strategy

B2B Demand Generation Strategy

An effective B2B demand generation strategy targets two distinct buyer segments: those that are in-market (current potential leads), and those that are not (future potential leads).

This full-funnel approach ensures that you are building your lead pipeline for today and tomorrow.

buyers not yet in-market

future potential leads

For buyers not yet in-market (90%+ of the market in any given quarter), we help you engage them in the awareness channels where they go to learn about how their peers are solving similar business challenges to build trust until they are ready to buy.

This includes

Sharing insights
Answering questions
Facilitate conversations

The early stage of a buyer journey is often referred to as Top of Funnel.

buyers in-market

current potential leads

For in-market buyers (5-10%), we help you get found in the intent channels where they go to actively evaluate and buy your product or solution category.

This includes

Optimizing your presence in online search
Influencer and review sites
Vendor directory sites, and your own website

This is often referred to as “middle of funnel” and “bottom of funnel” stages.

Tactics

B2B Demand Generation Tactics

One of the biggest challenges for vendor Marketing teams is resisting the urge to talk about themselves and their products – instead of helping buyers solving their pressing business challenges.

We bridge this gap by helping vendors create peer-led content that their ICPs will find valuable because it features their peers.

Here’s how we do it:

Identify topics of interest to ICPs that are aligned to vendor solution(s)
Target and recruit ICP decision leaders interested in discussing topics
Design content programming to feature ICP speakers (interview, panel, podcast, etc.)

Produce ICP-centric content assets (Gravitas branded, vendor sponsored)
Share content with ICPs to build brand awareness and preference and measure
Share content with in-market buyers for engagement and measure

The goal is to ensure that you are providing a steady stream of useful insights to your ICPs until they are ready to buy so that they will talk to your sales reps.