Demand Generation Systems

Chobani built a $20B brand on a product they didn't invent. FAGE had Greek yogurt in America first. Better product. More time. More credibility. That's not a knock on FAGE. It's one of the most important demand gen lessons in CPG. When Chobani launched in 2007, Greek yogurt was less than 1% of U.S. yogurt sales. FAGE had been quietly selling it here for years. They had the product. The quality. The head start. But FAGE was harvesting demand from people who already knew what Greek yogurt was. Chobani went to work creating it. 𝗧𝗵𝗲 𝗻𝘂𝗺𝗯𝗲𝗿𝘀 𝘁𝗲𝗹𝗹 𝘁𝗵𝗲 𝘀𝘁𝗼𝗿𝘆: → Greek yogurt went from under 1% to nearly 50% of U.S. yogurt sales in about a decade → Chobani hit $1B in revenue in about four years → Chobani is now valued at $20B+ → FAGE is still profitable and respected, but it's not the name people say first 𝗦𝗼 𝘄𝗵𝗮𝘁 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗵𝗮𝗽𝗽𝗲𝗻𝗲𝗱? FAGE optimized for the consumer who already understands Greek yogurt. Chobani optimized for everyone else. • Pushed into the regular dairy set, not the specialty aisle • Priced accessibly • Expanded into Walmart, Kroger, Target, and club channels before the category was cool • Engineered trial through sampling and promotions at scale • Let the product close That's demand generation: not waiting for people already shopping the niche, but creating new buyers and making your brand their default. 𝗧𝗵𝗲 𝗱𝗲𝗺𝗮𝗻𝗱 𝗴𝗲𝗻 𝗹𝗲𝘀𝘀𝗼𝗻: Most brands optimize for better creative, smarter targeting, tighter spend. That's demand harvesting. Chobani did something different. They built demand that didn't exist yet. The question isn't "Do we have a great product?" It's: are we building a system that creates new demand, or just competing for the same buyers on repeat? FAGE built a premium brand. Chobani built a demand engine. Category creators set the table. Category capitalizers fill every seat. Is your brand harvesting demand or creating it?

𝗧𝗵𝗲𝘆 𝗱𝗶𝗱𝗻’𝘁 𝗻𝗲𝗲𝗱 𝗮 𝗯𝗶𝗴𝗴𝗲𝗿 𝗮𝗱 𝗯𝘂𝗱𝗴𝗲𝘁. 𝗧𝗵𝗲𝘆 𝗻𝗲𝗲𝗱𝗲𝗱 𝗮 𝗯𝗲𝘁𝘁𝗲𝗿 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆. A SaaS company was investing heavily in Google Ads, but the results were frustrating. 💸 High ad spend with 𝗻𝗼 𝗽𝗿𝗼𝗽𝗼𝗿𝘁𝗶𝗼𝗻𝗮𝗹 𝗶𝗻𝗰𝗿𝗲𝗮𝘀𝗲 𝗶𝗻 𝗾𝘂𝗮𝗹𝗶𝗳𝗶𝗲𝗱 𝗹𝗲𝗮𝗱𝘀 💸 Leads that did come in weren’t converting fast enough 💸 Rising CAC, making every new customer less profitable Their initial reaction? “𝘔𝘢𝘳𝘬𝘦𝘵𝘪𝘯𝘨 𝘫𝘶𝘴𝘵 𝘥𝘰𝘦𝘴𝘯’𝘵 𝘸𝘰𝘳𝘬 𝘧𝘰𝘳 𝘶𝘴.” The real issue? 𝗧𝗵𝗲𝗶𝗿 𝘀𝘆𝘀𝘁𝗲𝗺 𝘄𝗮𝘀𝗻’𝘁 𝗼𝗽𝘁𝗶𝗺𝗶𝘇𝗲𝗱 𝗳𝗼𝗿 𝗲𝗳𝗳𝗶𝗰𝗶𝗲𝗻𝗰𝘆. Instead of spending more, they 𝗿𝗲𝗯𝘂𝗶𝗹𝘁 𝘁𝗵𝗲𝗶𝗿 𝗱𝗲𝗺𝗮𝗻𝗱-𝗴𝗲𝗻𝗲𝗿𝗮𝘁𝗶𝗼𝗻 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 by: ✅ Testing new ad variations to improve conversion rates ✅ Adjusting bid strategies to target 𝗵𝗶𝗴𝗵-𝗶𝗻𝘁𝗲𝗻𝘁 prospects ✅ Refining their lead qualification process to attract 𝗯𝗲𝘁𝘁𝗲𝗿-𝗳𝗶𝘁 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 ✅ Aligning sales and marketing to shorten the sales cycle 𝗧𝗵𝗲 𝗿𝗲𝘀𝘂𝗹𝘁? 📉 38% reduction in CAC 📈 72% increase in average conversion rate 🚀 A marketing system that generated 𝗿𝗲𝘃𝗲𝗻𝘂𝗲, 𝗻𝗼𝘁 𝗷𝘂𝘀𝘁 𝗹𝗲𝗮𝗱𝘀 This is just one example of why marketing should never feel like a cost center—when done right, it’s your most scalable growth lever. If your marketing spend feels like a black hole, the issue isn’t the budget. 𝗜𝘁’𝘀 𝘁𝗵𝗲 𝘀𝘆𝘀𝘁𝗲𝗺. #startups #marketingstrategy #growthmarketing #demandgeneration #scalablegrowth

Most businesses spend 90% of their marketing budget fighting over the 3% of buyers who are ready to purchase right now. Then they wonder why growth feels like a grind. Demand capture is bidding on Google Ads for "best CRM software" alongside 47 competitors. Demand creation is building a system that makes buyers come to you before they ever type that search. The distinction matters because capture-only strategies have a ceiling. You run out of in-market buyers fast. Cost per acquisition rises. Pipeline dries up the moment you reduce spend. Building demand means the pipeline fills itself. Here is what I see in the field across B2B operators we work with: 1. Companies relying purely on paid search see 40-60% CAC increases year on year 2. Companies investing in demand creation cut their sales cycle by 25-35% because prospects arrive pre-sold 3. Content that educates your ICP before they have a problem converts 3x better than retargeting ads shown after they start shopping 4. The businesses with the most predictable revenue are not the ones with the biggest ad budgets. They are the ones with the strongest positioning and distribution systems Most "lead gen" is just capturing intent someone else created. That is renting attention. Not owning it The Demand Architecture Framework We use: 1. Position clearly. If your ICP cannot explain what you do and why it matters in one sentence, your demand creation starts at zero. 2. Distribute consistently. Publish insights where your buyers already spend time. Not where your competitors post. Where your buyers read. 3. Educate before the trigger event. The operator who taught them the framework wins the deal when the need arises. 4. Build proof systems. Case studies, specific metrics, client outcomes. Proof compounds. Ads don't. 5. Convert with low friction. When demand is built properly, your CTA is a natural next step, not a cold interruption. The compounding effect is what separates operators who scale from operators who stall. Would you rather win a bidding war every quarter or build a pipeline that fills itself while you sleep? --------------------------------------------------------------------- Who am I I'm Lukas, founder of LDS Digital. What I do I help businesses build steady lead and revenue systems. What LDS Digital does We turn interest into real enquiries and booked calls using SEO, paid ads, conversion, and simple automation. Who we help B2B operators who want growth without guesswork. The outcome A clearer pipeline, better lead quality, and more predictable revenue. Why this works This approach works because it focuses on fundamentals, clean execution, and systems that keep performing over time. If this resonates, feel free to DM me.

"Marketing's dirty secret is that what we call demand gen is really putting together offers and content that we put out on the internet like landmines. When someone trips over them, we bring them in and call them a lead. The conversion rates are terrible, the funnel is broken, and the customer experience is poor." Overheard yesterday from a CMO. And she's right. We've built a demand gen system that is destroying the customer experience: ☑️ Every whitepaper download triggers an SDR barrage ☑️ Basic pricing info sits behind aggressive forms ☑️ Email sequences that won't take no for an answer Yet data shows 69% of B2B buying happens anonymously, before any form fill. By the time buyers reach out, 80% already have their preferred vendor — and that vendor wins 80% of the time. The real opportunity? Building preference before buyers know they're in-market. This means: ☑️ Marketing that educates, entertains, and elevates — engagement, not leads ☑️ Content valuable enough that people would pay for it — then giving it away free ☑️ Communities that connect peers and foster genuine relationships The companies winning today aren't optimizing for form fills. They're investing in brand, thought leadership, and customer experience. They're playing the long game while others chase quick wins. The future of B2B marketing isn't about trapping buyers — it's about earning their trust before they even start shopping. #B2Bmarketing #demandgen #marketingstrategy #customerexperience #leadership

Livestorm is shifting to demand generation in 2025. At Livestorm, we’ve spent years mastering lead generation—and it works. We get about 4000 SQLs or PQLs on a monthly basis. You type “best webinar software” in Google, finds us, but you already know the problem you're trying to solve and are actively looking for a solution. That's the main difference. Those leads are aware. They’re ready. But that’s the limitation of lead gen : → It relies on your audience already knowing they have a problem, → Understanding the available solutions, → And identifying you as a potential answer. That's a "triple filter" on an otherwise potentially huge TAM 🤯 Lead gen converts. But it doesn’t educate your market. And here’s the problem: strategic customers often aren’t even aware of their own problems/solutions. I think that, in SaaS, PLG mostly, we've been comfortably sitting on top of this triple-filtered TAM without wanting to take the shovel and dig the hard rock beneath it. Demand generation isn’t about capturing interest. It’s about creating it. 1️⃣ Targeting ICPs who don’t yet see the problem, 2️⃣ Sharing high-level content that speaks to their broader challenges, 3️⃣ And showing them the solutions they hadn’t considered—including yours. IMHO, demand generation is the right play when: ✅ Your ICPs aren’t actively looking for solutions like yours, ✅ Your ICPs may not be aware of the problem and the ROI you can provide ✅ They’re disconnected from traditional marketing channels, ✅ You hit a ceiling in lead generation It will move the marketing budget needles a bit more towards events, webinars, content creation, branding even... And things you will not always be able to tie back to revenue. Therefore, focus on the macro numbers: S&M expenses vs. Revenue (+ Expected Revenue from advanced opportunities). Shameless plug, but the easiest way to implement demand gen is to start with high funnel webinars designed to educate your ICPs 🤷♂️ 😬 Start simple, recycle a high performing content, make it recurring, and iterate. Lead gen is a traffic light, demand gen is a lighthouse. Hope this helps 👋

If your whole strategy is “hit target this quarter”, you already lost next year’s pipeline. Founders tell me the same thing in every board meeting. “Contact everyone in the CRM.” “Send SDRs to every event.” “We need leads NOW.” I get it. I am a founder too. I care about payroll and targets. But I am also a GTM guy. I know how long B2B cycles are. Deals move slow. Budgets shift. Priorities change. Most of your ICP is not ready to buy today. They are at conferences, in meetings, stuck in builds. You are not the only vendor chasing them. If you only push lead gen, you burn your market. Spray CRM. Blast sequences. Push discounts. You hit a number now. You pay for it next year. Here is what I run for my own companies. Demand generation first: ▪️ Daily content across channels ▪️ Help my team create and publish ▪️ Test new formats non-stop ▪️ Weekly deep-dive newsletters ▪️ Full guides and playbooks ▪️ Small focused communities ▪️ Guest slots on podcasts Goal is simple: 1️⃣ Help my ICP as much as I can today. 2️⃣ Stay top of mind when they feel the pain tomorrow. When they are ready, I switch to demand capture: ▪️ Strong landing pages with clear forms ▪️ Lead scoring, segments, and tiers in the CRM ▪️ Warm outbound to high intent accounts No “demand gen vs lead gen” debate. Both matter. Both feed each other. You need one system: → Demand gen to create future buyers. → Demand capture to convert active buyers. → RevOps to connect the dots and track revenue, not vanity. If you want your pipeline alive 12 months from now, you must build for this quarter and the next ones. Follow me if you want more GTM systems, not random hacks.

B2B demand generation model aligned with buyer journey and levels of demand. KEY PILLARS: 1/ GTM Foundation - Clusters (based on historical growth) - Buying committee: roles, jobs-to-be-done, KPIs and challenges (based on account analysis) - Buyer journey (based on customer research) - Buying triggers 2/ DEMAND GEN STRATEGY - Target account clusters and prioritized buyers (who to influence) - Cluster decomposition: challenges, root reasons, ways how customers solve them, nurturing points, etc. - Brand awareness and demand generation: core activities & channels - Distribution 3/ BRAND AWARENESS Most accounts are not in market, but they actively consume content. Map out content with identified cluster challenges, jobs-to-be-done and professional interests. Define 3-5 core programs to create awareness among target accounts. Then, create a demand calendar to create a predictive process, not random acts of marketing. 4/ DEMAND GENERATION Demand generation = making your target accounts believe your product is one of the best possible solutions for their needs. It's aligned with buyer's needs - "demand for a solution". Demand (or solution buy-in) is generated through: - Detailed cluster case studies and customer use cases - Practical overview of typical buyer challenges and ways to solve them with native integration of your product - Frameworks or product in action where buyer can see a solution to a specific challenge - Solution-based content hubs - collection of content around specific challenge and solution (e.g. How to generate enterprise sales opportunities with account-based marketing) I separated it from brand awareness to visually demonstrate the difference between demand levels. Demand for content that should be created through the awareness activities I've mentioned above. Demand for a solution through demand gen activities. Demand for vendor - through demand gen and demand capturing (below). 5/ DISTRIBUTION Make sure you leverage all 4 levels of content and messaging distribution. - Organic - Paid - 1-1 (DMs, emails) - Distribution through partners, thought leaders, communities 6/ DEMAND CAPTURE B2B demand capture > retargeting with the request for a demo. Here are the other 6 activities. 1. High-intent pages visits 2. Product-related content hubs 3. Product webinars 4. Product free courses 5. Progressive profiling 6. Social selling You need to have a holistic demand-capturing strategy, and retargeting can enhance it. 7/ METRICS AND REPORTS Define: - Individual set of metrics and reports for brand awareness programs - Set up blended attribution (self-attribution + digital analytics + customer interviews) to identify what works - Track sales pipeline velocity #b2b #demandgeneration

I've purchased 100+ B2B software tools since starting my company 5 years ago. Demand generation platforms are essential for any GTM team (I've bought several and built one too). Here are my 6 key "must have" checklist items that any Tier 1 Demand Gen Platform should have to meaningful generate B2B pipeline. 1. Data Quality & Enrichment 2. Intent Signal Accuracy 3. AI & Automation 4. Omnichannel Orchestration 5. CRM & Stack Integration 6. Agentic Future Readiness

I've been noticing this year that the way B2B companies generate demand is changing, and I think there’s a huge opportunity to build smarter, more effective strategies. Businesses need to engage the right audience, align teams, and track meaningful results. Here are four insights I think are key when it comes to your demand generation strategy: - Precision targeting: Use intent data, ABM, and segmentation to connect with decision-makers - Align your sales and marketing teams: Break silos with shared KPIs and seamless collaboration
 - Engagement-driven content: Create valuable content that guides, educates, and converts
 - Measure what really matters: Focus on pipeline impact, conversion rates, and long-term ROI. Would you anything to this list?

What does it take to build a #DemandGen machine that not only delivers leads but drives real, measurable business impact? In this episode, Michael Callahan (Salt Security), James B. Stanton (CuraLinc Healthcare), and Jeff Morgan (Elements) discuss how they've built scalable, high-performing demand gen engines. From refining incentive strategies to focusing on ideal customer profiles (ICP), these seasoned marketers share practical tips on boosting conversion rates and maximizing ROI in B2B marketing. Learn how to align sales and marketing teams, leverage AI and automation tools, and avoid common pitfalls that can derail even the best demand gen strategies. Key Discussion Points:  🔧 How to fine-tune incentives to attract the right prospects.  🔧 Why narrowing your ICP can boost conversions and drive more qualified leads.  🔧 The power of partnerships in driving down customer acquisition costs.  🔧 How AI tools are enhancing marketing efficiency and delivering better insights.  🔧 Real-world examples of successful (and not-so-successful) demand gen campaigns. Tune in to learn the strategies that top B2B marketers use to build demand gen machines that deliver lasting results.  Listen via the link in the comments.