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Demand Generation
Inbound marketing and lead generation that fills the pipeline.
Demand generation turns digital marketing into a predictable source of qualified leads and pipeline. Strategiza plans and manages your inbound marketing and lead generation, from SEO, content and social to paid campaigns, landing pages, nurture and attribution, so you can see exactly how marketing drives sales.
01 Inbound marketing strategy and management
02 Lead generation across digital channels
03 Lead nurturing and sales alignment
04 Attribution tied to pipeline and revenue
Why it matters
More leads isn’t the goal. More pipeline is.
Many marketing programs are judged on clicks, impressions and form fills. Sales teams then complain that leads are poor quality, budgets get cut and marketing struggles to prove its value.
Demand generation starts with the revenue target and works backward: who you need to reach, what will move them, how leads are nurtured and qualified, and how every campaign is tracked to pipeline and closed deals.
Signs you need demand generation
- Sales says marketing leads aren’t qualified.
- Pipeline is unpredictable from month to month.
- You can’t tell which campaigns produce revenue.
- Leads come in, but there’s no nurture or follow-up process.
- Ad spend is rising faster than pipeline.
- Marketing and sales disagree on targets and definitions.
How we work
A repeatable engine for pipeline.
We build demand generation as a system, not a series of one-off campaigns.
01
Plan
We work back from revenue targets to define ideal customers, lead and pipeline goals, budget, channels and the metrics that matter.
02
Build
We set up tracking, landing pages, offers, content, forms, nurture flows and the lead management process with sales.
03
Attract & capture
We run inbound and paid programs across SEO, content, social, email, paid search and paid social to attract and convert the right buyers.
04
Nurture & optimize
We nurture leads to sales-readiness, report on pipeline and revenue, and shift budget to what works.
What we deliver
Everything it takes to generate demand.
01
Inbound marketing
SEO, content marketing, social media and email programs that attract buyers who are actively looking for solutions like yours.
02
Lead generation campaigns
Paid search, paid social, display and retargeting focused on qualified leads and cost per opportunity.
03
Content & offers
Guides, webinars, assessments, case studies and other offers that attract, capture and qualify buyers.
04
Landing pages & conversion
High-converting landing pages, forms and calls to action that turn visitors into leads.
05
Nurture & lead management
Email nurture, lead scoring, lifecycle stages, account-based programs and service-level agreements with sales.
06
Attribution & reporting
Tracking and dashboards that connect every channel and campaign to leads, pipeline and revenue.
Why Strategiza
Demand generation run by former in-house marketing leaders.
Strategiza’s leadership has run demand generation as an in-house CMO, with marketing technology and clean attribution connecting every campaign to pipeline and revenue. We bring that same accountability to your programs.
- Revenue first. Every program is measured in pipeline and closed business.
- Sales aligned. Shared definitions, handoffs and reporting with your sales team.
- Full funnel. From awareness to opportunity, not just top-of-funnel leads.
- Data driven. Budget moves to what produces pipeline.
- Month-to-month. Ongoing programs with no long-term lock-in.
Engagement models
Strategy, then ongoing programs.
Demand generation strategies and setup are fixed-fee projects. Campaign management and optimization run month-to-month. Media spend is separate from our fees. See how pricing works.
Done with you
We build the strategy, plans and infrastructure, and coach your team as they run campaigns.
Done for you
We run demand generation for you: campaigns, content, nurture, optimization and pipeline reporting.
FAQ
Demand generation questions.
What’s the difference between inbound marketing and lead generation?
Inbound marketing attracts buyers with helpful content, search visibility and social presence. Lead generation captures and converts that interest, along with paid campaigns, into qualified leads. Demand generation brings both together with nurture and sales alignment to build pipeline.
How soon will we see results?
Some channels, such as paid search, can produce leads quickly. Building a predictable pipeline engine typically takes a few months of testing and optimization. We agree on milestones up front.
Do you work with B2B companies?
Yes. Demand generation is especially valuable for B2B companies with longer sales cycles and multiple decision-makers.
Which tools do you use?
We work with your CRM and marketing automation platform, such as HubSpot, along with analytics and ad platforms. See HubSpot Consulting.
How is this different from Performance Marketing?
Performance Marketing focuses on paid and digital channels optimized for measurable results. Demand generation includes those channels plus nurture, account-based marketing and sales alignment to build pipeline.
Related services
Let’s talk about your pipeline.
Book a free 30-minute strategy call. Tell us about your pipeline goals and current marketing, and we’ll recommend the right next step.
info@strategiza.com
+1 480 215 5282 · Irvine, California