Published on
June 6, 2024

12 B2B Demand Generation Examples That Work in 2024

Maria Ledentsova
Digital Marketing Manager

You have a great product. But no one is talking about it and the customer pipeline is... weak? Demand generation can build awareness and interest in your products to drive demand, by nurturing relationships & guiding customers through the buying journey. In this blog post, I'll cover 12 demand generation tactics you can try to achieve your marketing goals in 2024:

1. Account-Based Marketing (ABM)
2. Content Marketing
3. Email Marketing
4. Social Media Advertising
5. Webinars and Virtual Events
6. Search Engine Optimization (SEO)
7. Paid Search Advertising (PPC)
8. Influencer Marketing
9. Retargeting Campaigns
10. Lead Nurturing Campaigns
11. Video Marketing
12. Data-Driven Marketing

Demand generation is about creating awareness and interest in your products or services to drive demand. It’s not just about getting leads; it's about nurturing relationships and guiding potential customers through the buying journey. In B2B marketing you have to establish your brand as a thought leader, build trust, and differentiate your brand from the competition.

Demand gen can help with that.

In this blog post, I'll share 12 proven demand generation tactics with examples, that will help you stay ahead of the curve and achieve your marketing goals in 2024. Let’s dive right in:

1. Account-Based Marketing (ABM)

What is ABM?

Account-Based Marketing (ABM) is a strategy where marketing teams treat individual prospects or customers as unique markets. Instead of using a broad approach, ABM focuses on personalized campaigns that directly address the specific needs of high-value accounts. This method aligns marketing and sales teams, and will lead to you building stronger relationships with the clients.

Example of a Successful ABM Campaign

A great example of ABM in action is Intridea’s targeted billboard campaign. Intridea, a web design company, wanted to capture the attention of Ogilvy & Mather, a major advertising firm. They put up a custom billboard near Ogilvy’s office in Manhattan with a direct message aimed at them. This creative and direct approach led to significant PR and engagement. CEO Lou Aversano and the Managing Director, Dimitri Maex, both called to say they liked the billboard, and invited them to a team meeting in their office.

Another impressive example is Snowflake's use of personalized content. They created tailored content for different stages of their target accounts' buying journeys. This not only built trust but also significantly improved customer engagement and conversion rates:

"Overall, Snowflake has experienced a 60% increase in engagement in Q2 FY22 alone, and the best part is that these wins are shared across the company. Intellimize not only helped my ABM team achieve more personalized experiences for our customers, it also provided us the time to become more aligned internally and improve our collaboration. In ABM, we don’t create anything in isolation; we incorporate elements from our marketing and sales counterparts. Demand gen runs webinars and creates content, field marketing creates events, SDRs do outreach, and we curate it with hyper-personalized messaging for top accounts. We’re cross-functionally integrated, so our wins are these other teams’ wins too." - Hillary Carpio, Director of Account Based Marketingat Snowflake

Key Takeaways

  1. Personalization is Essential: Tailor your content and messaging to the specific needs of your target accounts. Use personalized videos, dynamic landing pages, and targeted ads to create a relevant experience for your prospects.
  2. Be Creative: Innovative tactics can make your ABM campaigns stand out. Whether it’s a bold billboard or personalized website content, creative strategies capture attention and build stronger connections.
  3. Align Marketing and Sales: Ensure seamless collaboration between marketing and sales teams. Let marketers analyze sales calls for example. This alignment makes the transition from marketing-qualified leads to sales-qualified leads smooth and efficient.
  4. Leverage Technology: Use ABM platforms and tools to streamline efforts and gain valuable insights. Tools like Demandbase and Metadata to help automate and optimize your campaigns, making it easier to target and engage high-value accounts.

2. Content Marketing

Types of Content That Drive Demand

Content marketing is crucial for driving demand in B2B marketing. Here are some of the most effective types of content:

  1. eBooks: These provide in-depth information on a specific topic, positioning your brand as an authority. They are excellent for lead generation as users often exchange their contact information to download them.
  2. Whitepapers: Similar to eBooks, whitepapers offer detailed reports on industry topics, presenting research findings or insights that can influence decision-making.
  3. Templates: One could say this is a more innovative type of content. Nowadays you can build interactive courses, lists, dashboards and overviews in tools like Notion and Airtable, and let potential customers discover them through Social Media or Search, to gather leads this way and provide value.
  4. Case Studies: These showcase real-life examples of how your product or service helped a client solve a problem, providing social proof and practical illustrations of your value.

Using these types of content helps in establish trust, educate your audience, and drive them through the sales funnel.

Example of a High-Performing Content Marketing Strategy

Hubspot. Do I need to say more? They are a great example of a high-performing B2B content marketing strategy. HubSpot excels at creating valuable, educational content tailored to the needs of its audience, which consists of marketers, sales professionals, and customer service teams.

Strategy Details

  1. Comprehensive Content Library: HubSpot offers a wide range of content, including blog posts, eBooks, whitepapers, webinars, and tutorials. This content addresses various stages of the buyer's journey, ensuring that potential customers can find relevant information regardless of where they are in their decision-making process.
  2. Educational Focus: The content is highly educational, helping their audience solve problems and improve their business processes. This positions HubSpot as a trusted authority in marketing, sales, and customer service, making prospects more likely to consider their products.
  3. SEO Optimization: HubSpot's content is meticulously optimized for search engines. They use keyword research to ensure their content ranks highly on search engines, driving organic traffic to their website.


This approach has led to significant success for HubSpot, helping them build a massive online presence and generate a steady stream of high-quality leads. Their focus on educational content not only attracts potential customers but also nurtures them through the sales funnel, ultimately driving conversions and customer loyalty​ (HubSpot Blog)​​.

By following HubSpot's example, you can create a content marketing strategy that not only attracts but also educates and converts your target audience, driving demand for your B2B offerings. Do check out their blog to see what they're doing.

Tips for Creating Engaging Content in 2024

  1. Personalization: Tailor your content to address the specific needs and interests of your audience. Use data and tools like AnswerThePublic or UberSuggest to understand their interests and painpoints and customize your messaging accordingly.
  2. Interactive Content: Incorporate elements like quizzes, polls, and interactive infographics to engage users actively. This type of content is more likely to be shared and can drive higher engagement rates.
  3. Leverage Video: Video content continues to grow in popularity. Use short-form videos for quick engagement and longer videos for in-depth tutorials or case studies. Platforms like LinkedIn and TikTok are particularly effective for B2B video content.
  4. Consistent Publishing: Maintain a regular publishing schedule. Consistency helps build an audience and keeps your brand top of mind. Aim to publish high-quality content regularly, whether it's blog posts, videos, or social media updates.
  5. Focus on Quality and Usefulness: Ensure your content is not only high-quality but also useful to your audience. Comprehensive, data-driven content that addresses user intent tends to perform better and rank higher in search results.

3. Email Marketing

Importance of Personalized Email Campaigns

Personalized email campaigns are essential for effective B2B marketing. They will help you build stronger relationships with your audience by addressing their specific needs and pains. Personalization goes beyond using the recipient's name; it includes tailoring content based on their behavior, job, interests, and previous interactions. This approach can significantly increase engagement rates and conversions, making your email marketing efforts more effective.

Example of an Effective Email Marketing Campaign

A standout example of an effective email marketing campaign is Sephora's video tutorial emails.

Sephora sends out emails with video tutorials that demonstrate how to use their products. These emails help to eliminate any uncertainty customers might have about the products, thereby increasing their confidence and likelihood to purchase. The visual and educational approach makes the email highly engaging and useful, driving conversions effectively.

Best Email Marketing Practices

  1. Leverage Segmentation: Segment your email list to send more relevant content to different groups. This could be based on demographics, purchase history, or engagement levels. Segmenting your audience allows you to tailor your messages more precisely, which can significantly improve open and click-through rates.
  2. Use Interactive Content: Incorporate interactive elements like polls, quizzes, and videos in your emails. Interactive content can increase engagement and make your emails more memorable. For example, using an eye-catching video thumbnail with a compelling play button can encourage recipients to watch your video.
  3. Focus on Mobile Optimization: Ensure your emails are optimized for mobile devices. With a significant portion of users accessing emails on their phones, a mobile-friendly design is crucial for maintaining engagement. Use responsive design techniques to ensure your emails look great on any device.
  4. Write Engaging Subject Lines: Your subject line is the first thing recipients see, and it significantly impacts your open rates. Keep it short, use action-oriented language, and make it intriguing. Hubspot has a very cool resource where they dissect subject lines and examples.
  5. Automate Where Possible: Use automation tools to streamline your email campaigns. Automation can help you send timely, relevant emails based on user behavior, such as welcome emails, cart abandonment emails, and re-engagement campaigns. This ensures you are always communicating effectively without manual effort.

4. Social Media Advertising

Role of LinkedIn and Other Platforms in B2B Demand Generation

Ahh B2B and LinkedIn. They go together like bread and butter. If you're in B2B, chances are your target audience is on LinkedIn. And it is a powerhouse for B2B demand generation.

LinkedIn offers unparalleled targeting capabilities that allow you to reach decision-makers, industry leaders, and potential clients directly. LinkedIn's robust data on job titles, company sizes, industries, and professional interests makes it easier to tailor your messages and content to the right audience. Platforms like Facebook, Twitter, and even Instagram are also becoming increasingly relevant for B2B marketing, too. They allow businesses to engage with a broader audience, create brand awareness, and generate leads through targeted ads and interactive content.

Example of a Successful Social Media Ad Campaign Test

One successful example is Shopify's Ad campaign test. Shopify shifted its focus from a "Sign Up" event to a "Start Trial" event, allowing potential customers to experience the platform immediately. This change led to a 16% increase in customer acquisition and a 14% decrease in customer acquisition costs. The campaign was successful because it targeted high-quality leads ready to engage deeply with the product, leveraging video content and precise targeting to maximize impact.

Trends to Watch in 2024

  1. Interactive and Engaging Content: In 2024, interactive content like polls, quizzes, and live discussions are key for engaging your audience and gathering valuable insights. Try them! They can transform passive content consumption into active participation, making your social media campaigns more effective.
  2. Cross-Channel Integration: Integrating your social media efforts with other marketing channels, such as email campaigns and webinars, can create a cohesive brand experience. This approach helps amplify your message and maintain consistency across different platforms.
  3. Employee Advocacy Programs: Encouraging employees to share content about your company on their personal social networks can enhance authenticity and expand your reach. This strategy leverages the genuine connections and trust employees have built in their professional circles.
  4. Video Storytelling: Using video content to tell compelling stories about your brand, products, or industry trends can significantly boost engagement. Videos can showcase product features, share customer testimonials, or highlight behind-the-scenes activities, making your content more relatable and engaging.

5. Webinars and Virtual Events

Benefits of Hosting Webinars

Webinars can be a powerful tool for B2B marketing. Here are the key benefits:

  1. Reach a Larger Audience: Webinars eliminate geographical barriers, allowing you to connect with a global audience.
  2. Boost Brand Awareness: They help build brand authority by showcasing your expertise in the industry.
  3. Generate High-Quality Leads: People who register for webinars are usually interested in your topic, making them higher-quality leads.
  4. Cost-Effective: Webinars are more affordable than in-person events, cutting down on travel and venue costs.
  5. Repurpose Content: Webinar recordings can be turned into blog posts, social media snippets, and more, extending their value. Nowadays there are AI supported tools like Riverside and Contrast that can help here.

Example of a Well-Executed Webinar Campaign

A great example of a successful B2B webinar campaign is from Leadfeeder, a company that offers B2B lead gen solutions.

Strategy Details

  1. Educational Focus: Leadfeeder’s webinars focus on educating their audience about various aspects of lead generation and sales optimization. They cover topics such as how to set up tracking tags, connect Google Analytics, and optimize lead nurturing processes. This educational approach ensures that the content is valuable and directly applicable to their audience’s needs.
  2. Interactive Format: Their webinars are highly interactive, often incorporating live Q&A sessions, polls, and practical demonstrations. For example, they host open office hours where attendees can ask questions and see live demos based on their queries. This level of interaction helps keep the audience engaged and provides immediate value.
  3. Regular Scheduling: Leadfeeder maintains a consistent schedule for their webinars, which helps build a regular audience. They often host webinars on specific days and times that are convenient for their target audience, such as Tuesday afternoons, which research shows are optimal for attendance.
  4. Effective Promotion: The company uses a multi-channel approach to promote their webinars, including email marketing, social media, and community engagement in niche groups. This targeted promotion ensures that they reach the right audience and maximize registration and attendance rates.
  5. Follow-Up Strategy: Post-webinar, Leadfeeder follows up with attendees and non-attendees by sending them recordings of the webinar, additional resources, and surveys to gather feedback. This follow-up helps maintain engagement and nurtures leads further down the sales funnel.


This approach has led to significant success for them, helping them not only educate their audience but also generate high-quality leads and drive sales. The focus on providing practical, actionable insights and maintaining a high level of engagement has made their webinars a cornerstone of their marketing strategy.

By emulating Leadfeeder’s approach, you can create engaging and effective webinars that not only educate your audience but also drive demand for your B2B offerings. Make sure to maintain a focus on providing value, engaging with your audience, and promoting your webinars effectively to maximize their impact​ (Leadfeeder, circle S studio)​.

Strategies for Maximizing Webinar Attendance and Engagement

  1. Interactive Content: Use polls, Q&A sessions, and live chats to engage your audience and make the experience interactive.
  2. Promote Early and Often: Start promoting your webinar at least a month in advance using emails, social media, and your website. Create a compelling landing page for registrations.
  3. Leverage Influencers: Collaborate with industry influencers to co-host webinars or promote your events. Their endorsement can attract a larger audience.
  4. Follow-Up: Send follow-up emails with webinar recordings, additional resources, and a thank-you note to keep the conversation going and nurture leads.

6. Search Engine Optimization (SEO)

Importance of SEO for Demand Generation

SEO is another important tactic for demand generation as it helps your content rank higher in search engine results, making it easier for potential customers to find your solution to their problem.

Effective SEO strategies increase organic traffic, enhance brand visibility, and drive qualified leads to your site. High search engine rankings build trust and credibility, as users tend to trust Google’s top results. This means more engagement and conversions for your business.

Example of a Company with Strong SEO Practices

HubSpot is a prime example of a company excelling in SEO. They create in-depth, high-quality content tailored to their audience's interests and needs. They cover an insanely wide range of topics in marketing, sales, and customer service.

HubSpot also continuously update their content to keep it relevant, ranking high, and valuable. Their strategy includes extensive use of internal linking to improve content discoverability and SEO rankings. This approach has established HubSpot as an authoritative source in their industry, driving significant organic traffic to their site.

SEO Trends and Tips for 2024

  1. AI and Machine Learning: AI-driven tools are becoming more integral to SEO, helping to analyze data and optimize content more effectively. Use AI to enhance keyword research, content creation, and predictive analysis to stay ahead of trends.
  2. Video SEO: With video content consumption on the rise, optimizing video content for search engines is essential. Use keywords in video titles, descriptions, and tags. Create compelling thumbnails and include transcripts to improve accessibility and searchability.
  3. E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness): Google places increasing importance on content created by recognized experts. Establish author entities by highlighting the credentials of your content creators and linking to their profiles.
  4. Topical Authority and Content Clusters: Building comprehensive content clusters around specific topics can enhance your site's authority and improve rankings. Create a network of interlinked content that covers all aspects of a topic in depth.
  5. Search Generative Experience (SGE): Google’s AI-powered snippets are changing how users interact with search results. While these provide quick answers, they also link to full articles for more in-depth information. Ensure your content is detailed and authoritative to be featured in these snippets.

By focusing on these trends and implementing effective SEO strategies, you can enhance your demand generation efforts and maintain a competitive edge in 2024. Stay tuned for more insights on improving your marketing tactics!

7. Paid Search Advertising (PPC)

With PPC you can place your ads at the top of search results and on relevant websites, driving high-intent traffic straight to your offerings. With precise targeting and real-time optimization, PPC can be a cost-effective way to generate leads and boost brand visibility.

Example of a Successful PPC Campaign

Datadog's PPC campaign focused on specific, bottom-of-the-funnel keywords and educational content. This approach led to a 75% increase in sales and a reduced cost per acquisition, showing how targeted PPC efforts can significantly boost results (HawkSEM).

Their key learning and tip for you is: "Keyword research is huge for B2B PPC because we want to ensure we target and attract the right audience with B2B intent. So look for search terms that relate specifically to your target customer’s pain points. For example, we might see something like ‘running low on restaurant supplies’ or ‘affordable commercial kitchen supplies’ as potential keyword opportunities."

PPC Strategies for 2024

  1. Leverage AI and Automation: Use AI tools for ad creation and optimization. Platforms like Google and Amazon offer AI-driven features to enhance ad performance and streamline management.
  2. Use First-Party Data: Rely on data collected directly from your audience to personalize and target ads more effectively, especially as third-party data becomes less reliable.
  3. Adopt an Omnichannel Approach: Expand your PPC efforts to platforms like LinkedIn, Facebook, and Twitter. Each platform offers unique targeting options that can help you reach a broader audience.
  4. Optimize for Mobile and Voice Search: Make sure your ads are mobile-friendly and use conversational keywords to capture voice search queries. This ensures you reach users where they are searching.
  5. Focus on High-Quality Content and Landing Pages: Your ad copy and landing pages should be highly relevant and tailored to your audience’s needs. Clear calls-to-action, fast-loading pages, and on-brand design will improve your conversion rates.

8. Influencer Marketing

Utilizing Industry Influencers in B2B

Influencer marketing isn't just for B2C — it's powerful in B2B too. By partnering with industry influencers, you can leverage their authority and reach to enhance your brand's credibility and visibility. Influencers in your field can help you connect with decision-makers, provide valuable insights, and amplify your message through their established networks.

Example of a Successful Influencer Campaign

Introhive, a B2B company specializing in CRM automation and relationship intelligence, launched a successful influencer marketing campaign to penetrate new markets, particularly the legal sector, which has traditionally been resistant to adopting CRM systems.

Strategy Details:

  1. Educational Playbook: They created a comprehensive playbook addressing common challenges and pain points in the legal industry related to CRM adoption. This playbook provided valuable insights and practical solutions tailored specifically for legal professionals.
  2. Keynote Speakers and Influencers: Introhive partnered with respected keynote speakers and influencers within the legal industry to promote the playbook. These influencers, who were recognized experts in legal marketing and technology, shared the playbook through their networks, adding credibility and reach to the campaign.
  3. Event Promotion: The team leveraged major industry events, such as the Legal Marketing Association conference, to launch and promote their playbook. Influencers spoke at these events, discussing the benefits and applications of Introhive's solutions, which helped drive interest and engagement from attendees.
  4. Social Media and Content Marketing: Influencers also promoted the playbook through their social media channels, blogs, and other content platforms. This multi-channel approach ensured the campaign reached a broad audience and generated significant buzz within the target market.


The campaign generated significant awareness and interest within the legal sector. Partnering with industry influencers helped Introhive reach a previously resistant market, driving lead generation and conversions​ (KeyScouts Blog, IZEA - We Are Influencer Marketing)​.

By following a similar strategy, you can use influencer marketing to effectively penetrate new B2B markets and drive demand for your solutions.

Best Influencer Marketing Practices for 2024

  1. Choose the Right Influencers: Identify influencers who align with your brand values and resonate with your target audience. Platforms like LinkedIn are particularly effective for B2B, but don’t overlook other channels like YouTube and industry-specific blogs.
  2. Be Transparent and Authentic: Ensure all sponsored content is clearly disclosed and that influencers genuinely believe in your products. Authenticity builds trust with your audience and enhances the credibility of your campaign.
  3. Leverage Multiple Channels: Utilize a mix of channels to reach a broader audience. Combining LinkedIn, YouTube, and niche blogs can maximize your reach and impact. SAP’s Sapphire Conference used live video and strategic meetups to engage both in-person and online attendees effectively.
  4. Measure and Optimize: Track key metrics such as engagement rates, reach, conversions, and ROI. Use these insights to refine your strategy and improve future campaigns. Tools like Google Analytics and influencer marketing platforms can help you gather and analyze this data.

9. Retargeting Campaigns

Explanation of Retargeting

Retargeting, also known as remarketing, is a strategy that targets prospects who have already interacted with your brand. When someone visits your website but leaves without converting, retargeting allows you to show them relevant ads as they browse other sites or social media. This keeps your brand top of mind and encourages them to return and complete their purchase. It’s particularly effective because it targets warm leads who are already familiar with your offerings.

Example of an Effective Retargeting Strategy

LeadLander executed a successful B2B retargeting strategy by segmenting their audience based on specific characteristics and creating personalized ads and content for each segment.

They used a multi-channel approach, displaying retargeted ads across platforms like LinkedIn, Facebook, and Google. Each ad led to a targeted landing page relevant to the visitor’s interests and stage in the buying journey.

Additionally, they offer a freemium model and the CTA to start a free trial on all channels. This strategy significantly improved their engagement and conversion rates, showcasing the effectiveness of personalized, multi-channel retargeting campaigns​.

How to Optimize Retargeting in 2024

  1. Personalized Retargeting: Tailor your ads based on user behavior and preferences. Personalization makes your ads more relevant and increases the chances of re-engaging potential customers.
  2. Use Data-Driven Insights: Leverage data analytics to understand your audience better and refine your retargeting efforts. Analyze which ads perform best and adjust your strategy accordingly.
  3. Privacy Compliance: With stricter privacy regulations, ensure your retargeting campaigns comply with all data protection laws. Focus on using first-party data to build your retargeting lists and respect user privacy.
  4. Cross-Channel Retargeting: Expand your retargeting efforts across multiple channels, including social media, search engines, and display networks. This omnichannel approach increases your reach and effectiveness.
  5. Dynamic Ads: Implement dynamic retargeting ads that automatically update to show the specific products or services a user viewed on your site. This increases relevance and boosts the likelihood of conversions.

10. Lead Nurturing Campaigns

Importance of Lead Nurturing in B2B

Lead nurturing is crucial. Building lasting relationships with your target audience. Effective lead nurturing can increase conversion rates, shorten sales cycles, and improve customer relationships. By providing relevant and personalized content, you can guide your leads through the buyer’s journey, addressing their specific needs and concerns along the way. This strategy not only boosts conversions but also enhances brand reputation and customer loyalty.

Example of a Comprehensive Lead Nurturing Campaign

Take HubSpot (once again!) and their lead nurturing approach as an example. They use a multi-channel lead nurturing strategy that includes personalized email campaigns, targeted organic content, and social media engagement. HubSpot segments their leads based on behavior and engagement, ensuring each lead receives content relevant to their stage in the buying process. This comprehensive approach has helped them build strong relationships with their leads, resulting in higher conversion rates, engagement, and customer loyalty.

Strategies for Effective Lead Nurturing in 2024

  1. Segment Your Leads: Break down your audience into segments based on demographics, behaviors, and their stage in the buying journey. This allows you to tailor your messaging to each group, increasing the relevance and effectiveness of your communications.
  2. Utilize Marketing Automation: Implement automation tools to streamline your lead nurturing processes. Automated email sequences, social media interactions, and personalized content delivery can help you engage leads more efficiently and at scale.
  3. Develop Multi-Channel Campaigns: Don’t rely solely on email. Use social media, webinars, and personalized video messages to engage with your leads across multiple touchpoints. This diversified approach ensures you reach your leads wherever they are active.
  4. Lead Scoring: Assign scores to leads based on their interactions with your content. This helps you identify hot leads ready for sales follow-up and nurture warm leads with targeted content to move them further down the funnel.
  5. Personalize Your Messaging: Tailor your communications based on the information you gather about your leads. Use their behavior, preferences, and past interactions to make your messages more relevant and engaging.
  6. Continuous Engagement: Don’t stop nurturing after the initial conversion. Keep in touch with your customers to build loyalty and encourage repeat business. Use drip campaigns and follow-up emails to maintain engagement and provide ongoing value.

11. Video Marketing

Role of Video in Demand Generation

Video marketing plays a crucial role in demand generation by providing a dynamic and engaging way to present your products and services. Videos can simplify complex information, showcase product benefits, and create emotional connections with your audience. They are highly effective at grabbing attention and can significantly enhance brand awareness, lead generation, and customer engagement. Video content is also versatile, suitable for various platforms like social media, email, and websites, making it a powerful tool in your marketing arsenal.

Nowadays there are AI Tools to help you make personalized AI content, too, that can be helpful for for example product walkthroughs, tutorials and more. One of those tools is Synthesia.

Example of a Successful Video Marketing Campaign

Although not B2B, one very famous notable example is the Dollar Shave Club’s viral video campaign. I believe we all can learn a thing or two from it, even if we're not a B2C brand. The video humorously highlights the benefits of their razors, and has gotten over 27 million views. With a budget of only $4,500 the ROI on this was insane. The video was successful because of its engaging storytelling, clear value proposition, and relatable humor, making it a memorable and effective piece of video marketing.

Video Marketing Trends for 2024

  1. AI and Automation: AI tools are increasingly being used to create and optimize video content. These tools can help with everything from scriptwriting to editing, making video production more efficient and accessible.
  2. Short-Form Videos: With the rise of platforms like TikTok and Instagram Reels, short-form videos are becoming more popular. These quick, engaging videos are perfect for capturing attention in a crowded digital landscape.
  3. Interactive Videos: Incorporating interactive elements like polls, quizzes, and clickable links can make videos more engaging and memorable. These interactive features can drive higher engagement and conversion rates.
  4. Personalization: Personalized video content tailored to individual viewer preferences can significantly enhance viewer engagement and conversion rates. Use data to create videos that address specific needs and interests of your target audience.Visme).
  5. Live Streaming: Live videos provide real-time engagement opportunities and can help build a more personal connection with your audience. They are particularly effective for product launches, Q&A sessions, and behind-the-scenes content.

12. Data-Driven Marketing

Utilizing Data for Demand Generation

Data-driven marketing uses data insights to optimize and personalize your marketing efforts, making them more effective and efficient, as I'm sure you already know. By analyzing customer behavior, preferences, and interactions, you can tailor your campaigns to meet their specific needs and enhance the overall customer experience. This approach not only improves engagement but also drives higher conversion rates and ROI.

Tools and Techniques for 2024

  1. AI and Machine Learning: Utilize AI to analyze large data sets and predict customer behavior. Tools like Google Analytics and Adobe Analytics help in understanding detailed user interactions and tailoring your marketing strategies accordingly.
  2. Customer Relationship Management (CRM) Systems: Implementing CRM systems like HubSpot or Salesforce centralizes customer data, allowing for better segmentation and more personalized marketing efforts. This ensures all customer touchpoints are informed by comprehensive, up-to-date data.
  3. Call Tracking and Conversation Intelligence: Tools like Invoca help analyze phone call data to understand customer needs and preferences, providing insights that can improve targeting and personalization across all marketing channels.
  4. Marketing Automation Platforms: Platforms like automate data collection and reporting, making it easier to visualize and act on data insights. This helps in maintaining consistency and accuracy in your data-driven marketing efforts.
  5. Behavioral Analytics: Tools like Microsoft Clarity and Google Analytics provide insights into how users interact with your website, helping you optimize content and improve user experience based on real-time data.


Let's recap the 12 strategies we've discussed to supercharge your B2B demand generation in 2024:

  1. Account-Based Marketing (ABM): Tailor your efforts to high-value accounts with personalized campaigns for better engagement.
  2. Content Marketing: Use eBooks, whitepapers, and case studies to establish authority and drive quality leads.
  3. Email Marketing: Personalize your email campaigns to nurture leads and boost conversion rates.
  4. Social Media Advertising: Leverage platforms like LinkedIn and Facebook to target professionals and increase engagement.
  5. Webinars and Virtual Events: Host informative webinars to build trust and generate leads.
  6. Search Engine Optimization (SEO): Optimize your content to rank higher in search results, driving organic traffic.
  7. Paid Search Advertising (PPC): Use PPC ads to appear at the top of search results and attract high-intent traffic.
  8. Influencer Marketing: Partner with industry influencers to expand your reach and build credibility.
  9. Referral Marketing: Encourage satisfied customers to refer others, leveraging word-of-mouth.
  10. Chatbots and AI: Implement chatbots to engage visitors in real-time and gather valuable insights.
  11. Video Marketing: Create engaging videos to capture attention and effectively communicate your message.
  12. Data-Driven Marketing: Use data analytics to tailor your marketing strategies and improve ROI.

Staying updated with the latest trends is just so important for maintaining a competitive edge. Each year brings new tech and shifts in consumer behavior that will impact your marketing and you need to adapt. For example, AI and machine learning are already dramatically changing how we analyze data and make data-driven decisions.

The rise of short-form and interactive video content is changing how we engage with audiences. And the increasing rise of data privacy concerns means you need to focus more on first-party data collection and personalization.

Now it's time for you to take action. Start implementing these strategies step by step today to see the difference they can make in your demand generation efforts. Monitor your results closely and be ready to adapt as needed.

While you’re at it, if you need graphic design support or a new Webflow website, feel free to book a discovery call with us at Magic Design.


What is an example of demand generation?

Demand generation involves creating awareness and interest in your products or services to drive demand. An example would be a company using targeted content marketing and webinars to attract and educate potential customers about their solutions. This approach builds trust and positions the company as an industry expert, driving demand for its products.

What is on demand generation?

Demand generation can involve a range of marketing activities designed to create awareness and interest in a company’s products or services. It includes strategies like content marketing, SEO, social media advertising, webinars, and more, all aimed at nurturing prospects through the buying journey until they are ready to make a purchase.

What is an example of demand capture?

Demand capture involves strategies to convert existing interest into sales. An example would be using PPC (pay-per-click) advertising to target users who are actively searching for solutions similar to what you offer, thereby capturing their demand and converting it into leads or sales.

What is the process of demand generation?

The demand generation process includes several steps:

  1. Creating Awareness: Using SEO, social media, and content marketing to attract potential customers.
  2. Engaging Prospects: Nurturing relationships through targeted content and personalized communication.
  3. Converting Leads: Using tactics like email marketing, webinars, and retargeting ads to move prospects down the sales funnel.
  4. Analyzing and Optimizing: Continuously measuring performance and refining strategies to improve results.

What are some examples of B2B demand generation strategies?

Examples of B2B demand generation strategies include:

  • Content Marketing: Creating valuable content such as blog posts, eBooks, and whitepapers to attract and educate prospects.
  • Account-Based Marketing (ABM): Personalizing marketing efforts to target high-value accounts.
  • Email Marketing: Sending personalized email campaigns to nurture leads.
  • Webinars and Virtual Events: Hosting online events to engage and educate potential customers.
  • SEO and PPC: Using search engine optimization and pay-per-click advertising to drive traffic and capture leads.

What are some examples of companies that have successfully adopted an account-based approach to demand generation?

Companies like Snowflake and Intridea have successfully adopted ABM strategies. Snowflake used personalized content tailored to different stages of the buyer’s journey, while Intridea used a creative billboard campaign targeting a specific company.

What are some examples of B2B brands that have successfully connected the dots to bridge brand building with demand generation and sales activation in a more connected go-to-market model?

Brands like HubSpot and Salesforce have effectively integrated brand building with demand generation. HubSpot, for example, uses extensive content marketing to build brand authority while simultaneously driving lead generation. Salesforce integrates data-driven marketing and personalized content to connect brand-building efforts with sales activation, ensuring a cohesive go-to-market strategy.

What constitutes a good example of demand generation?

A prime example of demand generation is community marketing. This approach focuses on cultivating a lasting relationship with your audience by deeply understanding their needs and exploring ways to help them in performing their roles more effectively.

What are the steps to optimize a demand generation campaign?

  • Define clear goals and select appropriate metrics to track progress.
  • Identify and understand your target audience.
  • Build and increase brand awareness.
  • Position your brand as the ideal solution.
  • Convert prospects into high-quality leads.
  • Continuously track and measure the success of the campaign.

How should one execute a demand generation campaign effectively?

To run an effective demand generation campaign, consider the following strategies:

  • Enhance the demand funnel framework.
  • Integrate CRM (Customer Relationship Management) with marketing automation tools.
  • Optimize lead nurturing processes.
  • Refine your lead scoring methods.
  • Implement Account-Based Marketing (ABM).
  • Develop a comprehensive content strategy.
  • Leverage social media platforms.
  • Enhance your email marketing efforts.
About the author
Maria Ledentsova
Digital Marketing Manager
Maria is a Digital Marketing Manager with a wealth of experience in the European startup ecosystem. She specialises in developing and implementing B2B and B2C marketing strategies and collaborates with graphic designers on a daily basis to make her marketing campaigns come to life.