10 Demand Generation Activities for B2B Growth Success

In today’s competitive B2B landscape, simply generating leads isn’t enough. You need to create genuine demand, sparking curiosity, building trust, and guiding prospects toward your solution before they even enter your sales funnel. That’s where demand generation activities come in.

This guide breaks down the most effective, repeatable demand generation activities you can use to attract, engage, and convert high-value customers. Whether you’re building a strategy from scratch or looking to refine your existing programs, these actionable steps will help you drive measurable results.

1. Set Clear Objectives and Build a Demand Generation Strategy

The foundation of any successful demand generation program is a well-defined strategy built on clear, measurable objectives. Without specific goals, it’s impossible to track progress or optimize your efforts.

Define SMART Demand Generation Goals

Start by setting SMART objectives: goals that are Specific, Measurable, Achievable, Relevant, and Time-bound. These could include:

• Increasing brand awareness in your target market

• Generating a set number of Marketing Qualified Leads (MQLs) or Sales Qualified Leads (SQLs) each quarter

• Improving conversion rates between key funnel stages

• Driving engagement within target accounts

Map Out Your Demand Generation Framework

Develop an overarching framework that connects your goals to actionable tactics and measurement. This includes:

• Identifying funnel stages: Clarify what defines an MQL, SQL, and other critical milestones in your pipeline.

• Selecting target accounts: Utilize data and sales inputs to prioritize high-value prospects for targeted campaigns.

• Creating persona-based nurture tracks: Tailor your messaging and content to the specific needs of each buyer persona.

• Developing distribution plans: Decide how you’ll deliver content and offers across channels to maximize reach and engagement.

Use Templates and Tools for Consistency

Leverage marketing templates and planning tools to streamline campaign execution and ensure your team is following a consistent process. Regularly review and update your strategy based on the results and feedback you receive.

Measure Success and Iterate

Track your progress against established objectives. Use analytics to identify what’s working, where prospects are dropping off in the funnel, and how you can refine your approach for better results.

By setting clear goals and building a strategic demand generation framework, you’ll align your team, focus your resources, and lay the groundwork for sustained growth.

Read More: How to Build a B2B Demand Generation Program

2. Identify and Research Your Ideal Customer Profile

Effective demand generation starts with a deep understanding of who you’re targeting. By thoroughly researching your ideal customer profile (ICP) and buyer personas, you can tailor your campaigns, messaging, and offers for maximum relevance and impact.

Map Out the Buyer’s Journey

Begin by creating a buyer journey map that outlines each stage your prospects go through, from initial awareness to decision and advocacy. This helps you anticipate their needs, questions, and pain points at every touchpoint.

Build Detailed Buyer Personas

Develop buyer personas based on real data and insights. Go beyond surface-level demographics to include:

• Demographic data: Age, location, job title, company size, industry

• Firmographic data: Company revenue, number of employees, sector, growth stage

• Pain points: Specific challenges and goals your solution addresses

• Decision-making criteria: Factors and triggers that influence their choices

Use customer data from your CRM, sales team insights, and direct feedback to make these personas as accurate and actionable as possible.

Conduct Targeted Research

• Keyword research: Identify the topics, questions, and phrases your ICP searches for online to inform your content strategy.

• Campaign targeting: Use firmographic and behavioral data to segment your audience and personalize outreach.

• Sales processes: Collaborate with your sales team to understand common objections, buying triggers, and key influencers involved in the purchase.

Develop Target Account Lists

For B2B demand generation, create target account lists based on your ICP. Prioritize accounts that closely match your ideal profile and have the highest potential for conversion and long-term value.

3. Create Value-Driven, Stage-Specific Content and Repurpose it

Creating high-quality, valuable content is at the heart of every effective demand generation strategy. But to truly stand out and drive results, it’s not just about producing new materials; it’s also about making the most of what already works. Repurposing successful content ensures your best ideas reach a wider audience and continue to deliver value across multiple channels.

Crafting High-Quality, Valuable Content

To attract and engage your ideal prospects, focus on content that is:

• Relevant: Address the real challenges, questions, and goals of your target audience.

• Educational: Provide insights, solutions, or step-by-step guidance that help readers solve problems or make informed decisions.

• Actionable: Include clear takeaways or next steps that encourage engagement or further exploration.

• Well-Structured: Use clear headings, concise paragraphs, and visual elements (like bullet points or infographics) to make your content easy to read and digest.

Types of content that perform well for demand generation include:

• Blog posts and articles

• E-books and whitepapers

• Case studies and customer stories

• Webinars, videos, and podcasts

• Templates, checklists, and guides

Repurposing Content for Broader Reach

Repurposing is the process of transforming existing, high-performing content into new formats or adapting it for different channels. This approach helps you:

• Extend the lifespan of your best ideas

• Reach new segments of your audience who prefer different content types

• Boost SEO and increase visibility across platforms

Ways to Repurpose Content:

1. Turn a webinar into a series of blog posts or infographics.

2. Summarize a detailed whitepaper as a checklist or quick-start guide.

3. Transform customer success stories into short video testimonials or social media posts.

4. Update older articles with fresh data and insights, then redistribute them to your audience.

5. Compile related blog posts into an e-book or downloadable resource.

Best Practices for Content Creation and Repurposing

• Start with your audience: Use analytics to identify which topics and formats resonate most with your ideal customers.

• Maintain consistency: Ensure your brand voice and messaging are aligned across all content and channels.

• Optimize for each platform: Tailor your repurposed content to fit the style and requirements of the channel (e.g., shorter posts for social media, in-depth guides for your website).

• Track performance: Monitor how each piece of content performs so you can prioritize future creation and repurposing efforts.

4. Leverage Account-Based Marketing (ABM)

Account-Based Marketing (ABM) and personalization are essential demand generation activities for B2B organizations aiming to convert their most valuable prospects. Instead of casting a wide net, ABM focuses resources on a select group of high-potential accounts, delivering tailored experiences that resonate with each target.

Why ABM and Personalization Matter

Traditional marketing often relies on broad messaging, but today’s buyers expect relevance at every touchpoint. ABM allows you to:

• Prioritize accounts that closely match your ideal customer profile (ICP)

• Align marketing and sales to work toward shared goals

• Deliver personalized content and outreach that speaks directly to each account’s needs

Personalization, when combined with ABM, increases engagement, shortens sales cycles, and boosts conversion rates by making prospects feel understood and valued.

How to Implement ABM and Personalization in Demand Generation

1. Identify and Prioritize Target Accounts. Work with your sales team to build a list of high-value accounts based on firmographic data (industry, company size, revenue) and behavioral signals (website visits, content engagement).

2. Research and Map Key Stakeholders. Understand the decision-makers and influencers within each target account. Map out their roles, pain points, and buying motivations.

3. Develop Tailored Messaging and Content. Create resources that address the specific challenges and goals of each account. Examples include:

• Custom case studies

• Personalized email sequences

• Account-specific landing pages or microsites

• Targeted ads highlighting relevant solutions

4. Orchestrate Multi-Channel Outreach. Use a coordinated mix of channels, email, LinkedIn, direct mail, and events to reach stakeholders where they’re most active. Ensure every touchpoint is personalized and relevant.

5. Align Sales and Marketing Efforts. Hold regular check-ins between marketing and sales to share insights, track engagement, and adjust strategies in real time. This collaboration ensures a seamless experience for the prospect.

6. Measure and Optimize. Track engagement metrics for each account (opens, clicks, meeting bookings, pipeline progression). Use these insights to refine your messaging and outreach for even better results.

Example: ABM and Personalization in Action

Suppose you’re targeting a Fortune 500 company in the finance sector. Instead of sending generic emails, you:

• Reference recent industry news or company achievements in your outreach

• Share a case study relevant to their specific challenges

• Invite key stakeholders to an exclusive webinar tailored for finance leaders

This approach demonstrates that you understand their business and are committed to providing solutions that matter to them.

5. Engage and Nurture Prospects with High-Impact Tactics

Effectively engaging and nurturing your prospects is critical for moving them from initial interest to loyal customers. By combining interactive tactics, like webinars, events, free trials, and referral programs, with ongoing nurturing campaigns, you create multiple touchpoints that build trust and drive conversions.

High-Impact Engagement Tactics

To capture attention and sustain interest, consider a mix of these proven activities:

• Webinars and Workshops: Host educational sessions on relevant topics, product deep-dives, or industry trends. Interactive formats, such as live Q&As or panel discussions, encourage participation and allow you to address prospects’ specific questions.

• Conferences and Events: Organize or participate in industry conferences, networking events, or roundtables to connect with prospects face-to-face or virtually. These settings foster relationships and position your brand as a thought leader.

• Free Trials and Freemiums: Offer prospects the opportunity to experience your product or service firsthand, risk-free. A well-structured free trial or freemium model allows users to see value quickly, increasing the likelihood of conversion.

• Referral Programs: Empower your satisfied customers to advocate for your brand. Design referral schemes that reward both the referrer and the new customer, leveraging word-of-mouth to generate high-quality leads.

Nurturing Campaigns

Engagement doesn’t end after the first interaction. Lead nurturing is the process of building ongoing relationships with prospects through personalized, relevant communication:

• Nurture Emails: Develop automated email sequences that deliver valuable content, address pain points, and guide prospects through the decision-making journey. Use marketing automation to segment your audience and tailor messaging based on behavior and interests.

• Valuable Content: Share competitive product comparison articles, customer experience reviews, and case studies to help prospects evaluate options and see real-world results.

• Marketing Automation: Implement automation tools to trigger timely follow-ups, track engagement, and score leads based on activity. This ensures no opportunity falls through the cracks and allows you to prioritize the most sales-ready prospects.

Best Practices for Engagement and Nurturing

• Personalize every touchpoint: Use data and behavioral insights to customize communications and offers.

• Maintain consistent communication: Regularly engage prospects across channels, email, social, and events, without overwhelming them.

• Educate and empower: Focus on helping, not just selling. Provide resources that genuinely address your audience’s needs.

• Monitor and optimize: Track engagement metrics for each tactic (e.g., webinar attendance, free trial activation, referral participation) and refine your approach based on what drives the best results.

By integrating these engagement tactics and nurturing strategies into your demand generation program, you’ll build stronger relationships, increase trust, and accelerate prospects through your pipeline, ultimately driving higher conversions and long-term loyalty.

🎁 Free Resource: The B2B Demand Generation Template

You’ve learned the key building blocks, now map them into your own funnel. Download our Free B2B Demand Generation Template (PDF) to:

• Plan each funnel stage from awareness to conversion

• Align sales and marketing around one growth goal

• Track KPIs and campaigns in a single view

👉 Downloadable Resources: (Get a free template that includes a practical framework built for modern B2B marketers.)

6. Expand Reach and Accelerate Growth Through Partnerships and Collaboration

Strategic partnerships are a powerful way to amplify your demand generation efforts. By working with industry partners, media outlets, and companies offering complementary products or services, you can tap into new audiences, strengthen business-to-business (B2B) relations, and enhance every stage of the buyer journey.

Build Mutually Beneficial Partnerships

Identify non-competing organizations that share your target audience or offer solutions that complement your own. Effective partner selection is the foundation for successful collaboration and maximizes the impact of joint efforts.

• Industry Partners: Collaborate with thought leaders or established brands in your sector to increase credibility and trust.

• Media Partners: Leverage media outlets and industry publications to distribute co-created content and reach highly targeted audiences.

• Complementary Products or Services: Team up with businesses whose offerings add value to your own, creating bundled solutions or exclusive deals.

Launch Joint Demand Generation Campaigns

Work closely with your partners to co-create content, host events, and run campaigns designed to engage shared audiences:

• Co-Created Content: Develop webinars, whitepapers, case studies, or guides that combine your expertise with your partner’s unique perspective. This provides added value for your audience and demonstrates industry leadership.

• Joint Events and Networking: Host conferences, roundtables, or workshops together to boost attendance, foster networking, and create memorable touchpoints throughout the buyer journey.

• Partner Channels: Share content and offers across each partner’s owned channels, websites, newsletters, and social media, to expand your reach far beyond your existing network.

Maximize the Value of Collaboration

• Align Goals and Metrics: Set clear objectives and agree on success metrics with your partners from the start. This ensures both parties are invested in the outcome and can measure ROI effectively.

• Maintain Open Communication: Schedule regular check-ins to share updates, review performance, and identify new opportunities for collaboration.

• Leverage Automation and Integration: Use marketing automation tools to coordinate campaign execution, track leads, and attribute results accurately across partners.

By embracing partnerships and collaboration as a core demand generation activity, you’ll accelerate B2B prospecting, deepen business relationships, and unlock new growth opportunities that wouldn’t be possible alone.

7. Empower Customers and Drive Growth with Referral Programs

Your most satisfied customers are powerful advocates who can help you generate high-quality leads and accelerate growth. A well-structured referral program turns customer loyalty into a scalable demand generation engine.

Build an Effective Referral Program

Design a referral program that makes it easy and rewarding for customers to introduce your brand to their peers:

• Offer meaningful incentives: Provide rewards, such as discounts, account credits, exclusive access, or even cash, for successful referrals. Ensure the incentive is attractive to both the referrer and the new customer.

• Simplify the sharing process: Make it effortless for customers to refer others. Use digital referral links, pre-written messages, or in-app prompts to encourage and track referrals.

• Promote your program: Highlight your referral program in onboarding emails, customer newsletters, post-purchase communications, and on your website.

Leverage Advocacy and Social Proof

Showcase the positive experiences of your current customers to inspire confidence in prospects:

• Feature customer success stories: Use testimonials, case studies, and user-generated content in your marketing to demonstrate real-world results.

• Encourage peer-to-peer sharing: Motivate customers to share their experiences on social media or within their professional networks.

Track, Measure, and Optimize

Monitor the performance of your referral program to maximize its impact:

• Track referral sources: Use analytics tools to see which channels and customers are generating the most referrals.

• Measure conversion and retention rates: Assess the quality and long-term value of referred leads compared to other sources.

• Iterate and improve: Gather feedback from participants and adjust your program to enhance participation and results.

By empowering your happiest customers to become advocates, you’ll tap into trusted networks, generate warm leads, and create a virtuous cycle of brand growth and loyalty.

8. Distribute Content and Engage Prospects Across Multiple Channels

Maximizing the reach and impact of your demand generation efforts requires a strategic approach to content distribution. By leveraging a variety of marketing channels, including social media, email, events, and digital advertising, you ensure your message connects with prospects wherever they are in their buyer journeys.

Activate a Multi-Channel Distribution Strategy

To build brand recognition and foster deeper engagement, distribute your content through a mix of channels tailored to your audience’s preferences:

• Social Media: Share thought leadership, industry news, and valuable resources on platforms where your audience is active. Engage in real-time conversations, respond to comments, and use social listening to identify emerging trends or concerns.

• Emailing: Deliver personalized content directly to prospects’ inboxes. Use segmentation and dynamic content to ensure each recipient receives messaging relevant to their stage in the buyer’s journey.

• Events and Face-to-Face Communication: Participate in or host webinars, conferences, and workshops to connect with prospects in real time. These interactions build trust and allow for meaningful, two-way communication.

• Content Syndication: Partner with trusted third-party platforms to extend your content’s reach to new, highly targeted audiences.

• Digital and Display Advertising: Surround your prospects with consistent messaging across the web. Use display advertising to reinforce your brand and retarget website visitors, keeping your solution top-of-mind throughout the buying process.

Orchestrate an Omnichannel Demand Approach

An effective multi-channel strategy isn’t just about being present on every platform, it’s about creating a seamless, integrated experience. Ensure your channels are connected so that prospects can move fluidly between them, receiving consistent messaging and support at every touchpoint.

• Align messaging and branding: Maintain a cohesive voice and visual identity across all distribution channels.

• Map content to the buyer’s journey: Deliver the right information at the right time, whether your prospect is discovering your brand, evaluating solutions, or ready to make a decision.

• Coordinate timing and cadence: Use automation tools to schedule content distribution and follow-ups, ensuring timely and relevant engagement.

Measure Channel Performance and Optimize

Track key metrics such as open rates, click-through rates, engagement, and conversions for each distribution channel. Compare performance against industry benchmarks and use these insights to refine your approach, doubling down on high-performing channels and adjusting tactics where needed.

By executing a well-coordinated multi-channel marketing and distribution strategy, you’ll amplify your reach, strengthen brand recognition, and engage prospects more effectively, ultimately accelerating your demand generation results.

9. Measure, Test, and Optimize Everything

Tracking, analyzing, and optimizing your demand generation activities is essential for driving continuous improvement and maximizing results. By systematically measuring performance, you can identify what’s working, uncover growth opportunities, and ensure your efforts align with your business goals.

Key Metrics to Track

To evaluate the effectiveness of your campaigns, focus on metrics such as:

• Click-through rates: Measure the percentage of recipients who engage with your content or offers.

• Conversion rates: Track how many prospects take desired actions, such as filling out a form or requesting a demo.

• Engagement rate: Assess overall interaction with your content across channels.

• Rate per channel: Compare performance across email, social media, webinars, and other channels.

• Data accuracy and governance: Ensure your data is clean, compliant, and up to industry standards for global governance.

Tools and Automation

Leverage automation platforms and analytics tools (such as Leadfeeder) to collect, organize, and visualize your data efficiently. Automation helps you:

• Streamline tracking across multiple campaigns

• Reduce manual errors

• Maintain global compliance and data governance

Gathering Deeper Insights

Go beyond quantitative metrics by using:

• Questionnaires and feedback forms: Collect direct input from your audience to understand their needs and preferences.

• Industry benchmarks: Compare your results against industry standards to identify strengths and areas for improvement.

• Key insights: Analyze patterns and trends in your data to guide strategic decisions.

Testing and Continuous Improvement

Regular testing is crucial for optimization. Apply A/B or multivariate testing to elements such as:

• Subject lines and calls-to-action

• Landing page layouts

• Messaging and creative variations

Use the results to refine your approach, double down on what works, and eliminate what doesn’t.

Best Practices for Data Analysis and Optimization

• Prioritize data quality: Regularly clean and validate your data to ensure accuracy.

• Monitor compliance: Stay up to date with global data privacy and governance requirements.

• Act on insights: Use your findings to adjust campaigns, allocate resources, and set new goals.

By making data analysis and optimization a core part of your demand generation strategy, you’ll drive better performance, higher ROI, and sustained growth.

10. Align Sales and Marketing to Drive Cohesive Demand Generation

Strong demand generation requires seamless collaboration between your sales and marketing teams. When both departments are aligned, you create a unified buyer experience, accelerate the sales cycle, and maximize the impact of your campaigns.

Establish Common Goals and Metrics

Start by defining shared objectives, such as revenue targets, lead quality, or conversion rates, that both teams are committed to achieving. Use tracked results and regular reporting to ensure everyone is working toward the same outcomes.

• Set common goals: Collaborate on defining what success looks like for each stage of the buying cycle.

• Develop a target account list: Work together to identify and prioritize high-value prospects for focused outreach.

Foster Communication and Collaboration

Encourage open dialogue and frequent interaction to keep teams in sync throughout the sales cycle.

• Hold joint meetings: Schedule weekly calls or regular check-ins to review progress, share insights, and address challenges.

• Coordinate event strategies: Plan events, webinars, and campaigns together to ensure cohesive messaging and follow-up.

Enable Sales with the Right Content and Tools

Ensure your sales team has easy access to marketing assets and resources that support every stage of the buyer journey.

• Centralize content access: Use shared platforms or sales enablement tools to organize and distribute up-to-date materials.

• Provide training on software and tools: Equip both teams with the knowledge to use CRM, marketing automation, and analytics platforms for better collaboration.

Monitor and Optimize Alignment

Regularly assess the effectiveness of your collaboration and make adjustments as needed.

• Track results: Measure how alignment impacts lead quality, conversion rates, and overall revenue.

• Gather feedback: Solicit input from both teams to identify areas for improvement and celebrate wins.

By prioritizing sales and marketing alignment, you’ll create a more cohesive demand generation engine, one that delivers a seamless experience for prospects and drives stronger business outcomes.

Conclusion

Demand generation is more than a set of tactics; it’s an ongoing commitment to understanding your audience, delivering value, and building lasting relationships. By implementing these proven activities, you’ll not only fill your pipeline with high-quality leads but also accelerate revenue growth and establish your brand as an industry leader.

Ready to take your demand generation to the next level? Start by setting clear goals, knowing your customer, and delivering content and experiences that truly resonate.

FAQs

1. What is the difference between demand generation and lead generation?
Demand generation focuses on creating awareness and interest in your brand or product among a broad audience, nurturing them through education and value until they’re ready to consider a purchase. Lead generation, on the other hand, is the process of capturing contact information from interested prospects, often as a result of successful demand generation efforts.

2. Which channels are most effective for B2B demand generation?
The most effective channels vary by audience, but commonly include content marketing (blogs, whitepapers, webinars), email campaigns, LinkedIn and other social media platforms, industry events, and account-based marketing. A multi-channel approach ensures your message reaches prospects wherever they are in their buying journey.

3. How do I measure the success of my demand generation activities?
Key metrics to track include website traffic, engagement rates, click-through rates, conversion rates, number of Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs), and overall pipeline growth. Using marketing automation and analytics tools can help you attribute results to specific campaigns and optimize your strategy.

4. How often should I update my demand generation strategy?
Regular reviews are essential, quarterly is a good starting point. Analyze performance data, gather feedback from sales and marketing teams, and stay attuned to shifts in your target market or industry trends. Adjust your tactics, content, and channels based on what’s working and where new opportunities emerge.

5. What are some common mistakes to avoid in demand generation?
Common pitfalls include neglecting to define clear goals, failing to align sales and marketing teams, relying on a single channel, producing low-quality or irrelevant content, and not tracking or optimizing performance. Ensuring a data-driven, customer-centric, and multi-channel approach helps avoid these mistakes.