Introduction

Traditional DemandGen is Falling Behind

Marketing tactics that once worked are now struggling to deliver consistent results.

Prospect behavior has evolved — they are more discerning and have higher expectations. As the market grows more competitive and increasingly noisy, the battle for attention becomes more intense.

Marketers can no longer rely on traditional methods, we must adapt, prioritize and focus on how to capture and keep the interest of potential buyers that wish to remain anonymous.

This shift hits DemandGen hard, since DemandGen is the core engine focused on actively trying to achieve marketing results and growth with this audience.

Prospects crave engaging, bite-sized content directly on social feeds. They're not interested in visiting your website or filling out lead generation forms. Instead, they prefer to remain anonymous while conducting their research, exploring their options at their own pace, and with their established criteria.

For marketers focused on growing the funnel, we're fighting for attention and time, the two most valuable currencies today.

And succeeding in this environment requires a new approach, one that captures hearts and minds in new, optimized ways and where prospects already are.

What to do?

Let's first understand the challenge:

• Majority of social engagement and experiences now happen directly on mobile apps, with at least 30% of your potential audience browsing on mobile devices at any given time.
• Prospects expect mobile-friendly, seamless, digestible content, making traditional datasheets and whitepapers obsolete. The days of sharing full-page, small-font documents are long gone.
• Prospects enjoy using social apps and have become hesitant to click off-platform, apprehensive of popups and potentially unsafe websites. This makes it increasingly difficult to drive them to landing pages.
• Even if your campaigns succeed in getting prospects to your landing pages, gated assets are often not compelling enough to capture their contact information. Not to mention, the resources and effort involved in creating and managing landing pages.
• 6sense research confirms that prospects do not typically share their contact information until they're ~70% into their buyer journey, meaning they remain anonymous for 3-7 months while they explore options. This represents the actual battle that must be fought and won.

Without addressing these new realities, your DemandGen marketing efforts are most likely falling short, while leaving these valuable opportunities open to competitors.

The good news? There are specific things you can do today to address these issues, and DemandGen Systems can help.

Your new Playbook

Connect with prospects where they are and on their terms.

• Transform your content into engaging, snackable assets that resonate at scale.
• Build trust by prioritizing content and social, allowing prospects to engage without leaving their preferred environment.
• Empower your team with new content that sparks engaging outreach across multiple channels including BDRs, regional teams and sales.

LinkedIn and More

LinkedIn is the #1 social platform for business and professionals and therefore our primary focus is on delivering a premium LinkedIn experience for engaging with prospects, which can be adapted to other social platforms such as Reddit, Facebook groups, or your website as needed.

What we do

We execute a proven, scalable workflow that blends custom AI automation and professional DemandGen expertise to create engaging, mobile-friendly, snackable content that drives demand with your prospects to consume. Our content resonates with prospects and drives meaningful engagement.

We couple this content production with a strategic publishing and promotional strategy that reaches and engages new prospects in their feeds.

Our approach drives higher click-through rates through meaningful engagement - without forcing prospects off platform, relying on gated content, or using landing pages.

These prospects are not in your marketing funnel. They are active in the dark funnel and dark social — out of sight but critical to your DemandGen and ABM success.

Together, our content production and promotion strategy generates quality touchpoints that eventually ignite your ABM motions and become part of your targeted MOF and BOF campaigns.

This is our DemandGen Systems CBM strategy.

How we do it

Targeting anonymous, high-potential leads requires a strategy rooted in trust and a content-first approach is essential to achieve this.

Adopting a content-first strategy requires more than just a shift in tactics — it demands new skills and resources to achieve results.

Marketers accustomed to long-form content often struggle to create succinct, emotionally engaging assets that truly connect with top-of-funnel prospects. To succeed with a content-first strategy, new workflows and specialized skills like AI prompting, ad design, and copywriting are essential.

TOF marketing and creative requires a unique blend of PMM expertise, creative design, and ad copywriting — which goes well beyond traditional marketing roles and the current types of content being produced.

This is our core focus.

Once you have the right content, it's not enough to simply share it. You need to create it at scale, share it consistently and strategically, on-platform, over time and promote it correctly.

This is how to build trust and this is how to drive demand going forward.

Neglecting these realities and failing to adopt new strategies and workflows will cost you market share to competitors that are actively adapting and changing.

To succeed, DemandGen leaders must move quickly to become more efficient while innovating and adapting to this new landscape.

Ready to learn about DemandGen 2.0?