Problems We SolveBy RoleDemand Generation

Supercharge your B2B demand generation strategy

If your B2B demand generation strategy isn’t as effective as it once was, you’re not alone. That’s why we’re shaking it up with a hybrid approach that blends demand generation with brand awareness proven to accelerate pipeline growth. We call it Branded Demand.

Challenges for demand marketers

It’s harder to reach your targets

Longer sales cycles, crowded channels, and lack of differentiation are blocking your B2B demand generation strategy to reach the right buyers, leaving you with a stagnant pipeline.

You’re struggling to gain high-quality leads

Fun fact. Our survey data shows that 80% of B2B marketers say getting qualified leads is mission-critical, yet nearly half aren’t getting enough leads and aren’t satisfied with their quality of leads.

Data privacy & new regulations add complexity

Global data privacy laws, evolving cookie requirements, and a growing list of US state-specific laws muddy the already murky waters of B2B demand generation.

Our B2B demand generation strategies crush your challenges

Reach 150M B2B buyers globally

Our highly vetted content syndication network gives you access to the largest, globally compliant marketplace of first-party data providers.

No more unbranded leads

Our Branded Demand approach – combining content syndication and targeted display advertising – delivers heightened brand awareness, leading to increased trust and a higher conversion rate.

World-class compliance

Pipeline360 assures compliance you can trust, simplifying the complexities with our advanced technology, resident experts, and global certification. We ensure brand safety and data privacy, so you can focus on what matters.

What B2B marketers are saying?

Pipeline360’s ability to spin up campaigns fast made it a no-brainer for us. It’s the least risky way to start filling up a database with a good cost per lead.

Andrew Racine VP of Demand Generation & Growth
Writer

What B2B marketers are saying?

The Pipeline360 team has worked hard to create strong relationships with our team. We need complex targeting solutions so the more a vendor understands our business, the more willing we are to work with them — and Pipeline360 has shown they’re investing in the relationship and able to pivot with us as necessary.

Lauren Begleiter Director, Demand Generation
Fivetran

What B2B marketers are saying?

We’ve continued to leverage Pipeline360 because we see clear ROI and we’re happy with the quality of our partnership. We see no need to even consider another solution because Pipeline360 has helped us accomplish everything we’ve wanted.

Lauren Begleiter Director, Demand Generation
Fivetran

What B2B marketers are saying?

Not only were Pipeline360 able to deliver exceptional leads to help us build out buying groups and engage senior decision makers, they also provided a level of hands-on support which made the whole process seamless.

Sandie Simms Marketing Director
Hammer

How It Works

Branded Demand

Your guide to high-quality leads

Blending demand generation with brand awareness is your new superpower. This dynamic duo is the key to capturing high-quality leads at scale. Here’s a snapshot of how it works.

Step 1

Select a piece of branded content to promote.

Step 2

Syndicate your content through our publisher channels – giving you access to more than 150M global B2B buyers.

Step 3

Layer in display ads to reinforce brand awareness and stay on buyers’ radar.

Step 4

Our governance engine cleans, de-dupes, and validates leads for global compliance.

Step 5

Real-time analytics give you visibility and optimisation throughout the campaign.

Step 6

Your sales team receives the highest quality leads available, ready to nurture or engage.

Exceptional Leads. Exceptional Support.

Learn more about how Hammer secured more than €1M influenced opportunities

Read full case study

Not only were Pipeline360 able to deliver exceptional leads to help us build out buying groups and engage senior decision makers across key accounts within our ICP, and then nurture those leads across digital display, but they also provided a level of hands-on support which made the whole process seamless.

Sandie Simms

Marketing Director, Hammer

FAQs

Demand generation is a marketing strategy aimed at creating interest and awareness in a company’s products or services to drive demand and generate leads. The goal is to attract potential customers and nurture them through the sales funnel until they are ready to make a purchase. It typically encompasses a variety of activities and tactics, including:

  • Content Marketing: Creating and sharing valuable content (like blog posts, whitepapers, videos, and infographics) that educates and engages potential customers.
  • SEO (Search Engine Optimisation): Optimising your website and content to rank higher in search engine results, making it easier for potential customers to find you.
  • Social Media Marketing: Using social platforms to reach and engage with your target audience, share content, and build relationships.
  • Email Marketing: Sending targeted messages to prospects and leads to nurture them and keep them engaged with your brand.
  • Paid Advertising: Utilising ads on search engines, social media, and other platforms to reach a broader audience and drive traffic to your site.
  • Events and Webinars: Hosting or participating in events and online webinars to connect with potential customers and showcase your expertise.
  • Lead Nurturing: Implementing strategies to build relationships with leads over time, often through automated email workflows and personalised content.

Lead generation is often more tactical and short-term focused, aimed at capturing and qualifying potential customers who are already interested in what you offer. While demand generation is about creating and nurturing interest in your brand and building a pipeline of potential customers over time. Both are crucial for a comprehensive marketing strategy, but they play different roles in the customer journey. Lead generation typically includes tactics such as:

  • Lead Magnets: Offering something of value (like an eBook, whitepaper, or free trial) in exchange for contact information.
  • Landing Pages and Forms: Creating pages designed to capture lead information.
  • Paid Ads: Targeting ads to drive traffic to lead capture forms.
  • Email Campaigns: Sending targeted messages to encourage sign-ups or conversions.

Demand generation and account-based marketing (ABM) are both strategies aimed at driving business growth, but they differ in their approaches and focus. While demand generation casts a wide net to attract and nurture a broad audience, account-based marketing takes a more targeted and personalised approach, focusing on a specific set of high-value accounts. Both strategies can be complementary, with demand generation feeding a broader funnel and ABM focusing on closing deals within a more refined list of target accounts. Account-based marketing (ABM) strategies typically involve:

  • Account Research: Identifying and researching key accounts that are a good fit for your products or services.
  • Personalised Outreach: Tailoring marketing and sales efforts to the specific needs, pain points, and interests of each target account.
  • Customised Content: Developing bespoke content and campaigns that address the unique challenges and goals of each account.
  • Multi-Channel Engagement: Coordinating efforts across various channels (email, direct mail, social media, etc.) to reach and influence decision-makers within the target accounts.
  • Lead Volume: the total number of leads generated within a specific period. This indicates the overall effectiveness of your demand generation activities in attracting potential customers.
  • Lead Quality: the quality of leads based on their likelihood to convert into paying customers. This ensures that you’re not just generating a high volume of leads but also attracting those who are likely to be interested in and benefit from your product or service.
  • Cost Per Lead (CPL): the total cost of generating a lead, calculated by dividing total demand generation expenses by the number of leads acquired. This helps assess the efficiency and cost-effectiveness of your demand generation campaigns.
  • Conversion Rate: the percentage of leads that take a desired action, such as signing up for a newsletter or requesting a demo.
  • Why It Matters: Measures how well your content and campaigns are converting leads into engaged prospects or customers.
  • Marketing Qualified Leads (MQLs): leads that meet certain criteria indicating they are more likely to become customers based on their interactions and behaviours. This helps evaluate the effectiveness of your demand generation in producing high-quality leads.
  • Sales Qualified Leads (SQLs): MQLs that have been vetted by the sales team and are deemed ready for direct sales engagement. This indicates how well demand generation efforts are aligning with sales goals and the quality of leads being passed on to the sales team.
  • Lead-to-Customer Conversion Rate: the percentage of leads that eventually become paying customers. This measures the effectiveness of your entire demand generation and sales process in turning leads into customers.
  • Customer Acquisition Cost (CAC): the total cost of acquiring a new customer, including all marketing and sales expenses. This provides insights into the overall efficiency and ROI of your demand generation efforts.
  • Engagement Metrics: metrics such as click-through rates (CTR), time spent on site, and social media interactions. This indicates how well your content and campaigns are resonating with your audience.
  • Return on Investment (ROI): the overall return on the resources invested in demand generation, calculated by comparing revenue generated to the cost of demand generation activities. This evaluates the financial effectiveness and profitability of your demand generation strategies.
  • Lead Source Performance: metrics that show which channels or sources (e.g., social media, SEO, PPC) are generating the most leads. This helps identify the most effective channels for your demand generation efforts, allowing you to allocate resources more efficiently.
  • Content Performance: metrics related to how well different pieces of content are performing, such as downloads, shares, and lead generation from specific content pieces. This provides insights into which content resonates most with your audience and drives the most engagement.

See what
Branded Demand
can do for you.

High-quality leads. Heightened brand awareness. Both can be yours – we’ll show you how.