The Demand Generation Agency
Marketing Teams Dream About

Defining demand generation is like trying to explain what TikTok is to your grandparents – it’s complicated and everyone has a different definition. At KB, it’s about telling a compelling story of your product/service to both people who know they need it (in-market buyers) and those who don’t know they need it yet (out-market buyers).

Or in other words, demand generation is a multi-faceted approach to marketing focused on creating awareness and interest in your products or services. Think of it as the art and science of getting people excited about what you’re selling. It’s similar to hosting an epic party and making sure everyone knows about it and wants to come.

Demand generation often includes a combination of paid advertising, content marketing, email campaigns, and social media marketing. But the channels aren’t what’s important. The goal is to drive real interest in your products or services that consistently translate into ideal customers.

Based on downstream metrics like SQLs, pipeline, and revenue. More specifically, if we’re measuring the long-term impact a demand program has on all three, we measure their baseline growth. E.g. Say we’re targeting one segment with one product/service, we’ll measure baseline sales growth over time from that one segment to determine our demand program’s impact.

Measuring success in a demand generation campaign is like being a detective at a crime scene, but instead of solving a mystery, you’re unraveling the story of your campaign’s impact. It’s all about collecting clues (data) and piecing together the narrative of how your efforts are influencing your potential clients’ behavior and decisions.

1. Lead Generation Metrics: The bread and butter of demand generation. How many leads are you pulling in? But it’s not just about quantity; it’s about quality too. Are these leads genuinely interested? Are they the right fit for your client’s business?
2. Conversion Rates: This is where the magic happens. Of all the leads you’re generating, how many are turning into actual customers? It’s like watching seeds you’ve planted grow into thriving plants. High conversion rates often mean your campaign is hitting the mark.
3. Website Traffic: Are more people visiting your client’s site? And it’s not just about foot traffic; where are they coming from? This can help you understand which parts of your campaign are driving interest.
4. Engagement Metrics: This includes things like email open rates, click-through rates, and social media interactions. It’s like throwing a party and measuring how many people are dancing to your tune.
5. ROI (Return on Investment): The ultimate litmus test. Are you getting more out of the campaign than what you’re putting in? It’s like checking if the gold at the end of the rainbow is worth the journey.
6. Customer Lifetime Value (CLV): This goes beyond the initial sale. How valuable is a customer over time? It’s about building relationships, not just making transactions.
7. Brand Awareness and Perception: Sometimes harder to quantify, but incredibly important. Are more people recognizing your client’s brand? What do they think about it? Surveys and social listening tools can be your best friends here.
8. Sales Cycle Length: How long does it take a lead to become a customer? Shortening this cycle can be a sign of effective demand generation.

Remember, each business is unique, so success might look different from one company to another. It’s like tailoring a suit; it needs to fit your specific goals and objectives. Our role is to help you identify the right metrics for your business and to continuously fine-tune your campaign for optimal performance. Together, we can turn data into insights and insights into action.

Our demand generation team has more experience than a grandma with a rotary phone. Our demand generation experience is extensive and diverse, and we’ve worked with B2B businesses across a variety of industries to help them achieve their marketing goals.

Our approach includes a mix of product marketing, communications, and experimentation, aimed at efficiently guiding buyers from being unaware of a problem to becoming aware of the product. We use tactics like customer research, positioning, messaging, content creation, and selecting appropriate channels to reach the target audience. And we focus on aligning sales, marketing, and operations for better results.

We use market research, customer surveys, and CRM data and analysis to pinpoint your ICP. Simple.

But if you want the long answer, we take the following strategic approach to determining the target audience for your demand generation campaign:

1. Understand Your Product/Service: Identify the unique value proposition and benefits of what you’re offering.
2. Customer Research: Analyze your existing customer base to understand who benefits most from your product or service. Look at demographics, psychographics, and buying behavior.
3. Market Analysis: Examine the broader market to identify potential new customer segments that could benefit from your product or service.
4. Buyer Personas: Create detailed profiles of your ideal customers based on your research. These personas should include information like job titles, industry, company size, challenges, and goals.
5. Competitor Analysis: Look at your competitors and their customer base. This can give insights into potential gaps in the market or areas where you can differentiate.
6. Data-Driven Insights: Use data from various sources (like your CRM, social media, and website analytics) to refine your understanding of your audience.
7. Feedback Loop: Continuously gather and analyze feedback from your marketing and sales activities to refine your understanding of your target audience.

Remember, the key is to be as specific as possible in defining your target audience, as this will guide where and how you communicate your message effectively.

From thought leadership to case studies, ad creative to blog posts, we’ll work with you to develop high-quality content that will make your ideal customer go, “Ooooh, I need that!”

For demand generation campaigns, a variety of content types can be created to engage and inform the target audience, such as:

1. Educational Blog Posts: Providing valuable information that addresses common questions or challenges in your industry.
2. Ebooks and Whitepapers: Detailed guides or reports on specific topics that offer in-depth insights.
3. Infographics: Visual content that simplifies complex data or information into an easy-to-understand format.
4. Case Studies: Real-world examples showcasing the effectiveness of your product or service.
5. Email Newsletters: Regular updates that keep your audience engaged and informed.
6. Videos: From explainer videos to customer testimonials, offering a dynamic way to convey your message.
7. Social Media Content: Engaging posts tailored to the platforms where your audience is most active.
8. Webinars: Live or recorded sessions providing valuable information and interactive opportunities.

Each type of content is tailored to resonate with the target audience, providing value and building trust, ultimately guiding them through the buyer’s journey.

We capture in-market leads using performance marketing and conversion rate optimization. And we build a waterfall of future leads by reaching and influencing future buyers in advance of purchase. Leads today. More leads tomorrow.

The focus for a demand generation campaign is always on creating a holistic strategy that combines a variety of marketing tactics. This involves crafting compelling and targeted content that resonates with the potential customer’s needs and interests, using search engine optimization to improve online visibility, and leveraging social media platforms for wider reach. Paid advertising campaigns are also a key component, targeting specific audiences with tailored messages.

Additionally, email marketing campaigns are used to nurture leads, providing valuable information and building a relationship with potential customers. The overall approach is about creating a seamless and engaging experience that naturally leads potential customers to express interest and provide their contact information.

We’ll be in touch more than your mom during a pandemic. You’ll have a dedicated account manager who will provide regular updates on campaign performance, and we’ll send you detailed reports anyway you want: slack, email, text, fax?

We take communication and reporting very seriously, ensuring you’re always in the loop and well-informed about your campaign’s performance. You’ll have a dedicated account manager, your primary point of contact, who’ll keep you updated regularly. We adapt our reporting to suit your preferences, whether that’s through email, Slack, text, or even fax if you prefer a bit of a retro touch. Our reports are detailed and tailored to provide insights in a clear, concise, and actionable format, ensuring you have all the information you need to make informed decisions about your campaign.

Our pricing structure varies depending on the specific services you require and the scope of the demand program. We’ll work with you to develop a customized plan that fits within your budget and meets your business objectives. Either way, you’ll have options.

Our pricing structure is designed to be flexible and tailored to your specific needs. It varies based on the specific services you require and the overall scope of your demand generation program. We engage in a collaborative process with you to develop a customized plan that aligns with your budget and meets your business objectives. You’ll have a variety of options to choose from, ensuring that our services not only meet your marketing goals but also fit comfortably within your financial parameters.

Demand generation is like growing an apple tree- it takes time, care, and a lot of watering before picking the fruit. But even still, since we put a strong emphasis on demand capture, you’ll start seeing improvements in lead quality and closed/won revenue in just a few months.

The timeline can vary depending on several factors, including the complexity of your market, the nature of your product or service, and the effectiveness of the chosen strategies. The key is to maintain a balanced approach, nurturing long-term growth while capturing and capitalizing on immediate opportunities.

Because we set those objectives with you, even before you sign with us. That’s right: goals. Every quarter we’ll work together to set goals important to your business that ensure alignment. If we don’t achieve those goals, we fail. Black and white.

We’re one of the only demand generation agencies that focuses on aligning our incentives with yours at every stage of our engagement. When you succeed, we succeed, just as it should be.