Demand Generation

Service description

Demand generation builds and runs the programs that create and nurture interest in what a business sells: email and webinar campaigns, gated content, account-based outreach and retargeting, plus the handoff of qualified leads to sales. A provider typically designs the programs, runs them across channels, scores and routes leads, and reports on the pipeline they create.

Common industries

Applies to B2B companies with a considered, multi-step sales cycle.

ROI

Focused on the metric that matters (pipeline), not vanity reach; value scales directly with revenue impact.

Benefit

Build and run the multi-channel programs that generate and nurture pipeline — campaigns, ABM, and marketing ops working together.

Why get it

Most buyers aren't ready when they first hear from a business. A steady program keeps the business in front of them until they are, which feeds the sales pipeline. Outreach by email, phone and text is regulated, so how leads are contacted matters.

When you benefit

Ongoing: programs run as campaigns that launch, run and are reviewed on a regular cycle, often quarterly.

What it costs

Typically a monthly retainer.

When you pay

Often a monthly retainer for program management, with media and tool costs billed to the business. Some providers add fees tied to qualified leads or meetings booked. A setup fee may cover the initial strategy and systems.

Other costs

Ad spend, marketing automation and CRM software, any purchased contact lists, event or webinar costs, and content production for campaigns.

Risks to know

Contacting people who haven't agreed, or ignoring opt-outs, can break federal email, call and text rules, and the business stays responsible even when a vendor sends the messages. Purchased lists need the same permission checks. A second risk is measuring activity rather than pipeline, so spending rises without sales.

When risks arise

Compliance problems start the moment a campaign launches and can build up message by message. Pipeline results lag because buying cycles are long, so a weak program may take a quarter or more to show.

The process

The provider agrees targets and audiences with the business, builds the campaigns and the lead-scoring and handoff rules, and launches across the chosen channels. It tracks leads through to sales opportunities, reports on pipeline created, and adjusts the programs on a regular review cycle.

Your commitment

The business defines its ideal customer, offer and sales process, gives the provider access to its CRM and sales team, and agrees what counts as a qualified lead. It supplies approved messaging and confirms how contact permission was obtained for every list used.

Documents to gather

• A description of your ideal customer and your sales stages
• Access details for your CRM and email platform
• Existing campaigns, content and results
• Records of how contacts on your lists agreed to hear from you

Helpful reading

• CAN-SPAM Act: A Compliance Guide for Business — Federal Trade Commission
• Direct marketing guidance (United Kingdom) — Information Commissioner's Office

Further research

• 15 U.S. Code Chapter 103 — CAN-SPAM Act: controlling the assault of non-solicited pornography and marketing (federal)
• 16 CFR Part 316 — CAN-SPAM Rule (federal)
• 47 U.S. Code § 227 — Restrictions on use of telephone equipment (federal)
• 47 CFR § 64.1200 — Delivery restrictions: consent and do-not-call rules for calls and texts (federal)