Ultimate Guide to B2B Demand Generation Services

What are B2B demand generation services?

B2B demand generation services are essentially outsourced marketing and advertising efforts aimed at specifically attracting new business customers. They help create interest and excitement for your product or service, ultimately driving sales.

Here are some of the most common types:

1. Data Acquisition and Targeting:

• B2B Data Providers/Buying Lead Lists: These services offer pre-built lists of potential customers based on specific criteria like industry, company size, and job title.

2. Content Marketing and Lead Nurturing:

• B2B Content Creation: Agencies develop high-quality content like blog posts, white papers, ebooks, and infographics to educate and engage your target audience.
• B2B Content Syndication: Distributing your content across relevant websites and publications increases its reach and visibility.

3. Campaign Management and Promotion:

• B2B Email Marketing: Creating and sending targeted email campaigns to nurture leads and promote your offerings.
• B2B Marketing Automation: Utilizing software to automate repetitive marketing tasks and personalize communication with potential customers.
• B2B Appointment Setting: Services that help you schedule sales calls and meetings with qualified leads.

4. Digital Advertising and Lead Generation:

• B2B Search Engine Optimization (SEO): Optimizing your website and content to rank higher in search engine results for relevant keywords, attracting organic traffic.
• B2B Social Media Advertising: Creating targeted ad campaigns on social media platforms like LinkedIn and Twitter to reach your ideal customer profile.
• B2B Intent Data: Utilizing data that reveals a company’s online browsing behavior to identify businesses actively researching solutions you provide.

5. Other Services:

• B2B Market Research: Conducting research to understand your target audience’s needs, challenges, and buying habits.
• Public Relations (PR): Securing positive media coverage to build brand awareness and establish thought leadership.

In short, B2B demand generation services are an investment in the future of your business. By proactively creating interest and attracting qualified leads, you can ensure a steady pipeline of potential customers and achieve sustainable growth.

What are B2B demand generation agencies?

B2B demand generation agencies are essentially outsourced marketing partners specializing in attracting new businesses as your customers. They help you create interest and excitement for your products or services, ultimately driving sales.

B2B demand generation agencies come in various flavors, each with a specific area of focus within the overall demand generation umbrella. Here’s a breakdown of some common types and the services they provide:

1. Full-Service B2B Demand Generation Agencies:

• Services: These agencies offer a comprehensive suite of services, acting as a one-stop shop for all your B2B demand generation needs. They handle strategy development, content creation across various formats, campaign execution (including email marketing, social media, SEO, etc.), lead nurturing, and performance measurement.
• Ideal for: Businesses seeking a complete outsourced solution with a single point of contact.

2. Content Marketing Agencies:

• Services: These agencies specialize in creating high-quality content like blog posts, articles, white papers, case studies, and even infographics or videos. They’ll help you develop a content strategy aligned with your target audience and business goals.
• Ideal for: Businesses needing help establishing thought leadership or attracting qualified leads through valuable content.

3. Account-Based Marketing (ABM) Agencies:

• Services: ABM agencies focus on a highly targeted list of high-value accounts. They create personalized marketing campaigns tailored to each account’s specific needs and challenges. This might involve targeted content creation, direct outreach, and even events.
• Ideal for: Businesses selling complex solutions to a limited number of large enterprises.

4. Lead Generation Agencies:

• Services: These agencies focus on generating a high volume of qualified leads for your sales team. They might utilize various tactics like targeted advertising, telemarketing, or lead nurturing campaigns.
• Ideal for: Businesses needing a quick influx of leads to fill their sales pipeline.

5. Marketing Automation Agencies:

• Services: These agencies specialize in setting up and managing marketing automation tools. They’ll help you automate repetitive marketing tasks, personalize communication with potential customers, and nurture leads throughout the sales cycle.
• Ideal for: Businesses wanting to streamline their marketing efforts and personalize communication with leads.

6. Public Relations (PR) Agencies:

• Services: While not strictly focused on lead generation, PR agencies can help B2B companies build brand awareness, establish thought leadership, and generate positive media coverage. This can indirectly contribute to demand generation.
• Ideal for: Businesses wanting to enhance their brand image and credibility within their industry.

Here’s where B2B demand generation agencies come in to offer significant advantages:

• Expertise and Best Practices: Agencies specialize in demand generation and stay up-to-date on the latest trends, technologies, and marketing channels. They can bring fresh perspectives and proven strategies to your campaigns.
• Precise Audience Targeting: Agencies have the resources and tools to conduct in-depth market research and create detailed buyer personas. This allows them to target your ideal customers with laser focus, maximizing your return on investment (ROI).
• Cost-Effectiveness: Building an in-house demand generation team can be expensive, requiring hiring specialists and acquiring marketing tools. Agencies can often be a more cost-effective solution, especially for smaller businesses.
• Scalability: Agencies can scale their services to meet your specific needs. Whether you’re launching a new campaign or need ongoing support, they can adjust their resources accordingly.
• Advanced Tools and Technology: Agencies often have access to sophisticated marketing automation tools and marketing analytics platforms. This allows them to track campaign performance, optimize strategies, and generate high-quality leads.
• Focus on Lead Quality: A good agency will prioritize generating qualified leads, not just a high volume of leads. This saves your sales team time and effort by focusing on leads who are more likely to convert into customers.
• Continuous Campaign Optimization: Agencies constantly monitor and analyze campaign performance, making adjustments to improve results over time. This ensures your campaigns stay effective and deliver the best possible ROI.
• Time Savings: Outsourcing demand generation to an agency frees up your internal team to focus on other core business functions. This can be a huge benefit for companies with limited resources.
• Industry Insights: Agencies have experience working with businesses in your industry. They can leverage this knowledge to develop targeted campaigns that resonate with your specific audience.
• Measurable Results: A reputable agency will provide you with clear metrics and data to track the success of your demand generation campaigns. This allows you to measure your ROI and make data-driven decisions.
• Collaboration and Support: The best agencies work collaboratively with your team, acting as an extension of your marketing department. They provide ongoing support and guidance to ensure your demand generation efforts are successful.

Overall, partnering with a B2B demand generation agency can give your business a significant competitive advantage. They can help you reach your target audience more effectively, generate higher quality leads, and ultimately drive sales and revenue growth.

What is an example of B2B demand generation?

Client: FinScale, a cloud-based accounting software company for small and medium businesses (SMBs).

Challenge: FinScale was struggling to generate qualified leads and convert them into paying customers. Their marketing efforts were scattershot and not targeted to their ideal customer profile.

Solution: FinScale partnered with a B2B demand generation agency, LeadGen Co., to develop a comprehensive demand generation strategy. LeadGen Co. conducted the following:

• Market Research and Buyer Persona Development: The agency conducted in-depth market research to understand the specific needs and challenges faced by SMBs in managing their finances. They then created detailed buyer personas to identify FinScale’s ideal customer.
• Content Marketing Strategy: LeadGen Co. developed a content marketing strategy that targeted FinScale’s buyer personas with valuable and informative content. This included blog posts, white papers, ebooks, and infographics focused on topics relevant to SMB accounting challenges.
• Search Engine Optimization (SEO): The agency optimized FinScale’s website and content for relevant keywords to ensure that SMBs searching for accounting solutions could easily find FinScale online.
• Lead Magnets and Email Marketing: LeadGen Co. created targeted lead magnets, such as ebooks and webinars, in exchange for contact information. They then nurtured these leads with informative email campaigns that educated them about the benefits of FinScale’s software.
• Marketing Automation: The agency implemented marketing automation tools to automate lead nurturing tasks and personalize communication based on a lead’s interests and behavior.

Results: Within one year of implementing the new demand generation strategy, FinScale achieved significant results:

• Increased Website Traffic by 70%
• Generated 5x More Qualified Leads
• Boosted Sales by 40%

Key Takeaways:

This case study demonstrates the power of a well-developed B2B demand generation strategy. By partnering with a qualified agency, FinScale was able to:

• Target the right audience with laser focus.
• Educate potential customers about the value of their product.
• Generate high-quality leads that converted into paying customers.

This ultimately led to a significant increase in sales and revenue growth.

How do B2B demand generation strategies work?

B2B demand generation works like a strategic funnel, attracting potential customers, educating them, and converting them into qualified leads that drive sales. Here’s how they work:

Boosting Brand Awareness:

• Content Marketing: Creating valuable content like blog posts, white papers, and infographics showcases your expertise and positions you as a thought leader in your industry. This content gets shared online and establishes brand recognition.
• Social Media Marketing: Engaging on relevant social media platforms allows you to connect with potential customers, share your content, and build brand loyalty.
• Public Relations (PR): Securing media placements and positive press mentions increases brand visibility and builds trust with potential customers.

Generating Higher Quality Leads:

• Targeted Content: By understanding your ideal customer profile (buyer persona) and their pain points, you can tailor content that directly addresses their challenges. This attracts leads who are a good fit for your product or service.
• Lead Magnets: Offering valuable resources like ebooks or webinars in exchange for contact information allows you to capture leads who are actively interested in what you have to offer.
• Search Engine Optimization (SEO): Optimizing your website and content for relevant keywords ensures that potential customers looking for solutions can easily find you.

Driving Sales and Revenue:

• Lead Nurturing: Once you have leads, you need to nurture them with relevant content and communication that educates them further about your product or service and guides them through the buyer’s journey.
• Marketing Automation: Marketing automation tools can automate lead nurturing tasks, such as sending targeted emails based on a lead’s interests and behavior. This helps convert leads into paying customers more efficiently.
• Sales Enablement: Providing your sales team with high-quality leads and content that addresses customer pain points allows them to close deals faster and generate more revenue.

By implementing these strategies, B2B demand generation creates a win-win situation. You attract potential customers who are a good fit for your business, nurture them into qualified leads, and ultimately drive sales and revenue growth.

12 best B2B demand generation agencies

Agency Name	Type of Agency	Services Provided	Website
Pepper Global	Full-Service	Strategy, Content Creation, Campaign Execution, Lead Nurturing, Performance Measurement	https://www.peppercontent.io/global-marketing-leaders/
TopRank Marketing	Content Marketing	Content Strategy, Content Creation (Blogs, Articles, Whitepapers), Content Distribution	https://www.toprankmarketing.com/
SnapLogic	Lead Generation	Targeted Advertising, Telemarketing (optional), Lead Nurturing Campaigns	https://www.snaplogic.com/
DemandDrive	Marketing Automation	Marketing Automation Setup & Management, Lead Scoring, Personalized Communication	https://www.demanddrive.com/
Walker Sands	Public Relations	Media Relations, Brand Building, Content Marketing (for PR purposes)	https://www.walkersands.com/
The Pedowitz Group	B2B Healthcare Marketing	Strategic Planning, Content Marketing, Public Relations	https://www.pedowitzgroup.com/about-tpg/
ANNUITAS	B2B Revenue Marketing	Demand Generation Strategy, Lead Management, Sales Enablement	https://www.annuitas.com/
Velocity	B2B Industrial Marketing	Industrial Content Marketing, Public Relations, Lead Generation	https://velocityagency.com/
Vertek	B2B Fintech Marketing	Content Strategy & Creation, Demand Generation, Marketing Automation	https://www.vertek.com/
MarketScale	B2B Technology Marketing	Content Marketing, Account-Based Marketing, Public Relations	https://marketscale.com/
DemandGen	Account-Based Marketing (ABM)	ABM Strategy, Targeted Content Creation, Account-Based Advertising, Direct Outreach	https://www.demandgen.com/
Snap Agency	Lead Generation	Lead Generation Campaigns (Social Media Ads, Content Marketing), Lead Qualification, Lead Nurturing	https://www.snapagency.com/

Remember, this is not an exhaustive list, and the best approach is to research each agency and see how their services align with your specific needs and budget.