The data-driven demand generation services
More pipeline, less praying for clicks.
In everything we do, our objective is to help you manage your demand generation process so you can focus more on the things that really matter to you: run your business while knowing we got your back. Get a peek behind the curtain to see how our process works for SaaS & Tech companies.
Audience-first strategy
Talk to the right people, not just more people.
We build your demand generation systems around real buyer behavior, not vague personas or made-up funnel diagrams. Using actual market data, we identify who’s ready to buy, what they care about, and how to reach them without yelling.
Content with a job to do
No buzzwords. No “fluffy rabbits” blog posts.
We create and distribute strategic content that drives awareness, builds trust, and moves people through the funnel, from “never heard of you” to “we should talk.” Think campaigns with clear objectives and tactics, not just content calendars.
Multi-channel with intent
Because your buyers aren’t all hanging out in one place.
We build cross-channel strategies that show up where your audience already is: search, social, email, events, media, you name it. Each channel has a clear role, and everything connects back to your goals.
What demand generation means (and why it matters for B2B tech)
Nobody wakes up one morning and says, “Let me Google a solution I’ve never heard of.” That’s not how modern B2B buyers work. They do their homework. Quietly. Over time. And if you’re not already in their line of sight by then, you’re (most probably) out.
This is where demand generation steps in, like a pro. Done right, it helps your brand show up before the RFP, before the shortlist, before they even realize they’re in the market for what you are selling. It builds trust in the background, step-by-step, so when the timing is right, your name isn’t new. It’s already familiar and top of mind.
For B2B tech companies, this means showing up where your buyers are reading, learning, debating, and, why not, lurking (yup, spoiler alert: a lot of your potential customers do not post, but they read and interact on social media). Not interrupting, but contributing. Not “raising awareness,” but earning attention.
We design demand generation strategies, tactics, and campaigns that do exactly that. Systems and funnels built on research, content with purpose, multi-channel campaigns, and timing that’s more signal than random fluff content. The kind of marketing that makes your sales team’s job easier, because by the time someone’s ready to talk, they’ve already bought into the story.
You don’t need more noise. You need to become the obvious choice. Let’s get you there.
When other agencies rely on assumptions, we use real business data.
With access to 110M+ companies, 200M+ people profiles, and 200+ firmographic attributes across 191 countries, we make decisions based on data, not gut feeling.
Our insights are powered by cutting-edge platforms like Veridion and Apollo.io, ensuring fresh, accurate, and actionable data. The result? Faster decisions, better targeting, and no wasted budget.
Make smarter marketing moves. Let data lead the way.
Companies
People Profiles
Company Attributes
Coutries
We work
best with
Enterprise SaaS
Personalized ABM strategies for enterprise SaaS providers. We help you bridge the gap between marketing and sales by targeting the right accounts to drive growth.
Data Companies
Precision-targeted campaigns for data-driven companies. We make sure your message reaches the right decision-makers at the right time, every time.
Software Companies
Turning your software into a must-have. Our ABM tactics are engineered to secure the clients you need, with precision and predictability.
The process: how we build demand generation that earns attention (and pipeline)
Most buyers aren’t actively searching for a solution when they first come across your brand. Which means shouting louder doesn’t work. And neither does hoping a paid ad will do the heavy lifting.
The kind of demand generation process (and implementation, d’oh) that drives real interest and qualified pipeline isn’t built on tricks. It’s built on understanding how your audience thinks, what they really need to achieve, their tone of voice, and when, what, how, where to say it. Add research, timing, strategy, and a proper content engine and you’ve got something predictable.
Here’s how we put that together, step by step.
01. Discovery workshop
Before we build anything, we ask questions, we listen, we understand. This workshop helps us understand your product, your market, your internal structure, and what “growth” actually means for your team. No assumptions. Just a real conversation to get aligned on where you are and where you want to go.
We break down your business model, ideal customer profile, sales process, competition, and existing marketing efforts to uncover opportunities and roadblocks. This isn’t about following a generic framework—it’s about understanding where your company stands and what needs to happen to drive real growth.
By the end of this workshop, we’ll have a clear, data-backed direction that guides every step of your lead generation strategy. Everything we build from here is based on insights, not assumptions.
02. Project setup
Now that we know where we’re going, it’s time to set up everything needed to get there. This phase is all about structure, systems, and making sure nothing falls through the cracks.
Lead generation works best when everything is structured from the start. Without the right setup, leads disappear, follow-ups get forgotten, and marketing turns into an expensive guessing game.
We begin by setting up or optimizing your CRM, making sure it captures, organizes, and tracks every lead properly. No more scattered contacts or lost opportunities. Every interaction is logged, every deal stage is visible, and automation takes care of the follow-ups that would otherwise slip through the cracks.
Next, we bring in the right tools for the job: outreach automation, email sequences, LinkedIn prospecting, intent data platforms, and analytics dashboards. Every tool serves a purpose, keeping your pipeline flowing without overwhelming your team with unnecessary complexity.
To keep everything accessible, we organize Google Drive and Notion as your go-to hubs for documentation, reports, and workflows. No more digging through endless email threads or guessing where the latest campaign update went. Everything is structured, clear, and built for execution.
03. (First month) Demand Generation Strategy Design
This is where strategy turns into structure. In this step, we finalize the full demand generation blueprint and prep everything needed for execution: targeting, channels, messaging, content structure, lead flow, and campaign architecture.
Main objectives:
Build a complete, custom strategy aligned with your business goals and ICP
Map out the entire buyer journey: from awareness to qualified lead
Define the content mix, messaging pillars, funnel design, and KPIs
Prepare tracking, lead scoring, and reporting so we know what’s working from day one
Project planning & first tests we will do before the strategy is delivered:
You will get access to a Google Drive where you will find everything we create for you.
First thing you will get is a detailed excel file with the project planning, stages, steps and status for each of them that we will update weekly. This way you will see at all times how the project is progressing.
You will also get a detailed process designed to find – connect – nurture – convert potential clients through proven B2B demand generation tactics designed for SaaS & Tech companies.
Market, competition, and internal resources & channels research
A comprehensive audit where we will research & map the market, the competition and the status quo inside the company, in terms of marketing & communication.
You will get a detailed file where we map out the audit & research as detailed as possible, so you can take action as soon as possible;
We look at your market, your internal assets and at your competition within the same industry, vertical and/or geography.
We map:
- Brand messages, Descriptors & marketing narratives
- Inspiration points
- What they do and how do they explain it
- The demand generation execution
- The sales execution and the lead generation execution
- Marketing & Sales funnels (if publicly available)
- Any other information we need to do the right demand generation for our clients
Ideal Customer Profile mapping to increase the velocity of your demand generation efforts
The IDEAL group of people that your brand is targeting, or hoping to attract, as customers
To design the ideal customer profile we use a detailed excel file where we map out the profiles as detailed as possible
This file helps you better understand who the client is, what needs and pains they have and how we cater to them.
We look over things like:
- Industry or company type combined with the job function
- ICP Description & Customer Persona
- Company details like: Company size, Location, Age of company, Team size, Annual revenue, Budgets, Experience and many others
- Demographics like: Location, Ocupation, Income, Education, Family Status, Lifestyle, Values, Interests & Hobbies, Opinions, Ways of thinking, Desires, Challenges and many others
Content Creation & Distribution Matrix
If we want to be performant in terms of demand generation, we will need to create a clear system to show exactly how the product is seen by the clients, what value it creates and how it achieves it’s value proposition.
We design a clear product definition system that combines elements like:
- Basic product assets: Brand Name, Brand Claim, Website (or websites if required for sub-products or cold outreach), Call-to-actions, Social media channels
- Product description, Product branding and positioning, Brand promise, Brand essence, Brand Personality, and Tone of Voice
- Business Model Canvas & Marketing Model Canvas
- Mindshare & Differentiators
- Services or Products and Customer matrix
- Value creation & Catalytic mechanisms
- Revenue Streams
- Hero’s Journey & Brand Archetype
- Content Creation Matrix based on distribution channels & the ideal customer profile (we make sure to deliver the right content, in front of the right people, at the right moment, in a form that is right for them)
- Content Distribution Matrix
- any other materials we need to have a clear and performant Product Definition System
Strategy Design
The strategy design deliverables are custom-made for each client, but it includes things like:
- Strategic approach
- Gap Definition Formula: Problem → Impact → Value proposition → Services
- Strategy
- Lead Flow Architecture: How we get customers from Stranger to Interested to Qualified to Client to Ambassador
- Funnels Architecture: From Marketing Lead to Marketing Qualified Lead to Sales Lead to Sales Qualified Lead
- Push vs Pull vs Educate vs Entertain tactics
- Clear & traceable tactics and actions
- Content Creation Matrix
- Social Media Mix
- KPIs & Control parameters
04. (Second month): Client onboarding and project start
With the strategy locked in, we move into execution mode. This step is all about setting the foundation for consistent delivery, clear communication, and zero confusion. We make sure your tech stack is ready, your team is synced, and your campaign assets are built and good to go.
Main objectives:
Set up CRM, automations, tracking, and lead nurturing flows
Build or adapt onboarding sequences, profiles, templates, and initial campaign assets
Align internal teams on workflow, timelines, and tools
Launch first campaigns or content pieces according to the roadmap
Marketing, Social Media and Content Distribution Automations setup
We review your current tech stack and improve it if needed. Your team will receive the necessary training and we’ll setup everything required to create, deploy, learn, improve, and iterate to get the best results possible, with the less stress for you.
- CRM setup
- Lists & automations setup
- Onboarding sequences setup
- Tracking and analytics setup
- Lead nurturing and scoring criteria
- etc
Demand Generation & Communication assets creation
We create all the materials needed to start the project. Obviously, it depends on what already exists, project specifics, strategy and channels, but usually we create:
- Brand messages, Descriptors & marketing narratives
- Profile refresh designs
- Templates
- Scripts
- Landing page structures
- Offer & Lead magnets (according to deployment plan and focus calendar)
05. (6 to 12 month): Monthly Ongoing Sprints
- We design, create and optimise the content, as agreed according to ongoing contract, strategy, content distribution channel, frequency and requirements
- Content distribution: We execute multi-channel demand generation plans to bring in leads matching your Ideal Customer Profile
- Performance Marketing: We set up ads on relevant channel and use data-driven optimisation to bring in the maximum number of people to our content, so we can onboard them into the lead generation & conversion funnels.
Start a project with us
Marketing shouldn’t feel like throwing darts in the dark. If you’re tired of campaigns that don’t convert, leads that go nowhere, or strategies that look good on paper but flop in reality, we get it. The problem isn’t the effort. It’s the approach. Let’s cut through the noise, ditch the chaos, and deliver some real data-driven results.
13+
Years of experience. We've been around since 2012.
9m
In pipeline revenue generated for our clients.
70+
Amazing worldwide clients trusted us with their marketing.
5+
Years average client engagement with our agency.
How does the strategy design work for B2B?
The reality? Most businesses struggle with unpredictability. Some months are great, others feel like a drought. Sales teams chase prospects who were never serious, while marketing tries to figure out why last quarter’s “big idea” flopped. It’s frustrating. It’s exhausting. And it’s a massive waste of budget.
Your business needs more than just blah-blah-blah leads. It needs the right opportunities with decision-makers who need what you offer.
It doesn’t have to be this way. With the right strategy, every effort moves you closer to growth. Instead of guessing where to focus, you know exactly who to target, what to say, and when to reach out. Instead of chasing cold leads, you attract engaged prospects ready to have real conversations.
Predictability replaces uncertainty. Clarity replaces frustration. Growth becomes a process, not a gamble.
Content marketing
We believe that content marketing is a powerful tool for connecting with your customers and engaging them on an ongoing basis. We use our expertise in the art of storytelling to create content that is relevant, useful, and tailored to your target audience. Our mission is to build deep relationships between our clients and their customers by creating conversations that matter, stories that engage, and visuals that inspire. We focus on quality over quantity and emphasize the importance of delivering value to customers. We strive to make sure our content connects with its intended audience and makes a lasting impression.
Long-form articles
Creating highly valuable, engaging and shareable content is the best way to position yourself and your business as experts in your industry, but also to acquire traffic and eventually leads for you SaaS & Tech company.
Lead magnets
From eBooks to cheatsheets, white papers, checklists, free templates, workbooks, swipe files, infographics any many other Top-of the-funnel resources, we got you covered. We handle everything from the idea to content creation, implementation and propagation, so you can focus on growing your business.
Social media management
For a long time social media has been viewed as a great tool for marketing B2C leading to the belief that it could not bring good results in B2B as well. From our experience this belief comes from the tendency to use in B2B the same tactics that are commonly used in B2C. While they share similarities, the differences are significant.
Marketing successfully to B2B through social media starts with a well designed strategy that incorporates business objectives, accurately maps the decision making unit and the ideal customer profile, and sets relevant pillars and KPIs. This is an important step even if in the case of LinkedIn Authority & Brand Building projects which are just a small part of everything that a business needs to do to stay ahead of the competition.
Content pillar development
Social doesn’t work without substance. We define your core content pillars based on your ICP’s interests, industry relevance, and your strategic positioning, so your posts aren’t just “active,” they’re consistent, on-message, and built to spark the right kind of attention over time.
Profile strategy & distribution system
Execute targeted multi-channel campaigns, track engagement, and continuously optimize to maximize conversions and ROI.
Interactive content
Such as calculators, quizzes, trivia, surveys, idea generators, and other top of the funnels tactics to pre-qualify and qualify leads before they start their journey through your marketing & sales funnels. The interactive content is also an essential sales enablement tool.
Because sometimes static content isn’t enough. Interactive tools give your audience a reason to lean in, engage, respond, and self-qualify. Whether they’re calculating costs, assessing fit, or just exploring what’s possible, interactive content turns passive scrollers into active prospects.
Pre-qualification tools
We create top-of-funnel assets like quizzes, scorecards, or interactive checklists that help filter out the curious from the serious. You get better data. They get a clearer path forward. Everyone wins.
Sales enablement support
Our tools aren’t just for lead gen. They’re built to support your sales team too. Calculators, ROI estimators, onboarding tools, everything we design gives your team more context and gives your leads more confidence.
Marketing funnels
Our funnels are custom-built to match how your audience researches, compares, and decides. Strategies that guide your buyers from first click to closed deal.
Each stage of the funnel is mapped, tested, and refined, from lead magnets and nurture sequences to conversion paths and handoff points. Everything works together, and everything has a job to do.
Funnel architecture & segmentation
We build funnels tailored to each segment of your audience: awareness, consideration, decision. Every step is aligned with buyer intent and tied to measurable outcomes.
Optimisation & expansion
Once your funnel is live, we monitor, test, and refine. From copy tweaks to vertical-specific flows, we constantly improve what’s there—and explore new angles to scale what works.
How do you know you this will work?
It’s not a random set of campaigns or someone’s “growth hack of the month.”
It’s a strategy built on research, tested frameworks, and a full view of how your buyers behave. We work with SaaS and B2B tech companies that care about long-term, sustainable growth—and who want a system they can rely on, not chase.
You’ll benefit if:
• You want a demand gen system, not just a campaign
• You’re ready to invest in marketing that compounds over time
• You have the team, budget, or vision to support a real strategy
• You want a partner who builds it with you—not around you
We’re probably not a fit if:
• You’re hoping for leads next week
• You want quick wins and cheap clicks
• You’re looking for plug-and-play tactics or copy-paste playbooks
• You measure success in impressions, not pipeline
*Please note that if we do not get clear details and accurate info, you might not get a reply from us!
Nice to meet you, amazing human! Fill out this super short form and start your journey!
Welcome to our cozy data-driven digital marketing studio for bold B2B tech companies.
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You can contact us using this form on the right or you can send us an email at hello (at) milkandcookies (dot) studio.
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