Demand Generation Channels

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Mark Roberge (Stage 2 Capital) provides a comprehensive overview of the most common Demand Generation Channels you can choose from as a startup. Let’s dive in.

What is Demand Generation?

True marketing enthusiasts will recognize that Demand Generation is often a combination of three of the traditional marketing 4Ps: Communication, Distribution, and Product. Demand Generation is a fancy term, frequently employed in B2B tech startups, to talk about activities aimed at generating demand (i.e., leads, visitors, potential clients who 'raise their hands') higher up in the funnel. These leads can be easily nurtured or captured by marketing and sales. Demand Generation usually means for the CEO, CFO, etc. quantifiable marketing activities that have a positive impact on pipeline generation (B2B) or customer acquisition (B2C). In my experience, true long term brand building (via mass advertising for example) is not really what people mean by Demand Generation. Though it generates demand.

Are there other demand generation channels?

These 6 groups cover dozens of small tactics. It’s good start. But some tactics could be distinct channels/groups as they are frequently used as the sole demand generation channel for many startups.

PR

Press Relations – a subset of communications – fits well in the Paid bucket. But in my experience, is a channel in itself that requires a very different toolset and mindset than running ads on Facebook or SEM campaigns on Google. PR is particularly important when you prospective clients all read the same industry media or are influenced by thought leaders on podcasts, blogs, magazines, events. You’d want to use good PR to be mentioned there. PR then fuel Inbound and helps with SEO; and complements Outbound, AMB & Partner channels.

Events

Digital events (webinars), in-person, and digital events that you sponsor or attend yourself (trade shows, conferences), or ones that you create (summits, training), are all paid channels. Events deserve a category, in my opinion, because they require a lot of resources, and it's not just a tactic you add—you need to go all in on this channel. You're going to hit the road and do trade shows (and network a lot) or start hosting a weekly/monthly webinar, etc. It's all just lead generation through networking, and it leads to inbound, but it's good to see it as a channel on its own.

Social/Community

Here, I agree with the article. Social/community is just Inbound. By creating content or fostering a community, you stay top of mind, position yourself as an expert, so people to reach out to you when they are in the market for your products/services.

Personal network

The #1 channel for most B2B startups, personal network is really just Outbound. Finding early customers through former colleagues and early employee connections is extremely effective when you know the space well and already have credibility. It goes a long way–but it has limits as you scale.

How to pick the best channels?

If you are a startup, choose carefully, 1-2 channel should be more suite for your industry/type of client/sales cycle/budget.

The main filter is: where are your clients when they are in a consideration or buying mood for your category of products? Also: how are they seeking information–and are they seeking information at all? For complex B2B software, procurement will seek the best solutions. For low-involvment B2C products, people won’t be looking for solutions, you’ll have to interupt them in their routine.

Pick channels that reinforce your strengths and tactics that fit your style. You love to write online? Consider Inbound. You love to talk & network? Consider Outbound. You are an ex-digital ads guru? Consider Paid.

Voilà.

‘Choose wisely, for while the true Grail will bring you life, the false Grail will take it from you.’


B2B Startup Marketing: The Best Ressources, Blogs, Podcasts

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Like many, I began my journey in B2C marketing. My first ventures into marketing were personal projects; I didn't even know the distinction between B2C and B2B at the time. I just put my work out there and aimed to make it easily accessible.

A decade ago, I helped launch Elevent, the leader in corporate sponsorship valuation and management software. Over the past years, as we’ve been fine tuning marketing, I realized B2C tactics were useful but the real unlocks came from the strategic layer: target customer, value propositions, strategies, objectives, measurement techniques, etc.

B2B is ‘same same, but different’.

With that in mind, I've curated B2B marketing blogs and podcasts that have sharpened my thinking. This list leans towards early-stage technology and software businesses, reflecting my primary focus over recent years. By tapping into these resources, you'll gain inspiration, practical tools, and time-tested strategies—it's a masterclass in B2B marketing.

Kellblog

Written by the great Dave Kellogg, this blog covers topics related to starting, leading, and scaling enterprise software startups. You’ll find in-dept content on business strategy, marketing, crafting the right message, leadership, SaaS indicators, go-to market approaches, and securing VC funds. Buckle up, you will need a few reads on most articles.

LinkedIn B2B Institute

The B2B Institute researches new approaches to B2B growth and is committed to introducing new strategies for growth that expand beyond tactical short-term thinking to help the B2B industry take the long view.

Roger Martin

Roger L. Martin is a writer and a strategy advisor to global CEOs. In 2017, he was named the #1 management thinker in the world. He is also a former Dean of the Rotman School. He co-authored the seminal book on Strategy, 'Playing to Win,' with A.G. Lafley, the former CEO of Procter and Gamble.

You read Roger Martin to deeply understand business strategy and feel solid that you can see how all the business cogs work together–not to read his latest take on the latest PLG/SLG/3-letter-acronym B2B sales motion.

Bessemer Venture Partners

BVP is an American venture capital and private equity firm headquartered in San Francisco. Their blog (Atlas) is a great reference, especially on pricing and scaling strategies.

Exit Five Podcast

Dave Gerhardt, ex-startup CMO, along with special guests, delves into marketing insights to elevate your business's revenue and advance your marketing career. While the focus is predominantly on B2B SaaS, marketers from all sectors will find valuable takeaways.

April Dunford

A globally recognized leader in positioning. April led teams at seven successful B2B technology startups and ran big teams at IBM, Siebel, Sybase, and others.

SaaStr

SaaStr is the world’s largest community of SaaS executives, founders, and entrepreneurs. It has grown its offerings to include events, a co-selling space, an investment fund, and an e-learning platform. The blog is quite good and I like that it’s often tactical advice based on experiences. It’s a good counter balance to marketing science and abstract theory.

DemandMaven / Asia Orangio

A marketing consultancy that works with early-stage SaaS companies on their go-to-market strategies and product-market fit, DemandMaven is led by Asia Orangio. They consistently share thoughtful and practical advice on messaging, channels, funnels, and tactics, effectively answering the questions posed by early-stage B2B marketers.

RightPercent

RightPercent is a specialized, high impact, B2B ads partner. The team is quite generous and regularly share their knowledge and experience on all things B2B ads.

PoweredBySearch

This B2B marketing agency is known for its excellent thought leadership in all aspects of digital marketing—SEO, PPC, Paid Social. They go beyond providing tactical advice, such as optimizing ad spend, and offer valuable insights on positioning, messaging, and budgeting.

It took me some time to find the right sources and move beyond tactical advice from biased vendors on 'generating B2B leads'. If you know, you understand. I prefer having a mix of researchers, managers, and channel experts. It's essential to triangulate their perspectives to get closer to the truth.

Thanks to these experts and practitioners. Please, subscribe and share their stuff.