MARKETING

Create demand, not just harvest it.

According to the LinkedIn B2B Institute, only 5% of your market is in a buying cycle at any given moment. Lead gen fishes within that 5%; demand gen ensures your brand is top of mind when the other 95% does have a problem. ABM, content, ads and lead flows that reinforce one another in an ongoing programme. No three-month spike, just twelve months of surround sound.

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What we combine

01
ABM Target account list, personalised outreach.
02
Content Pillar pages, LinkedIn content from founders and experts.
03
Ads LinkedIn ABM targeting, retargeting for surround sound.

The observation

Classic lead gen harvests from a field nobody has sown.

According to 6sense (B2B Buyer Experience Report 2025), the average B2B buyer has already made 70% of their decision before sales even becomes aware of them. Lead gen misses that pre-build phase. We do it differently: we run content, ads and ABM on the same target accounts and measure brand impact alongside classic MQL figures. Four patterns come up almost every time.

Only reaching the in-market 5%

Gated whitepapers and demo buttons only work for people who are already buying. The other 95% never get to know you, so next quarter the same funnel is just as empty.

ABM without a content foundation

Outbound to 200 target accounts while your LinkedIn profile is bare and your last blog is from Q2. No reason to reply to the email or request the demo.

Channels operating in silos

Ads, content and sales all run in parallel but never together. No shared theme, no surround sound. A shared marketing approach is missing. The buyer hears three different things and does not recognise you as the option they have already read about.

No measurement of brand impact

Only clicks and MQLs in the dashboard. Direct traffic, "heard of you" responses and branded search stay out of view, so demand creation cannot be defended in a budget conversation.

Approach

From scattered tactics to surround sound.

Demand gen runs on channel mix and consistency, not on a viral campaign. The first three months lay the foundation; after that, an ongoing rhythm with monthly adjustments and quarterly brand measurement.

01 Month 1

ICP and target accounts

Which 100 to 300 accounts we will target. Who sits in the DMU, what the intent signals are. ABM target list and signal tracking set up in HubSpot.

Wat je krijgt target account list and intent tracking in HubSpot.

02 Month 2-3

Content and channel mix live

Pillar content, performance ads, LinkedIn founder content and sales outreach synchronised on a shared theme. First lead flows and account alerts live.

Wat je krijgt live multi-channel engine with a shared theme.

03 Monthly

Scale and adjust

Which accounts show intent, which content pulls, which ad creative drops off. Sales and marketing in a weekly, linked to pipeline forecasting. Surround sound built out further.

Wat je krijgt account intent report and updated campaign plan.

04 Quarterly

Measure brand impact

Direct traffic, "heard of you" responses in lead forms, branded search volume, account engagement score. Making demand creation visible for the board.

Wat je krijgt quarterly brand report with pipeline contribution per channel.

Who helps you

Three specialists on your programme.

Demand gen only works when strategy, content and data architecture are managed together. From the very first session you sit at the table with your strategist, your content owner and your consultant.

Carel Schrier

RevOps Lead / Strategist

Owner of the programme. Builds the target account list, directs the channel mix and ensures sales and marketing serve the same 100 to 300 accounts.
Dante Zwanenburg

Content & Ads Specialist

Builds the content and ads layer. Pillar pages, LinkedIn founder content (ghostwriting where desired), ABM ads and retargeting for surround sound.
Kim Loonen

Consultant & Online Marketer

Builds the HubSpot layer underneath: lead flows, account engagement scoring, sales alerts. Keeps reporting on brand impact and pipeline attribution running.

Case · B2B mid-market

From classic lead gen to twelve months of surround sound on 200 target accounts

A B2B client in professional services had relied for years on gated whitepapers and demo buttons. CPL was acceptable, but fishing the same 5% in-market pool produced an empty funnel every quarter. No marketing automation could solve that as long as no demand was being created at the top of the funnel. Sales received leads, but close rates dropped because none of those contacts already knew Addmark.

In three months we built the programme: a target account list of 200 accounts, a content theme shared across LinkedIn founder posts, pillar pages and ABM ads. Sales and marketing run weekly on the same accounts. After six months: account engagement score rising, branded search doubled, and pipeline contribution from demand gen is visible in the board report.

What clients usually ask.

Straightforward answers to the questions we hear before almost every demand gen engagement. See also how demand gen fits within our broader marketing approach.

What is the difference between demand gen and lead gen?

Lead gen harvests people already in a buying moment (form, demo request, download). Demand gen creates recognition among the 95% who are not buying yet, via point-of-view content and surround-sound distribution, so they think of you when the moment comes. In practice both run in parallel, with demand gen as the longer-term foundation.

How do you measure whether demand gen is working?

Four signals: branded search volume in Search Console, "heard of you" responses in lead forms, account engagement score in HubSpot, and sales feedback from conversations (do prospects mention you before the competitor comes up).

How long before demand gen delivers pipeline?

First signals after three to six months, significant pipeline contribution after nine to twelve months. Demand gen has a one-year learning curve, not a quarterly fix. Not sure where you stand? Start with the RevOps maturity scan. We advise against starting if your expected ROI needs to materialise within three months.

Do you work alongside our sales team?

Yes, that is not an optional element. Demand gen only works when sales and marketing serve the same target accounts. Weekly sync, shared dashboards, sales feedback feeds directly back into content and ABM targeting.

Ready to start?

Ready to create demand, not just harvest it?

Start with a conversation. We look at your current approach, target accounts and content position, and give an honest scope, even if the outcome is that lead gen is enough for you right now.

Book a call Take the Maturity scan