Introduction

B2B demand generation doesn’t have to be complicated. This guide shows how to simplify it using clear steps that actually work.

What's the problem it solves?

Marketers are overwhelmed with too many channels, tools, and buzzwords. They chase leads without a clear plan, often wasting time and money. This article offers a simpler, more focused way to create demand and turn interest into sales.

Quick Summary

Many teams try to do everything at once when it comes to demand generation. They run ads, post on social media, host events, and chase leads-yet still struggle to get results. This guide breaks it down into two main parts: "on-ramps" (how you create interest) and "off-ramps" (how you turn interest into action). On-ramps include content, ads, and social posts, while off-ramps are places like demo forms, events, and outbound calls.

To succeed, marketers need to find the right channels their audience already uses, make content that matches what those people care about, and stop expecting every piece of content to bring instant leads. Then, they need to make it super easy for interested people to take the next step-like booking a call or signing up. The article explains how to improve each of these steps and gives real advice on what to fix, what to measure, and what tools to use.

Key Takeaways from the article

• Think of demand generation as a path: create interest (on-ramps) and make it easy to act (off-ramps).
• Don’t expect every blog, ad, or post to generate leads. Focus on building trust and interest first.
• Study where your audience spends time and what content they like before you start creating anything.
• Use tools like SparkToro and customer interviews to learn about your audience.
• Match your content to where your product and audience sit on the Product Adoption and Demand Curves.
• Measure success by how much people engage with your content, not just leads.
• Fix your demo forms. Use calendar tools, cut extra steps, and reply fast to people who request info.
• For outbound, keep your messages simple, personal, and clear. Use subject lines that you’d actually click.
• At events, plan before, stand out during, and follow up quickly after.
• Don’t treat events, ads, outbound, and inbound like separate things. They should work together.
• Simpler, focused strategies beat messy, overbuilt demand gen programs.

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