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 impacts DemandGen significantly, since DemandGen is the engine focused on actively trying to achieve marketing results and growth with audiences while they are in this stage of the buyer's journey.

Today, prospects consume engaging, snackable content directly on social platform feeds. They're not interested in visiting your website or filling out lead generation forms. Those days are long gone. Instead, buyers remain remain anonymous while conducting their research, exploring their options at their own pace, and establishing their own criteria for their needs.

Succeeding in this new environment requires a new strategy, one that is focused on capturing hearts and minds with a new generation of tactics and going into battlre where prospects are actually spending their time.

What to do?

The first step is to understand the challenges we face today:

• Majority of B2B 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 dense, letter-size documents written with small fonts are long gone.
• Prospects enjoy using social apps and have become reluctant to click off-platform, even apprehensive of having a poor experience or visiting a potentially unsafe website. This makes it increasingly difficult to drive prospects 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. Which negatively impacts the ROI for 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 and decide on their prefered vendors. This fact provides the most compelling case for dramaticly updating the DemandGen playbook.

Failing to addressthese new realities, DemandGen marketing efforts will most likely fall short, and will leave valuable opportunities open to nimble competitors that have already adapted to these realities.

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 at scale into engaging, snackable assets that align with buyers behaviors and resonate with them.
• Build trust by prioritizing content on social, allowing prospects to engage without leaving their preferred platform.
• Bolster other teams such as BDRs, regional and sales, with new content that echoes primary campaigns across multiple channels.

LinkedIn and More

LinkedIn is the #1 social platform for business and professionals, therefore our primary focus is to deliver a consistent LinkedIn content experience for engaging with prospects. This content can be re-used for content syndication, for other social platforms such as Reddit, Facebook groups, or even your website.

What we do

We execute a proven workflow that blends custom AI automation and professional DemandGen expertise to create engaging, mobile-friendly, snackable content that drives demand with your prospects. Our content is designed to resonate and generate meaningful engagement with target audiences.

We couple this content production with a strategic publishing and promotional strategy that reaches and engages even more prospects directly in their feeds. Note that this activity appears natural to LinkedIn users and is different than paid ads.

Our approach drives higher click-through rates through meaningful engagement - without forcing prospects off platform, without relying on gated content, and without the need for landing pages.

These prospects are not following the traditional linear marketing funnel - they are consuming content across all stages of marketing - Top, Middle and Bottom of funnel - randomly. They are also actively engaged in the dark funnel and dark social sharing information in private groups, online communities and Slack channels. They engage with peers and colleages in pockets of digital worlds — 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?