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Today I’m chatting with Fran Langham, Head of Demand Generation at Cognism, about their shift from lead gen to demand gen, and cover:

- How Cognism made the transition from lead gen to demand gen, and the bottlenecks they faced during the journey.
- Overview of Cognism demand gen strategy, and its key pillars.
- How Cognism measures and tracks demand gen program efficacy.

B2B DEMAND GENERATION DEMYSTIFIED

Demand generation became a buzzword that everybody talks about, but you rarely see practical examples or case studies.
For many marketers, demand gen is all about running ads to ungated content with occasional thought leadership, podcasting, and blog.
These activities should be added to your demand gen mix, but they are not the full demand strategy.
I look at B2B demand generation as a demand waterfall that has 3 pillars.

1. DEMAND ACTIVITIES.

Define how your customers are searching, learning, and buying.
Define demand activities that can consistently create awareness and demand, including the ones mentioned above, co-marketing, guest posting, events, etc.

2. DISTRIBUTION.

Nobody will pay attention to your product until you’ll start attracting it. Most B2B companies try to distribute content via ads, but don’t limit your program.

Here are 3 other ways to get noticed by your target audience.

1. Grow your own audience you can connect with directly.
Email newsletter, Whatsapp/Telegram channels, own community, social media are core assets that allow you to connect with the audience directly and not depend on other platforms.

2. Borrowed audience.
Find non-competitive companies that also sell to your audience and run com-marketing campaigns with them:
- Educational webinars
- Mentions and link exchange
- Featuring each other on the podcast, etc.
Publish guest posts on industry-known media to amplify your distribution strategy.

3. Social & communities.
Establish your presence in the channels where your audience hangs out, including:
- Industry communities
- Review platforms

3. DEMAND CAPTURING.

To capture the demand, you need to set up an engagement threshold and intent data to start involving strategic accounts in your warm-up ABM plays.
To accelerate demand capturing you need to have a buyer enablement program - content hubs that include content tailored to a specific buyer + continuous nurturing.