B2B Demand
Generation Agency
For Explosive Growth

This all comes down to the differences between demand generation vs. lead generation. Lead generation is great for capturing the attention of prospective buyers who already know your company – but that’s a tiny minority of your potential customer base. Whether outbound (e.g., cold calling) or inbound (e.g., paid search ads), lead generation can only ever market to the percentage of your customer base that is already researching your industry.

A B2B demand generation agency, on the other hand, helps you reach out to the much larger majority of your potential customer base that doesn’t know that your solution exists to address their problem – or may not even know that they have a problem. High-quality demand generation services reach these customers where they are, spurring them to start researching your industry. Once they’re interested in your industry and potentially your products (demand creation), a demand generation agency will help put you in a strong position to be the solution they ultimately choose (demand capture).

A B2B demand gen agency tends to focus its demand capture efforts on keywords with high purchase intent, while a lead generation agency’s focus can also include low-intent keywords that are more likely to generate MQLs for a longer nurturing sequence.

Simply put, a skilled demand generation agency can dramatically increase the amount of available customers your business can sell to. Most prospective B2B buyers aren’t looking for your products because they don’t know that you exist – they might not even know that their business has a problem that your offering can solve.

A good B2B demand gen agency solves this. By reaching B2B decision makers where they are and the places they exist online, you convince them that their problem can be solved by businesses like yours. This expands your prospective audience by targeting clients who aren’t yet engaged with your industry, a much bigger slice of the pie than those who already are.

The timeline for seeing results from demand generation can vary depending on various factors such as your industry, your target audience, and the complexity of your offering. Generally speaking, demand generation is a longer-term investment that may require some patience and consistency. While tactics like paid advertising can generate immediate results, the full impact of demand generation – especially those focused on content creation and relationship-building – can take months or more to pay off.

Demand generation is very important and can be extremely lucrative, but it’s not a quick fix. It’s a sustainable approach to driving growth and building a strong pipeline of sales-qualified leads.

Digital marketing is always changing and evolving – and we think that it’s vital for your B2B marketing and demand generation agency to do the same to ensure maximum effectiveness. Adaptability is critical in a landscape that changes yearly, with new tools, platforms, and situations that may affect customer behavior, like global economic patterns, all changing.

SevenAtoms is a demand generation agency that stays abreast of these developments. We invest in research and never stop looking for new opportunities and tools for innovation and optimization. Whether it’s leveraging artificial intelligence or influencer marketing or figuring out how to harness things like voice search, a good provider of demand generation services will help your business stay ahead of the curve.

When selecting a B2B demand generation agency to partner with, there are a number of factors to consider. First, assess the agency’s expertise and experience when it comes to working with businesses like yours (in terms of industry, size, target market, and other factors). Do they have a history of successful past campaigns and driving tangible results?

Second, evaluate the agency’s approach to demand generation and digital marketing. Does it align with your objectives? Your values? A good fit in terms of philosophy and methodology is critical for a productive partnership. Thirdly, consider the agency’s capabilities and resources, and whether they can scale services with your business as it hopefully grows.

Lastly, assess things like their transparency, their communications with you, and their pricing and contractual terms to ensure that they fit what you’re looking for. This will help you find a demand generation agency that can offer real value for your investment. (Spoiler alert – we think SevenAtoms can be that agency. Talk to us!)