ‫ؘ‬٪
Tip 2: Tailoring content to each stage of the buyer’s journey is another effective strategy. Understand your
audience’s needs and pain points at each stage—awareness, consideration, and decision—and create content
ɅǕƇɅ٪ƇdzǛǍǾȷ٪ɦǛɅǕ٪ɅǕƲǛȯ٪ȷȬƲƤǛ˚Ƥ٪ǛǾɅƲȯƲȷɅȷ٪ƇǾƫ٪ȯƲȮɍǛȯƲǼƲǾɅȷ‫ؘ‬٪Fȉȯ٪ƲɫƇǼȬdzƲ‫ؙ‬٪ƲƫɍƤƇɅǛȉǾƇdz٪ƣdzȉǍ٪ȬȉȷɅȷ‫ؙ‬٪ǛǾnjȉȯǼƇɅǛɥƲ٪
videos, or comparison guides can be valuable during the consideration stage, while case studies and product
demos can be effective during the decision stage.
Tip 3: Storytelling enhances content creation. Emotional, relatable stories draw people in. Use storytelling
to engage your audience. Tell your brand’s story and value proposition with relatable characters, compelling
narratives, and a clear message. Emotional connections build trust, loyalty, and engagement.
Creating targeted content requires a strategic approach. By incorporating triggered and abandoner content,
tailoring content to each stage of the buyer’s journey, and utilizing storytelling techniques, you can create
content that resonates with your audience and drives meaningful interactions. It’s important to regularly
analyze and optimize your content strategy by using audience feedback and data insights to ensure its
effective in achieving your marketing goals.
Chapter
07
Provide Actionable Tips
for Creating Targeted
Content

14. 14
There are some practical suggestions to take into account while optimizing your demand creation plan
based on data and insights:
• To optimize your demand generation strategy, focus on key areas. First, prioritize reliable data
sources to make informed decisions. Accurate and trustworthy data is essential.
• Ensure inclusivity in targeting and messaging to address different buyer personas. Tailor your approach
to meet their unique needs and preferences.
• Consider timing and be adaptable. Analyze audience behavior to identify patterns and trends. Optimize
٪ ɅǕƲ٪ɅǛǼǛǾǍ٪ȉnj٪ɬȉɍȯ٪ƤƇǼȬƇǛǍǾȷ٪ƇǾƫ٪ȯƲǍɍdzƇȯdzɬ٪ɍȬƫƇɅƲ٪ɬȉɍȯ٪ƫƲ˚ǾǛɅǛȉǾȷ٪Ʌȉ٪ȯƲǼƇǛǾ٪ƇdzǛǍǾƲƫ٪ɦǛɅǕ٪ǼƇȯǯƲɅ٪
conditions and customer behaviors.
• Take into consideration post-lead acquisition activities. Nurture and engage leads with valuable
content and interactions to move them closer to conversion. Analyze engagement, conversion
٪ ȯƇɅƲȷ‫ؙ‬٪ƇǾƫ٪ƤɍȷɅȉǼƲȯ٪njƲƲƫƣƇƤǯ٪Ʌȉ٪ȯƲ˚ǾƲ٪ɬȉɍȯ٪ȷɅȯƇɅƲǍǛƲȷ٪ƤȉǾɅǛǾɍƇdzdzɬ‫ؘ‬
• Encourage communication and collaboration with stakeholders and customer advocates.
Gather insights and perspectives from sales teams, marketing colleagues, and customer
advocates. Leverage their feedback to optimize your demand generation strategy.
By addressing reliable data sources, inclusive targeting, timing considerations, post-lead engagement, and
collaboration, you can optimize your strategy, enhance customer experiences, and achieve better marketing
results.
Chapter
08
Provide Actionable Tips for
Optimizing the Strategy
Based on Data and Insights

15. A
15
Chapter
09
Incremental Change and
Identifying Bottlenecks in the
Customer Journey
Demand generation succeeds with this iterative, data-driven approach. Businesses can improve performance
by gradually improving and addressing bottlenecks. Optimizing demand creation through insights and
feedback creates a smooth customer experience that boosts conversion rates.
To put it simply, incremental change is the name of the game for demand generation companies looking to
level up. By identifying roadblocks and implementing focused strategies, organization can amp up customer
engagement and crush their conversion goals.
T
“Segment your audience based on what they have previously done, and then
send them similar topic-based content. By doing so, you will improve your
targeted engagement rates.”
- Kathy Mammon, B2B Marketing Leader Demand Gen Expert
Demand generation optimizes plans, messages, and tactics incrementally based on data-driven insights.
Identifying customer journey barriers improves conversion rates. Changing messaging, user experience,
ɅƇȯǍƲɅǛǾǍ‫ؙ‬٪ ƇǾƫ٪ ȷɍȬȬȉȯɅ٪ ƤƇǾ٪ ˚ɫ٪ ƣȉɅɅdzƲǾƲƤǯȷ‫ؘ‬٪ %ƇɅƇ٪ ƇǾƇdzɬȷǛȷ٪ ȯƲɥƲƇdzȷ٪ ƣȉɅɅdzƲǾƲƤǯȷ٪ ƇǾƫ٪ ǛǾnjȉȯǼȷ٪ ƫƲƤǛȷǛȉǾȷ‫ؘ‬٪
Incremental change and bottleneck removal improve customer journeys, engagement, and conversion rates.

16. 16
Demand generation requires data-driven landing page, form, and Call-to-action (CTA) optimization. Data can
ǕƲdzȬ٪˚ȯǼȷ٪ǛǼȬȯȉɥƲ٪ɅǕƲȷƲ٪ǛǼȬȉȯɅƇǾɅ٪ƤȉǼȬȉǾƲǾɅȷ٪ƇǾƫ٪ƤȉǾɥƲȯȷǛȉǾ٪ȯƇɅƲȷ‫ؘ‬
Data can assess landing page performance. Businesses may improve by measuring bounce rates, time on
page, and conversion rates. They can test layout, design, copy, and pictures to see what their target audience
likes. A/B and multivariate testing help to optimize landing page conversion rates and user experience.
Forms record lead information, which helps generate demand. Businesses can discover form submission
ǕɍȯƫdzƲȷ٪ƣɬ٪ȯƲɥǛƲɦǛǾǍ٪njȉȯǼ٪ƤȉǼȬdzƲɅǛȉǾ‫ؙ‬٪ƇƣƇǾƫȉǾǼƲǾɅ‫ؙ‬٪ƇǾƫ٪˚Ʋdzƫ٪ƫȯȉȬ‫ع‬ȉnjnj٪ƫƇɅƇ‫ؘ‬٪FȉȯǼ٪ȉȬɅǛǼǛɶƇɅǛȉǾ٪ȯƲȮɍǛȯƲȷ٪
balancing data collection with friction. Simplifying forms, removing essential data, and utilizing appealing
language can boost form completion rates and lead quality.
CTAs also boost conversions. Measure click-through and conversion rates to evaluate CTAs. Testing location,
design, copy, and colors might reveal target-audience preferences. Data-driven optimization helps companies
design engaging and actionable CTAs.
Businesses can boost demand generation by optimizing landing pages, forms, and CTAs with data. Iterative
design and communications decisions are based on empirical evidence rather than preconceptions.
Businesses may improve user experience, minimize friction, and raise conversion rates by testing and tweaking
key features.
Chapter
10
Use Data to Optimize
Landing Pages, Forms, and
CTAs

17. A
17
In the B2B world, generating demand is essential
for driving business growth and achieving success.
½ǕǛȷ٪ ȬdzƇɬƣȉȉǯ٪ ƲǼȬǕƇȷǛɶƲȷ٪ ɅǕƲ٪ ȷǛǍǾǛ˚ƤƇǾƤƲ٪ ȉnj٪
demand generation for all businesses. In order to
have a successful demand-generation strategy,
it is important to consider a number of essential
components. Such components are understanding
your target audience, setting clear goals and
objectives, crafting a compelling value proposition,
implementing a multi-channel marketing approach,
and leveraging technology as an enabler.
Successful demand generation requires a strategic
and collaborative approach. Aligning sales and
marketing teams and fostering cross-functional
alignment within the marketing team ensures a
cohesive and coordinated effort to reach and engage
prospects effectively. As we read, a demand-gen
ȬdzƇǾ٪ ǛǾɥȉdzɥƲȷ٪ ȷƲɅɅǛǾǍ٪ ƤdzƲƇȯ٪ ǍȉƇdzȷ‫ؙ‬٪ ƫƲ˚ǾǛǾǍ٪ ɅǕƲǼƲȷ‫ؙ‬٪
and implementing a multi-faceted approach that
includes strategic content planning, distribution, and
effective communication.
You can drive results after balancing the art and
science of demand generation. Speed and agility
are crucial as demand generation extends beyond
ɅǕƲ٪ ǼƇȯǯƲɅ‫ع‬ȮɍƇdzǛ˚Ʋƫ٪ dzƲƇƫ٪ Ʌȉ٪ ƲǾƤȉǼȬƇȷȷ٪ ɅǕƲ٪ ƲǾɅǛȯƲ٪
customer journey. Tracking and measuring the
success of demand-generation efforts requires clear
ƫƲ˚ǾǛɅǛȉǾȷ‫ؙ‬٪ȬdzƇɬƣȉȉǯȷ‫ؙ‬٪ɅǛǼƲdzǛǾƲȷ‫ؙ‬٪ƇǾƫ٪njƲƲƫƣƇƤǯ٪dzȉȉȬȷ٪
involving stakeholders and customer advocates.
Key metrics are essential indicators of demand-
generation success, including pipeline growth,
conversion rates, engagement, and revenue-related
metrics. Analyzing these metrics provides valuable
insights for optimizing the strategy and driving
revenue growth. Tailoring content to the buyer’s
journey, incorporating triggered and abandoned
content strategies, and leveraging storytelling
techniques are vital for creating targeted content
that resonates with the audience.
Data-driven optimization is a core of demand
generation. Ensuring data accuracy, inclusive
ɅƇȯǍƲɅǛǾǍ‫ؙ‬٪ƲnjnjƲƤɅǛɥƲ٪ƤȉǾɅƲǾɅ٪ǼƲȷȷƇǍǛǾǍ‫ؙ‬٪ƇǾƫ٪ȯƲ˚ǾǛǾǍ٪
ɅǛǼǛǾǍ٪ ƇǾƫ٪ ƫƲ˚ǾǛɅǛȉǾȷ٪ ƇȯƲ٪ ɥǛɅƇdz٪ Ʌȉ٪ ȉȬɅǛǼǛɶǛǾǍ٪ ɅǕƲ٪
demand-generation strategy. Demand generation
operates on the principle of incremental change,
recognizing that minor adjustments can yield
ȷǛǍǾǛ˚ƤƇǾɅ٪ǛǼȬƇƤɅȷ‫ؘ‬٪UƫƲǾɅǛnjɬǛǾǍ٪ƣȉɅɅdzƲǾƲƤǯȷ٪ȉȯ٪ƫȯȉȬ‫ع‬
off points in the customer journey and leveraging
data to optimize landing pages, forms, and calls-to-
action further enhance the effectiveness of demand-
generation efforts.
By adopting these principles and strategies,
businesses can develop a solid demand-generation
playbook that drives growth and success in the B2B
landscape.
Summing up

18. 18
• Understand your target audience and set clear goals and objectives for effective demand generation.
• Create a compelling value proposition and adopt a multi-channel marketing approach to reach your
audience.
• Leverage technology as an enabler and align sales and marketing efforts for seamless collaboration.
• Foster cross-functional collaboration and build a comprehensive plan to drive demand.
• Use data to optimize strategies, targeting, and messaging.
• Tailor content to each stage of the buyer’s journey to resonate with the audience.
• Balance the art and science of demand generation, prioritizing speed and optimizing the customer
journey.
• Track, measure, and optimize using data-driven insights, involving stakeholders and addressing
bottlenecks for success.
Essentials Take Aways

19. A
19
We appreciate your time and attention
in reading this playbook. We value your
consideration highly.
Thank You!