Today is Major League Baseball\u2019s Opening Day 2025, so we\u2019re stepping up to the plate to help marketers enter this new season \u2014 and Q2\u2014 with fresh demand generation strategies. <\/p>\n\n\n\n
Every baseball team enters the season with a standout player to lead the charge. In demand generation, that MVP is content \u2013 commanding attention, driving strategy, and keeping buyers engaged. But even this G.O.A.T. doesn\u2019t win without a strong team behind them: <\/p>\n\n\n\n
When \u201ceveryone\u201d does their job, that\u2019s what keeps the audience engaged until the final out (conversion) and eager to come back for the next season (adoption, upsell, cross-sell). <\/p>\n\n\n\n
Before diving into the strategies that make content the MVP of demand generation, let\u2019s break down the key components of a content-led demand generation framework. From building a strong strategy to ensuring seamless nurture and distribution, we\u2019ll explore how content fuels engagement, shortens sales cycles, and drives revenue. <\/p>\n\n\n\n
Crafting content is akin to developing a game-winning line up, but one common mistake is an over-reliance on short-term tactics, like paid ads, which can neglect long-term engagement. The best demand gen programs take an integrated approach that keeps content relevant across multiple touchpoints. <\/p>\n\n\n\n
Before building your demand generation playbook, start with strategy. Define these key elements first: <\/p>\n\n\n\n
Remember, don\u2019t try to be all things to all audiences<\/strong>. Clear, intentional, and focused content is going to be the winner. <\/p>\n\n\n\n Strategy alone isn\u2019t enough. You also need to understand how buyers move through the purchasing process\u2014that\u2019s where nurture and distribution come into play. Just as a team evolves throughout the season, content must also adapt to each stage of the buyer\u2019s journey \u2013 shifting tone, adding value, and building momentum. <\/p>\n\n\n\n Buyers are doing their homework before stepping up to the plate <\/p>\n\n\n\n Today\u2019s buyer is inundated with research, information, and perspective. They appreciate self-service tools and the opportunity to independently research solutions. <\/p>\n\n\n\n To stay in the game, your demand generation strategy must cover all three bases: <\/p>\n\n\n\n B2B buyers tend to engage with multiple content formats from blogs, sponsored content and LinkedIn to paid ads, industry events, and webinars. Ensure your content meets buyers where they are\u2014especially in the age of AI<\/a>. Why? Because nearly 95 percent of buyers<\/a> anticipate using generative AI to support their decision and purchase processes in the next 12 months. Today, if AI engines aren\u2019t aware of your brand, your buyer may not be either. <\/p>\n\n\n\n Related Read \u2013 <\/em><\/strong>How to Get Listed in AI Platform Responses: A 3-Step Approach<\/em><\/strong><\/a> <\/p>\n\n\n\n A demand generation strategy without nurture lacks a closer. In other words, it struggles to seal the deal late in the game, and the plan ultimately falls apart even sooner. <\/p>\n\n\n\n That\u2019s because nurturing isn\u2019t just about generating leads, it\u2019s about charting what happens next. Consider: <\/p>\n\n\n\n Let\u2019s keep with the baseball analogy. If these questions are not considered, and nurture isn\u2019t a part of your overall marketing strategy, it\u2019s similar to leaving runners on base \u2013 it\u2019s a missed opportunity to bring them home. Here are some aspects of an effective nurture strategy: <\/p>\n\n\n\n The takeaway<\/strong>: Nurture programs should be dynamic and data-driven, adjusting to buyer behavior. <\/p>\n\n\n\n Your buyer\u2019s priorities have likely shifted over the past six months, so why wouldn\u2019t your approach? <\/p>\n\n\n\n Related Read \u2013 <\/em><\/strong>Harnessing timely consumer insights to drive thought leadership<\/em><\/strong><\/a><\/p>\n\n\n\n That being said, even the best nurture strategy can\u2019t succeed in a vacuum. To keep buyers engaged, you need real-time insights into what\u2019s working, what\u2019s not, and where adjustments are needed. That\u2019s where data-driven demand generation comes into play. <\/p>\n\n\n\n We know\u2014everyone claims to be \u201cdata-driven,\u201d but what does that actually mean for demand generation? Let\u2019s dig into some common demand generation questions and how you may answer them with a data-driven approach. <\/p>\n\n\n\n Related Read \u2013 <\/em><\/strong>Data-Driven Storytelling: Highlighting Impact Over Output<\/em><\/strong><\/a> <\/p>\n\n\n\n Use analytics tools to track engagement across platforms, such as LinkedIn, YouTube, webinars, industry forums, and email. Once you know where your audience is consuming content, you can tailor your messages to the platform. <\/p>\n\n\n\n Put differently, if your audience spends all their time on LinkedIn, you wouldn\u2019t try to reach them via gated white papers on your website; you would post on LinkedIn. <\/p>\n\n\n\n Buyer persona research and intent data can highlight recurring pain points. Not only is this information helpful to get an idea of buying signals and where they are on their journey, but it allows you to deliver more relevant content to that stage of the journey. <\/p>\n\n\n\n Just make sure you\u2019re representing content across the full funnel here. It\u2019s fairly easy to craft top-of-funnel content; it\u2019s harder to write middle and certainly bottom-of-funnel content that resonates with your buyer and <\/em>moves the needle. <\/p>\n\n\n\n Pro Tip<\/strong>: Bottom-of-funnel content is where a well-articulated Voice of the Customer (VOC) strategy pays dividends. <\/p>\n\n\n\n Related Read \u2013 <\/strong>Voice of the Customer Strategy: A 6-Step Approach for Driving Awareness and Brand Equity<\/strong><\/a> <\/em><\/p>\n\n\n\n The B2B buying process now involves an average of 13 stakeholders<\/a>, each with unique priorities and departmental responsibilities. <\/p>\n\n\n\n For instance, a marketing manager may gravitate toward blogs that spell out your strategy, whereas a CMO or CRO may engage more with case studies that highlight growth and ROI. <\/p>\n\n\n\n Pro Tip<\/strong>: Intent data and audience awareness tools should come into play here, too. <\/p>\n\n\n\nThe Buyer\u2019s Journey: Why Content, Distribution, and Nurture Matter at Every Stage <\/h2>\n\n\n\n
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Content and Nurture: The Often-Overlooked Piece of Demand Gen <\/h2>\n\n\n\n
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When 86 percent of B2B purchases<\/a> stall during the buying process, that signals a need for greater nurture flows. Tack on the fact that 81 percent of buyers<\/a> express dissatisfaction with their chosen providers, and the importance of nurture experiences increases. <\/p>\n\n\n\nCreating a seamless nurture experience takes time <\/h3>\n\n\n\n
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Data-Driven Demand Generation: Using Insights to Shape Content & Distribution <\/h2>\n\n\n\n
Where does your audience consume content? <\/h3>\n\n\n\n
What are your ICP\u2019s key challenges? <\/h3>\n\n\n\n
How do different buyers within the buying committee engage? <\/h3>\n\n\n\n