Introducing DemandGen 2.0™

Traditional DemandGen
is Falling Behind

Marketing tactics that once worked are now struggling to deliver consistent results. Prospect behavior has evolved — they're more discerning, more anonymous, and harder to reach than ever.

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TOF MOF BOF

Automate and Improve TOF Outreach

Expand your top-of-funnel reach with an automated, consistent content generation system that enables you to engage with anonymous prospects and grow awareness at scale.

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Engage and Connect Prospects On-Platform

Maximize engagement by delivering snackable content directly on social platforms, connecting with prospects where they are while reducing reliance on gated content.

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Increase ABM Performance with DemandGen 2.0

Boost ABM conversion rates with more prospects and higher-quality leads driven by DemandGen 2.0's Content-Based Marketing strategy, accelerating pipeline across MOF and BOF.

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DemandGen 2.0™

A simple, yet powerful new framework that can be implemented by virtually any DemandGen organization today.

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CBM TOFU

Five realities DemandGen leaders must accept today

Determining how to address today's challenges requires that we accept five fundamental truths about the modern buyer journey and what DemandGen must become.

The DemandGen 2.0™
Framework

Restructure your DemandGen org into CBM (TOFU), ABM (MOFU/BOFU), Paid, and BDR motions — each with a clear mandate and sharp KPIs.

CBM · TOFU

Content-Based Marketing

A new content strategy focused on feeding and driving top-of-funnel activities. CBM produces ungated, mobile-friendly, snackable content published directly on social — specifically LinkedIn.

  • Ungated, on-platform content at scale
  • Grows anonymous prospect engagement
  • Aligns with PMM roadmap and business goals
  • Feeds and primes the ABM pipeline
ABM · MOFU / BOFU

Account-Based Marketing

Refocused ABM converts warm CBM anonymous prospects into leads using gated assets, then nurtures those leads through emails and webinars to the bottom of funnel.

  • Focuses exclusively on leads and sales enablement
  • Eliminates unproductive TOF conversations with Sales
  • Converts warm CBM prospects into qualified leads
  • Drives MOF/BOF conversion and pipeline velocity
Paid Media

Ads, Retargeting & Organic Boosting

Paid media supports CBM by boosting all organic posts and running broader ads. LinkedIn has throttled organic company post reach — without boosting, publishing posts would be pointless.

  • Boost all CBM organic posts to expand reach
  • Account-targeted ads aligned with ABM
  • Ad retargeting for warm prospect audiences
BDRs · Outreach

BDR & Sales Enablement

BDRs are at the intersection of DemandGen and Sales. CBM content gives them better reasons to reach out. Sharing snackable on-platform content dramatically improves outreach success rates.

  • New content assets for outreach personalization
  • On-platform links replace off-platform landing pages
  • Combats automation pressure with genuine value

LinkedIn — The Back Story

The platform where your anonymous prospects actually spend their time

30%+
of your potential audience browsing on mobile at any given time
70%
into their buyer journey before prospects share contact info — per 6sense research
1,500+
carousels and 2,500+ infographics analyzed to understand what content resonates
300–500
likes per top-performing carousel post — organic, no landing pages required

DemandGen Insights

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DemandGen Strategy

The current state of DemandGen: why marketing + sales alignment is broken at the top

Content Strategy

Why carousels and infographics are the new currency of B2B top-of-funnel engagement

DemandGen 2.0

Building in public: how Adam Robinson's LinkedIn strategy delivers 700+ likes per post