Marketing tactics that once worked are now struggling to deliver consistent results. Prospect behavior has evolved — they are more discerning and have higher expectations. The battle for attention is more intense than ever.
of your potential audience is browsing on mobile at any given time — and that share keeps growing every year.
into their buyer journey before prospects share contact information — per 6sense research. They stay anonymous for 3–7 months.
Content production was the top pain point in both 2023 and 2024 surveys of DemandGen leaders worldwide.
Instead, buyers remain anonymous while conducting their research, exploring their options at their own pace, and establishing their own criteria for their needs. Marketers are fighting a growing battle for the ultimate prize: attention and time.
The majority of B2B social engagement and experiences now happen directly on mobile apps. At least 30% of your potential audience is browsing on mobile at any given time. Campaigns designed for desktop are already losing the battle.
Traditional datasheets and whitepapers are obsolete for top-of-funnel. The days of sharing dense, letter-size documents written with small fonts are long gone. Prospects expect content designed for the way they actually browse — fast, visual, on their phone.
Prospects enjoy social apps and have become apprehensive about leaving the platform — worried about a poor experience or a potentially unsafe website. LinkedIn even warns users when they're about to leave. This makes driving prospects to landing pages increasingly difficult.
Even when campaigns succeed in driving prospects to landing pages, gated assets are often not compelling enough to capture contact information. Prospects weigh the download against the certainty of unwanted outreach — and often choose to pass. ROI on landing page creation and management suffers as a result.
6sense research confirms that prospects do not typically share their contact information until they're approximately 70% into their buyer journey, meaning they remain anonymous for 3–7 months while they explore options and decide on preferred vendors. This fact provides the most compelling case for dramatically updating the DemandGen playbook.
Neglecting these realities and failing to adopt new strategies and workflows will cost you market share to competitors that are actively adapting and changing. DemandGen leaders must move quickly to become more efficient while innovating and adapting to this new landscape.
The good news? There are specific things you can do today to address these issues. Connect with prospects where they are and on their terms — with content that meets them on the platforms they already use, in the formats they already prefer.
Turn existing knowledge and PMM assets into engaging, snackable content that aligns with buyer behaviors and resonates with top-of-funnel audiences — at a volume and consistency that was previously impossible.
Prioritize content published directly on social, allowing prospects to engage without leaving their preferred platform. No redirects, no forms, no friction. Just consistent, valuable content that builds awareness and trust over time.
Empower BDRs, regional teams, and Sales with new content that echoes primary campaigns across multiple channels. Give every team member a reason to reach out — and something genuinely useful to share when they do.
We execute a workflow that blends custom AI automation with professional DemandGen expertise to create engaging, mobile-friendly, snackable content that drives demand with your prospects.
We couple content production with a strategic publishing and promotional strategy that reaches and engages even more prospects directly in their feeds — appearing natural to LinkedIn users, not like paid ads.
Prospects actively engage in the dark funnel and dark social — sharing information in private groups, online communities, and Slack channels. Our content is designed to travel, even when you can't see it.
Our approach drives higher engagement through meaningful on-platform content — without forcing prospects off platform, without relying on gated content, and without the need for landing pages.
Marketers accustomed to long-form content often struggle to create succinct, emotionally engaging assets. We bring the specialized skills — AI prompting, ad design, copywriting — required to make it work.
Once you have the right content, it's not enough to simply share it. You need to create it at scale, share it consistently and strategically, on-platform, over time and promote it correctly. That's how to build trust.
Years of immersive research as a power user — not an advertiser — revealed exactly how your prospects are actually spending their time and engaging with content on LinkedIn.
"Carousel posts were achieving 100–300 likes per post. They attracted dozens of meaningful comments, some of which could easily have been original posts of their own. There was (and is) an overall buzz of positive energy around these posts."From field research · LinkedIn, 2022–2024
"People on LinkedIn are not interrupting their LinkedIn experience to click off platform. People are not interested in visiting a landing page that presses them to share their contact information. The exchange triggers unwanted outreach — and people are mostly done with that experience."DemandGen 2.0™ Framework Insights
"This non-stop blizzard of activity, interactions and sharing of information is happening right now on LinkedIn. All organic. These are not ads. No leadgen forms. No landing pages. It's all just happening in real time."From field research · LinkedIn, 2022–2024
"Adam Robinson in particular is living his B2B world in real-time on LinkedIn. His posts generate 300–500 likes. Some have even hit 700+ likes. His posts are not meant to be comical or entertaining. They are about his real-life business issues — the good, bad and ugly."DemandGen 2.0™ Framework Insights