Demand Generation Insights

Demand gen is utterly broken. It's overly complicated & lacks the soul and creativity that consumers deserve. I promise there's a better way. Here's the 3-pronged content engine we're building for companies at storyarb: Principles: - Treat your content as the product, not as marketing for another product - Unique insights + Unique voice + Unique packaging = Unique content - Pick topics that make your Market of 1 better at their job Channels: 1) Deeply researched long-form content Purpose: create data-driven OR interview-based website content that is deep enough & insightful enough such that a reader feels the need to bookmark & reference later. Good examples: Lenny Rachitsky: "How the biggest consumer apps got first 1,000 users" - Lenny interviewed hundreds of founders, identified patterns, and broke down the seven strategies consumer apps used to grow. Carta: "State of Private Markets: Q3 2024" Report - Using tons of internal funding data by Carta customers to pull together trends in startup funding for the quarter. HubSpot: "My First Million's Business Idea Database" - Aggregating & organizing 57 startup ideas shared by past MFM podcast guests into an e-mail gated database 2) Editorial email newsletter Purpose: create the best industry read for your market of 1 that allows you to build an owned audience of current/future customers. Good examples: - Content Examined by Alex Garcia: the best read for consumer content marketers, which acts as a perfect nurturing tool for his community, course, and agency - Big Desk Energy by Tyler Denk 🐝: a window into building a high-growth startup as it's happening by the founder of beehiiv - Exploding Topics: a snapshot of 4 emerging trends (based on google search data) that founders & investors should be aware of. 3) Personal brand social content Purpose: allow your market of 1 to build a parasocial relationship with your company through 1-4 personalities (execs, founders, etc) who enable connection with your faceless brand. Good examples: - Adam Robinson: fully transparent monthly breakdowns of his companies' (Retention.com & RB2B) performance with lessons learned & plans to fix key issues - Peter Walker: Head of Insights at Carta uses first party data from the company to share unique startup ecosystem trends + his own POV - Kieran Flanagan: AI & GTM expert who shares deep marketing insights, playbooks, and predictions that help build his & HubSpot's brand If you want help building this 3-pronged engine at your company, shoot me a DM or email at alex@storyarb[.]com.

It's easy to fall into the "doing things just to do them" trap in demand gen and ABM.  👉🏾 Launching campaigns because "it's our typical approach." 👉🏾Creating content because "we have to."   👉🏾 Chasing every lead with the belief that "more is always better." But with AI and automation making it easier than ever to produce generic content, it's even more crucial to pause and ask, "Why?" ✔️Why this campaign? ✔️Why this content? ✔️Why this account? ✔️Does it truly align with our ideal customer profile (ICP)? ✔️Does it resonate with their needs and challenges? ✔️Does it get results on our goals? Generic #ABM is just...marketing. And generic #demandgen is a waste of resources. 👉🏾 To break the autopilot cycle, be specific about your ideal customer. Use tools like 6sense or ZoomInfo to gather rich data, going beyond basic demographics to understand their firmographics, technographics, and psychographics.  👉🏾 Then, map your content to the buyer's journey. Don't just create content for content's sake. Use tools like HubSpot or Marketo to address their pain points and provide real value at each stage. 👉🏾 Analyze intent data. Tools like Bombora or G2 Buyer Intent can tell you which accounts are actively researching solutions like yours, allowing you to focus your ABM efforts on those showing high intent. 👉🏾 Don't forget to make it a personalized experience. Use AI-powered platforms like Persado or Phrasee to tailor your messaging to individual accounts and show a deep understanding of their needs. 👉🏾 Finally, measure what matters. Track metrics that align with your goals, not just vanity metrics. Tools like Google Analytics or Bizible can help you measure the true impact of your ABM and demand gen efforts. 👉🏾 And most importantly, find someone to challenge your thinking. A colleague, a mentor, even a (kind!) competitor. Someone who asks: ✔️Why are we targeting this account? ✔️Will this content truly resonate? ✔️Does this campaign align with our overall strategy? Break free from autopilot, be intentional, and be strategic. Then, watch your ABM and demand generation results grow. What tools or strategies do you use to focus on the "why" behind your marketing? #b2bmarketing #marketingstrategy

We scraped Google Maps photos of 2,000 bakeries and used AI to detect bread-making machines 🥖 Sounds insane, right?   But this is exactly the kind of custom signal that’s replacing generic intent data in 2026.   Everyone’s buying the same intent data. Which means everyone’s reaching out to the same prospects, at the same time, with the same “personalized” message.   Which means you are always standing in the same line with your competition.   Here’s what changed our entire GTM approach at SalesCaptain: We stopped relying on off-the-shelf signals. and started building our own.   Not: – Hiring intent from ZoomInfo – Funding announcements from Crunchbase – Sales Navigator filters everyone else is using   Instead, we built signals only we had access to. Here are some real-life examples from our client work:   1. Wellness and self-care software company 💇♀️ - Scraped Google Maps + websites for salons/spas - Detected multiple locations or recent expansions - Identified operators outgrowing spreadsheets/manual tools - Triggered outreach during operational scaling Result: 400+ positive replies in 5 months 2. Cybersecurity company 🥷 – Monitored public breach reports in real time – Identified relevant security teams – Reached out while the problem was active Result: $200K+ ACV meetings in a single quarter 3. Recruitment platform 💼 – Scraped job listings across multiple sources – Identified companies actively hiring – Matched HR decision-makers to real demand Result: 710+ demo calls in 10 months These aren’t signals you can buy from a vendor. They’re competitive advantages built from: – Custom data sources – AI enrichment of unstructured data – Community, ecosystem, and event signals The pattern I see across every high-performing GTM team: They don’t ask, “Which intent tool should we buy?” They ask, “What data would give us an unfair advantage competitors can’t access?” Then they build it! If you want to design custom signals for your market and orchestrate them across sales, marketing, and ops, you know where to find me. 😎

Most GTM advice is the same: “See a signal → do outreach.” ❌ Someone liked a post → message them. ❌ Someone got hired → send a pitch. ❌ Someone visited your site → drop an email. The problem? 80–90% of these signals are false positives. They liked the post because they know the author. They visited your site by accident. They’re hiring, but not even for your category. If you chase single signals, you waste time. The future is signal stacking. Because one weak signal is noise. But two, three, five signals stacked together = intent. Think about it 👇 - A decision-maker saves or comments on an industry post - They engage with a competitor’s feature announcement - Then they check your page right after Do you really think that’s random? And here’s where it gets even more powerful → timing. Signals aren’t just about who is showing intent, but when. Stacking works best when it’s monitored 24/7, so the moment the pattern appears, you can act. Not a week later. Not after the deal is already closed by someone else. Right at the exact moment the window opens. Signal stacking turns scattered hints into a clear picture of who’s ready, and tells you the perfect time to reach out. It’s the difference between cold guessing and warm timing. This is how GTM will be done in the next 2–3 years. Not chasing likes. Not chasing site visits. But catching patterns in real time.

For marketers and sales professionals, lead generation is often seen as the key to success—a continuous effort to attract potential customers. However, in an ever-changing landscape where new consumers engage with your brand daily and competitors are always on the rise, is lead generation alone enough? The real value lies in pairing lead generation with demand generation. While lead generation focuses on capturing interest, demand generation is about shaping that interest into genuine market demand for your product or service. It goes beyond just numbers—it’s about establishing a strong brand presence, educating the audience, and creating a compelling reason for them to choose you over others. This is where deeper audience intelligence becomes essential. At Bloomberg Media, we believe that understanding your audience is more than just data points; it's about uncovering insights that can drive meaningful engagement. By leveraging our proprietary audience intelligence, we help brands craft content that resonates on a deeper level, establishing them as thought leaders in their industry. Incorporating these insights into your demand generation strategy can help you move beyond the transactional and into the transformational. It’s not just about reaching people; it’s about reaching the right people with the right message at the right time—building trust, credibility, and a strong foundation for customer loyalty. For sales teams, it’s not just about accumulating leads; it’s about engaging with well-informed prospects who understand the unique value your brand brings to the table. When demand generation and lead generation work together, they create a powerful synergy that not only drives sales but also fosters long-term loyalty and advocacy. In a market filled with choices, combining robust audience insights with a well-rounded demand generation strategy could be the key to not just surviving, but thriving. #leadgeneration #demandgeneration #customerloyalty #consumer

Demand generation in B2B, particularly for product companies, is a complex yet crucial aspect of business growth. During my last couple of months at Sprouts.ai working on GTM for B2B companies I realised that there are many challenges that can impede demand gen success. Here are some key issues and how to tackle them:   1️⃣ Identifying the Right Target Audience:  ⛔ The Issue: Many B2B product companies struggle to identify and reach their ideal customer. ✅ The Solution: Invest in market research to understand your audience's needs and challenges. Utilize data analytics to segment your audience effectively and tailor your messaging.   2️⃣ Creating Engaging Content: ⛔ The Issue: In a crowded market, capturing attention is tough. ✅ The Solution: Develop compelling, value-driven content that speaks directly to the pain points and aspirations of your target audience. Use storytelling to make your content more relatable and engaging.   3️⃣ Lead Quality Over Quantity: ⛔ The Issue: Generating a high volume of leads doesn’t always equate to quality. ✅ The Solution: Focus on lead scoring and nurturing. Implement systems to assess lead quality and readiness, ensuring your efforts are concentrated on high-potential prospects.   4️⃣ Integrating Sales and Marketing Efforts: ⛔ The Issue: Misalignment between sales and marketing teams can lead to lost opportunities. ✅ The Solution: Foster close collaboration between your sales and marketing teams. Ensure both teams have shared goals and understand the entire sales funnel.   5️⃣ Leveraging Technology Effectively: ⛔ The Issue: Underutilizing or incorrectly implementing technological tools can hinder demand generation. ✅ The Solution: Choose tech tools wisely – CRM, marketing automation, data analytics, and AI can be game-changers if used correctly. Train your team to leverage these tools for maximum impact.   6️⃣ Adapting to Market Changes: ⛔ The Issue: The B2B landscape is constantly evolving, and staying relevant can be challenging. ✅ The Solution: Stay informed about industry trends and adapt your strategies accordingly. Be agile and willing to pivot your approach when necessary.   7️⃣ Building a Strong Brand Reputation: ⛔ The Issue: In a competitive market, establishing a strong brand presence is tough. ✅ The Solution: Consistently deliver high-quality products and customer service. Engage in thought leadership and community building to enhance your brand's credibility and visibility.   Remember, successful demand generation in the B2B space is about understanding your market, delivering value, and leveraging the right tools and strategies. It's a journey of continuous learning and adaptation, but with the right approach, you can turn these challenges into opportunities for growth. #demandgeneration #B2B #ABM #GTM #accountbasedmarketing #linkedinlearning #PaliwalTalks

My favorite way to explain B2B marketing for long sales cycles is by showing demand generation from the buyer perspective: I. I WANT TO LEARN. Individual buyers are exploring topics, upskilling themselves, and discovering best practices and industry trends. They're not actively looking for solutions yet—they're in learning mode. At this stage, buyers might: - Discover good content from a brand and start following them - Share good content with colleagues - Consume educational materials like podcasts, webinars, or articles - Build awareness of different approaches and vendors This is the foundation stage where you get noticed, build trust, and awareness before a specific business need emerges. II. WE WANT A SOLUTION. The buying group has agreed on the top-priority challenge and the consequences of not solving it now. They start looking for different solutions. The vendor that was able to clearly articulate that their solution (not a product) is the best fit for this type of challenge, wins an opportunity to be considered during the next round. Here is an example. Our enterprise pipeline declined in 2025 by 27%. Despite multiple attempts and efforts, neither marketing nor sales knows how to fix it. We need a solution. At this point, Champions might consider multiple solutions: - Invest in sales training - Hire SDRs and AEs with a proven track record of selling to enterprise - Launch an account-based marketing program - Invest in outreach scripts... The list is endless. III. WE WANT A SOLUTION LIKE YOURS. After evaluating multiple solutions by fit, resources and budget, the buying group makes a decision to select one of them. At this point, they start looking at different vendors and book discovery calls to learn more. Example: We want to start an account-based marketing program. Alternatives: - Buy an ABM platform and launch a program based on the playbooks provided by that vendor - Hire an ABM agency - Buy an ABM course or workshop - Hire an experienced consulting company Guess what you should do as a vendor? IV. WE WANT YOUR SOLUTION. After selecting the best-fit solution, the buying committee presents it to stakeholders to get consensus and support for the vendor evaluation. This is where you start seeing high-intent signals and generate opportunities. Example: We want to hire you as our consultant partner to implement a pilot ABM program. What is the scope, budget, and resources needed? You need to invest in fully personalized buyer enablement. V. WE ARE READY TO BUY FROM YOU. The buying committee has approved the budget and the resources, you're moving to the procurement and POC phase. --- These stages represent a typical buyer journey. The first three stages could take 9-12 months and often define if you're getting into the consideration set. Most B2B companies ignore it and try to capture the demand from in-market accounts, and this is the exact reason why the pipeline dries up.

𝗚𝗧𝗠 𝘄𝗶𝘁𝗵 𝗚𝗶𝗿𝗶𝘀𝗵 ⏩#𝟭𝟲 - 𝗪𝗵𝗮𝘁 𝗶𝗳 𝘆𝗼𝘂𝗿 𝗲𝗻𝘁𝗶𝗿𝗲 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝘄𝗿𝗮𝘁𝗵 𝘄𝗶𝗽𝗲𝘀 𝗼𝘂𝘁 𝗼𝘃𝗲𝗿𝗻𝗶𝗴𝗵𝘁? Imagine waking up and finding out your main marketing channel is completely wiped out. Your Instagram, your TikTok, or your Facebook! This is not a fictional story, it is very much possible and has happened in the past. The U.S. government briefly implemented a ban on TikTok, later overturning and actively contemplating its future in the country. Brands have faced unfortunate hacking incidents. Algorithms changing. Covid shutting out movement. The reasons are aplenty! 𝗪𝗵𝗮𝘁'𝘀 𝘆𝗼𝘂𝗿 𝗯𝗮𝗰𝗸 𝘂𝗽 𝗽𝗹𝗮𝗻? ♟️ Learning: Relying on a single marketing channel is risky! 🎯 We get reminders time and again about the importance of diversification into a multi omnichannel strategy. Here is why it is super important in the Consumer Packaged Goods: - 𝗦𝗽𝗲𝗮𝗸𝗶𝗻𝗴 𝘁𝗼 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲𝘀 : In Nigeria; the best way to reach out an SEC D still remains on-ground activations. Being close to consumers on ground is super important with this set of consumers. Their digital and ATL penetration is still up and coming. However if you are specifically going after SEC B & C, then digital becomes important and significant. - 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗮𝘁𝗶𝗼𝗻 : Digital helps you retarget, BTL helps you customize your message in their language. Both are super important. Consumers sometimes vary their trust and importance in different channels. - 𝗠𝗼𝗿𝗲 𝗖𝗼𝘃𝗲𝗿𝗮𝗴𝗲 : No single channel can guarantee you coverage and conversions from that one single channel. Consumers need multiple touchpoints to get convinced for the final purchase. This case is especially true for high ticket items. - 𝗠𝗲𝗱𝗶𝘂𝗺 𝗶𝘀 𝗶𝗻𝗱𝗲𝗲𝗱 𝘁𝗵𝗲 𝗠𝗲𝘀𝘀𝗮𝗴𝗲 : Marshal Mcluhan suggests that the form of a message (print, visual, musical, etc.) determines the ways in which that message will be perceived. How you would communicate on a LinkedIn post vs an Instagram post vs a BTL activation is completely different. Lay your eggs in different baskets and let them all flourish to give you the best results. #Marketing #CPG #TikTokBanned #Omnichannel

I built a Clay workflow to monitor brand mentions across social media and turn them into GTM signals my team can act on. Most teams either ignore social chatter, drown in it or react when their investor sends them something they saw. None of these works. They lack a strategy and a system to enable social listening. My Clay workbook listens across Reddit, LinkedIn, and Twitter/X, analyzes sentiment, summarizes the context, and drops a clean signal straight into Slack. Here’s how the workflow works: – Pull brand mentions from Reddit, LinkedIn company mentions, and Twitter/X keywords – Visit the source URL to extract the actual post text – Analyze sentiment and assign a score so you know if it is positive, neutral, or risky – Generate a short summary instead of dumping raw text – Send everything into a dedicated Slack channel in near real time What I love most about this is how many use cases this unlocked. If sentiment is positive, you get instant feedback on what messaging resonates. If sentiment is negative, you catch brand risk early before it spreads. If buyers are talking about a problem you solve, you spot pipeline signals hiding in public conversations. And because this lives in Clay, you control everything: Keywords, sources, frequency, models and event costs. This replaces expensive social listening tools and gives GTM teams something better... a living feedback loop tied to action. If you want the full walkthrough and Clay template, it's in this week's Stack & Scale episode. Or comment "Clay workflow" AND connect with me (I've run out of InMail already), and I'll send the resources directly. Happy (social) listening! 

Last week, I spoke with the Head of Marketing at a $20M+ ARR B2B who's planning her 2025 paid media demand generation strategy. She's looking to build a repeatable lead gen engine that allows them to close more deals faster—without a huge SDR team. Here's the exact strategy I recommended: — Paid Social: 1️⃣ Select a market segment you can afford to fully saturate 2️⃣ Double down on and scale ads for the most popular product 3️⃣ Run 60% budget to cold audiences, 40% to retargeting 4️⃣ Optimize cold campaigns for engagement, reach, frequency 5️⃣ Optimize retargeting campaigns for pipeline and revenue 6️⃣ Use a third-party audience tool for tighter targeting and lower ad costs 7️⃣ Cold campaign ads focused on features, benefits, and pain points 8️⃣ Retargeting campaign ads focused on objection handling, cost of inaction, trust-building, and outcomes Paid Search: 1️⃣ Implement offline conversion tracking to measure pipeline 2️⃣ Scale slowly into new regions by replicating campaigns that are already driving pipeline to maintain efficiency 3️⃣ Cut Demand Gen and Pmax campaigns and double down on exact match keyword strategy and experiment more with broad as it seems to work for them 4️⃣ Keep a low budget display ad campaign on and measure incremental uplift on performance Measurement: 1️⃣ Leading Indicators: reach & frequency, engagement rate, # of ICP companies visiting social pages + website, share of search (brand name), pipeline (leads, MQLs, SQLs) 2️⃣ Lagging Indicators: sales cycle length, revenue, close rate, CAC, ADV, upsells 3️⃣ Use a blend of data-driven attribution, conversion lift analysis, and holistic incremental growth 4️⃣ Avoid first and last touch as they don't show a complete picture — The 2025 strategy I'm most bullish on? Audience saturation. Paid ads fails when you "try a small budget and then scale if results are there." If you're not consistently reaching in and out-market prospects to build mental availability and get shortlisted, you might as well throw the ad budget in the bin. 🤘 — P.S. Struggling to make Paid Ads work? Have a KlientBoost - The Performance Marketing Agency Growth Strategist build your custom free marketing plan based on proven playbooks like this one. Hit the link to get yours: https://lnkd.in/eMpcnvQX