B2B demand generation is the lifeblood of modern tech companies, but most struggle with a fragmented approach that leaves money on the table. This article breaks down the six essential steps every B2B tech company needs to master, from overcoming initial unawareness to closing deals.

We’ll walk through a proven framework that helps you build trust with potential customers, nurture them through their buying journey, and create a predictable pipeline that scales. Whether you’re a SaaS startup or an established tech company, understanding this process will help you generate more qualified leads and close more deals.

We’ve implemented these six demand generation steps (or at least some form of these steps, aligned and personalized depending on the client, campaign goals, and available resources) across 25+ campaigns in the past 3 years, working with clients such as SAP, Veridion, Essensys, LiftUp Solutions and others. With this approach, B2B tech startups typically see initial results in the first 3 to 5 months, with lead quality improvements of 15-30% without adding headcount. Sure, some might see better results, some might see lower results, but these are good ballpark numbers to start with and set your benchmarks when planning your next campaign.

In one campaign for a SaaS client, we managed to increase qualified leads by 17% in the first 3 months using this approach. For some, these numbers might look small compared to the bodacious claimed figures that some gurus use. But this increase led to 1 new client without needing extra resources or budget. Just improving what they were already doing. The biggest lesson we learned: skipping proper audience research costs you. For example, in one funnel audit we did, a campaign generated 560 leads but only 23 were qualified.

After working with B2B companies across different sectors and seeing what actually works versus what sounds good in theory, we’ve learned that sustainable growth comes from consistent execution with a clear plan.

Let’s start with the status quo:

The average B2B buyer consume an average of 13-20 pieces of content before making a purchase decision. But here’s what most miss: the sequence and format matter as much as than quantity of the content consumed.

What are the six steps in the B2B demand generation process?

The B2B demand generation process consists of six interconnected steps that guide potential customers from initial awareness to purchase decision. These steps create a systematic approach to building trust and connection with your target audience and generating qualified leads for your sales and marketing teams.

What is demand generation for B2B tech companies?

Demand generation for B2B tech companies (yeah, sorry for this, but our SEO colleague requested to start this paragraph exactly like this as we have to feed the algorithms too) is a pretty cool and somewhat comprehensive marketing strategy that creates awareness and interest in your product or service among your ideal customers. Sounds simple, right? It kind of is, in principle. It becomes more complex when you actually start the implementation.

Unlike good old lead generation, demand generation focuses on building long-term relationships and establishing your company as a trusted solution provider for their problem.

For B2B tech startups, this process is particularly important and valuable because the decision-makers that work at your targeted prospects need time to evaluate the problem, the impact, the solutions, involve multiple stakeholders in the decision making process, and justify any significant investments. The process encompasses everything from content marketing and brand awareness to nurturing prospects through complex sales cycles that can last months or even years.

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Benefits of demand generation marketing

Performant demand generation strategies (yup, the ones that actually generate predictable and quantifiable results) help B2B tech companies build trust with their target audience while demonstrating value before prospects are ready to buy. This approach makes sure that when potential customers do enter the market, your company is top-of-mind and positioned as the preferred solution.

Demand generation vs. lead generation

While these terms are often used interchangeably, demand generation and lead generation serve veeeeery different purposes in your marketing funnel. Yes, fundamentally they’re both supporting strategies for growth. But the way they work is super different.

Lead generation focuses on converting prospects who are already showing buying intent, typically through forms, gated content, and direct response tactics that capture contact information.

Demand generation takes a broader approach, focusing on creating awareness and interest among your entire target market, not just those ready to buy today. It builds the foundation that makes lead generation more effective by warming up prospects before they engage with your sales team.

The key difference lies in timing and scope. Lead generation focuses on the bottom of the funnel where prospects are evaluation-ready, while demand generation starts much earlier in the customer journey. Successful demand generation efforts make your lead generation more effective by ensuring prospects already know and trust your brand when they’re ready to evaluate solutions.

Both strategies work together as part of your overall B2B marketing approach. Demand generation creates the pipeline of future leads that are pre qualified, while lead generation converts those who are ready to buy now.

What are the 4 Stages of Demand Generation process for B2B tech companies

The demand generation process follows four distinct stages that mirror how B2B buyers actually make decisions. Each stage requires different marketing strategies and content approaches to effectively move prospects forward.

Stage 1: Unawareness

Defining Unawareness in Demand Generation

The unawareness stage represents the largest portion of your target audience, potential customers who either don’t know they have a problem, don’t understand the implications of their current situation, or simply haven’t heard of your company. These prospects aren’t actively searching for solutions, making traditional lead generation tactics ineffective.

In B2B tech startups, this stage is particularly important because many solutions that are innovation focused address problems that companies didn’t even know existed. For example, before cloud computing became mainstream, many businesses weren’t aware of the hidden costs and risks of maintaining on-premise infrastructure.

Understanding this stage helps you identify the total addressable market for your product or service. It also reveals opportunities to educate your market and position your company as a thought leader who helps businesses understand emerging challenges and opportunities.

Strategies to Overcome Unawareness

Create awareness through educational content marketing that highlights industry challenges without immediately pitching your solution. This might include research reports, industry surveys, and thought leadership articles that establish your company as an expert voice in your space.

Social media marketing and content strategy play crucial roles here, particularly on platforms where your target audience consumes business information. LinkedIn, industry publications, and relevant online communities are key channels for reaching unaware prospects.

The goal isn’t to generate immediate leads but to build brand awareness and establish credibility. This approach ensures that when prospects do recognize they need a solution, your company is already on their radar as a trusted information source.

Stage 2: Interest

The Role of Interest in Demand Generation

Once prospects become aware of their challenges or your company, they enter the interest stage. Here, they begin actively seeking information and exploring potential solutions. This stage represents a significant opportunity because prospects are more receptive to your messaging but haven’t yet formed strong preferences for specific vendors.

The interest stage is where content marketing becomes particularly powerful. Prospects want to understand their options, learn about best practices, and see how other companies have addressed similar challenges. They’re willing to engage with your content in exchange for valuable insights.

This stage often lasts the longest in B2B buying cycles because prospects need to build internal consensus and justify the need for change. Your role is to provide the information and tools they need to make a compelling case within their organization.

Techniques to Spark Interest

Develop comprehensive content that addresses the pain points and opportunities your prospects face. This includes case studies showing how similar companies achieved success, comparison guides that help prospects evaluate different approaches, and educational webinars that provide actionable insights.

Email marketing becomes valuable here as prospects willingly opt-in to receive relevant information. Create nurturing sequences that provide ongoing value while gradually introducing your solution as prospects move through their evaluation process.

Account-based marketing tactics can be particularly effective for high-value prospects in this stage. Personalized content and targeted campaigns help build stronger relationships with key accounts and their stakeholder groups.

Stage 3: Evaluation

Understanding the Evaluation Stage

The evaluation stage is where prospects actively compare solutions and vendors. They’ve moved beyond general education and are now focused on finding the best fit for their specific situation. This stage typically involves multiple stakeholders and formal evaluation processes.

In B2B tech, this stage often includes technical evaluations, pilot programs, and detailed ROI analyses. Prospects want proof that your solution will work in their environment and deliver the promised results. They’re also evaluating your company’s ability to serve as a long-term partner.

This stage requires close coordination between your marketing and sales teams. Marketing efforts should support the sales process by providing the materials and information prospects need to make confident decisions.

Effective Evaluation Techniques in Demand Gen

Provide detailed product demonstrations, free trials, or pilot programs that let prospects experience your solution firsthand. This hands-on approach is often crucial for closing B2B tech deals where the stakes and complexity are high.

Develop comprehensive resource libraries that address common evaluation criteria. This might include technical specifications, security documentation, integration guides, and detailed case studies that show measurable results.

Lead scoring and marketing automation help identify when prospects are ready for direct sales engagement. Look for behaviors like downloading multiple resources, attending demos, or visiting pricing pages as signals of evaluation readiness.

Stage 4: Purchase

The Final Stage: Purchase

The purchase stage is where prospects make their final decision and complete the buying process. However, in B2B tech, “purchase” often involves complex contract negotiations, implementation planning, and stakeholder approval processes that can take weeks or months to complete.

Your demand generation efforts don’t end when prospects reach this stage. You need to support the sales team with materials that address final objections, shows ROI, and provide the social proof needed to finalize the decision.

This stage also sets the foundation for customer success and potential expansion opportunities. The experience prospects have during the purchase process significantly impacts their long-term satisfaction and likelihood to recommend your solution.

Ensuring a Smooth Transition to Purchase With Marketing Strategies

Streamline the purchase process by providing clear next steps and removing unnecessary friction. This might include simplified contracts, flexible payment terms, or comprehensive onboarding support that reduces the perceived risk of buying from your company.

Develop case studies and references that specifically address the concerns prospects have at this final stage. Social proof from similar companies or testimonials from satisfied customers can provide the confidence needed to move forward.

Align marketing and sales teams to ensure consistent messaging throughout the purchase process. Any disconnect between marketing promises and sales delivery can derail deals at the final stage.

Finallly, what are the first 6 steps in B2B demand generation strategy creation?

As you might know, creating an effective & efficient B2B demand generation strategy requires a systematic approach that builds on solid foundations. These six steps ensure your efforts are targeted, measurable, and aligned with your business objectives.

1. Define your demand generation objectives to build trust

Start by establishing clear, measurable goals for your demand generation efforts. These objectives should align with your overall business goals and provide specific targets that guide your strategy development and resource allocation.

A common goal of demand generation can include increasing brand awareness within your target market. Other successful demand gen objectives might include: a specific number of marketing qualified leads per month, reducing customer acquisition costs, or accelerating the sales cycle for key accounts.

Make your objectives SMART (Specific, Measurable, Achievable, Relevant, Time-bound). Instead of “increase awareness,” aim for “increase unaided brand recognition among target decision-makers by 25% within six months” or “generate 50 qualified leads per month within the next quarter.”

2. Define your target audience as detailed and data driven as possible

Understanding your target audience is super important for demand generation marketing that converts. Create detailed buyer personas that go beyond basic demographics to include challenges, goals, buying behaviors, and preferred information sources. Try to create it based on real data, not on gut feeling. Sure, if you do not have access to good quality data you can try to make sume assumptions, but focus on gathering data as soon as possible.

For B2B companies, consider the entire buying committee, not just the primary decision-maker. Technical evaluators, financial approvers, and end-users all play roles in the purchase decision and may require different messaging and content approaches.

Research where your target audience spends time online, what publications they read, which events they attend, and how they prefer to consume information. This intelligence informs your channel strategy and content development efforts.

3. Create a demand generation campaign like a pro

Develop integrated campaigns that guide prospects through the complete customer journey from awareness to purchase. Each campaign should have specific objectives, target audiences, and success metrics that roll up to your overall demand generation goals. If this is your first try, our recommendation is always to focus on one particular ICP and one solution. This way you can create the entire journey from the first touchpoint to the sale, learn, adapt, improve, and than create an SOP that is reusable for other verticals, pilar and services.

Usually it is easier to do this while focused and specific, than to start with multiple directions.

Plan campaigns around themes and challenges that resonate with your target audience rather than product features, so you can generate leads that are warmer. Focus on business outcomes and industry challenges that your prospects face, positioning your solution as the means to achieve their desired results.

Ensure campaigns include touchpoints across multiple channels and content types. A single blog post or email won’t generate demand, nor will it increase the lead conversion rate. You need consistent, valuable interactions that build trust and demonstrate expertise over time.

4. Optimize your distribution channels

Identify the most effective marketing channels for reaching your target audience and allocate resources accordingly. Different segments may respond better to different channels, so avoid a one-size-fits-all approach.

For B2B tech companies, effective channels often include content marketing through company blogs, search engine optimization for relevant industry keywords, LinkedIn advertising and organic content, email marketing to opted-in prospects, and industry events or webinars.

Test and measure performance across channels to identify where you’re getting the best return on investment. Continuously optimize your channel mix based on actual performance data rather than assumptions about where your audience should be.

5. Refine your lead nurturing flow

Develop nurturing sequences that provide ongoing value to prospects as they progress through the buying journey. Different segments and personas may require different nurturing approaches based on their specific needs and buying timeline.

Create content paths that gradually introduce prospects to your solution while continuing to provide educational value. The goal is to stay top-of-mind and build trust so that when prospects are ready to buy, they think of your company first.

Use marketing automation to scale personalization and ensure timely follow-up. Set up triggers based on prospect behavior to deliver relevant content and identify when prospects are ready for sales engagement.

6. Measure your success: demand generation metrics

Establish key performance indicators (KPIs) that measure progress toward your demand generation objectives. Track both leading indicators (like content engagement and email open rates) and lagging indicators (like qualified leads and closed deals).

Important demand generation metrics include website traffic from target accounts, content consumption rates, email engagement, lead quality scores, sales accepted leads, and ultimately, revenue attribution from demand generation efforts.

Create regular reporting that connects demand generation activities to business outcomes. This helps justify continued investment in demand generation and identifies opportunities for optimization and improvement.

SaaS demand gen strategies & process: tips & best practices (aka the Lowest hanging fruit)

For SaaS companies, certain demand generation tactics offer the highest return on investment and quickest results. Focus on these proven strategies to build momentum while developing longer-term initiatives.

Focus on organic search and generative engine optimization

Organic search remains one of the most cost-effective channels for B2B demand generation because prospects actively search for solutions when they recognize problems. Optimize your content for the keywords your target audience uses when researching challenges and solutions.

Generative AI tools are changing how people search for and consume information. Optimize your content to appear in AI-powered search results by creating comprehensive, authoritative content that directly answers common questions in your industry.

Create content clusters around core topics rather than individual keywords. This approach helps establish topical authority and improves your visibility for related searches that prospects might use throughout their buying journey.

Become an authority brand

Position your company as the go-to resource for information in your industry. This requires consistent creation of high-quality content that provides genuine value to your target audience without requiring them to buy anything.

Share insights from your customer data, industry research, and team expertise. Create original research, industry reports, and thought leadership content that other companies and publications will want to reference and link to.

Build relationships with industry influencers, journalists, and other thought leaders. These connections can amplify your content reach and provide social proof for prospects evaluating your expertise and credibility.

Optimize conversion rate and the user experience

Even the best demand generation campaigns fail if prospects can’t easily engage with your company. Audit your website user experience to identify and remove friction points that prevent prospects from taking desired actions.

Test different call-to-action approaches, landing page designs, and form lengths to maximize conversion rates. Small improvements in conversion rates can significantly impact the ROI of your demand generation efforts.

Ensure your website loads quickly, works well on mobile devices, and provides clear paths for prospects to get the information they need. Poor user experience can undermine even the best demand generation campaigns.

Nurturing and content marketing

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Develop comprehensive nurturing programs that keep prospects engaged between initial interest and purchase decision. Create content series that build on each other to gradually educate prospects about their challenges and your solution.

Personalize nurturing based on prospect behavior and characteristics. Someone who downloads a technical whitepaper may need different follow-up content than someone who attends a high-level webinar about industry trends.

Use email marketing, retargeting, and account-based marketing to maintain consistent touchpoints with prospects. The goal is to provide value while staying top-of-mind throughout their extended buying process.

What are the benefits of a great demand generation process for every B2B tech company

A well-executed demand generation process delivers multiple benefits that compound over time. These advantages make demand generation essential for sustainable growth in competitive B2B markets.

Improve brand awareness for successful demand generation:

Consistent demand generation efforts build recognition and trust within your target market. As prospects encounter your content and messaging across multiple channels, your company becomes associated with expertise and thought leadership in your industry.

Brand awareness creates a significant competitive advantage because prospects are more likely to engage with companies they’ve heard of previously. This familiarity reduces the sales team’s burden of establishing credibility during initial conversations.

Strong brand awareness also improves the performance of all other marketing activities. Email open rates, content engagement, and conversion rates all improve when prospects recognize and trust your company before engaging with specific campaigns.

Attract more qualified leads:

Demand generation attracts prospects who are genuinely interested in solving problems that your product or service addresses. This results in higher-quality leads that are more likely to convert and become satisfied customers.

Unlike cold outreach or generic advertising, demand generation attracts prospects who have already demonstrated interest by engaging with your content or responding to your messaging. These qualified leads require less nurturing and close at higher rates.

The educational approach of demand generation also helps prospects understand their needs better, making them more qualified when they do engage with your sales team. They arrive with better understanding of their problems and clearer expectations about potential solutions.

Increase overall revenue:

Effective demand generation creates predictable, scalable revenue growth by building a consistent pipeline of prospects moving through the buying process. This predictability helps with resource planning and business forecasting.

Demand generation also improves the efficiency of your sales team by providing them with warmer, more educated prospects. This leads to higher close rates and shorter sales cycles, increasing overall revenue per sales representative.

The compound effect of brand building through demand generation means that results improve over time. As your reputation grows and more content gets indexed by search engines, the same effort produces increasingly better results.

Demand Generation Process FAQ

What is digital demand generation?

Digital demand generation refers to using online channels and digital marketing tactics to create awareness and interest in your products or services. This includes content marketing, social media marketing, search engine optimization, email marketing, and digital advertising to reach and engage prospects throughout their buying journey.

Digital demand generation leverages technology and data to personalize experiences, track prospect behavior, and measure campaign effectiveness. This approach allows for more precise targeting and better optimization than traditional marketing methods.

What is the demand generation process?

The demand generation process is a systematic approach to identifying, attracting, and nurturing prospects through their complete buying journey. It encompasses all marketing activities designed to create awareness, generate interest, and ultimately drive purchase decisions for your products or services.

This process typically includes market research, content creation, multi-channel campaign execution, lead nurturing, and performance measurement. The goal is to create a predictable system for generating qualified leads and supporting sales efforts.

What is the rule of three for demand generation?

The rule of three for demand generation suggests that prospects typically need to encounter your brand or message at least three times before taking action. This principle emphasizes the importance of consistent, multi-touch campaigns rather than single interactions.

In practice, this means developing campaigns that include multiple touchpoints across different channels and content types. Each interaction should provide value while reinforcing your key messages and positioning.

What are the six steps in the demand generation process?

The six steps in the demand generation process are: 1) Define your demand generation objectives, 2) Define your target audience, 3) Create your demand gen campaigns, 4) Optimize your distribution channels, 5) Refine your lead nurturing flow, and 6) Measure your success through demand generation metrics.

These steps create a framework for systematic demand generation that builds over time and delivers predictable results. Each step depends on the others, so it’s important to develop them as an integrated system rather than isolated tactics.

How do you do demand generation?

Effective demand generation requires a strategic approach that combines audience research, content creation, multi-channel distribution, and continuous optimization. Start by understanding your target market’s challenges and information consumption habits, then create valuable content that addresses their needs.

Distribute this content through channels where your audience spends time, using both organic and paid tactics to maximize reach. Nurture prospects through email marketing and retargeting while measuring performance to identify what’s working and what needs improvement.

Are you looking to hyper scale and validate your SaaS SEO channel?

SaaS companies can achieve rapid growth through search engine optimization by creating comprehensive content that targets all stages of the customer journey. Focus on both short-tail keywords for awareness and long-tail keywords for specific use cases and comparisons.

Develop content clusters around your core topics to establish topical authority. This approach helps you rank for multiple related keywords while providing comprehensive information that prospects need to make informed decisions about your solution.

What are examples of demand generation activities for sales and marketing?

Common demand generation activities include creating educational blog content, hosting webinars and virtual events, developing case studies and white papers, running targeted LinkedIn advertising campaigns, implementing email nurturing sequences, and participating in industry conferences and trade shows.

These activities work together to create multiple touchpoints with prospects across their buying journey. The key is ensuring each activity provides genuine value while gradually introducing prospects to your solution and brand.

What does a demand generation manager do?

A demand generation manager oversees the strategy and execution of campaigns designed to create awareness and interest in company products or services. This role typically involves market research, campaign planning, content development coordination, channel optimization, and performance measurement.

Demand generation managers work closely with sales teams to ensure marketing efforts support sales objectives and provide qualified leads. They also collaborate with content creators, designers, and other marketing team members to execute integrated campaigns.

Is content marketing part of the demand generation process?

Content marketing is a fundamental component of demand generation, providing the educational and valuable information that attracts and nurtures prospects through their buying journey. Quality content establishes credibility, addresses prospect questions, and demonstrates expertise that prospects need to see before engaging with sales teams.

Effective demand generation requires consistent content creation across multiple formats and topics. This includes blog posts, whitepapers, case studies, videos, podcasts, and interactive content that serves different prospect preferences and stages of the buying process.

Key Takeaways for B2B Demand Generation Success

  • Start with clear objectives and audience definition – Without specific goals and deep understanding of your target market, even the best tactics will underperform
  • Focus on education over promotion – Prospects need to trust your expertise before they’ll consider your solution, so lead with valuable insights rather than sales pitches
  • Build an integrated approach – Single-channel campaigns rarely generate significant demand; success requires coordinated efforts across multiple touchpoints
  • Measure what matters – Track both leading indicators like content engagement and lagging indicators like revenue to understand what’s driving results
  • Optimize continuously – Demand generation is not a set-and-forget strategy; regular testing and refinement are essential for sustained success
  • Align marketing and sales teams – The most effective demand generation programs require close coordination between marketing efforts and sales processes to maximize conversion rates