/ Approach
B2B marketing with demand generation
Buyers are no longer led by cold outreach and standard funnels. They do their own research, through content, peers and increasingly an AI. We make sure you are already there: known, trusted and findable at the moment they are ready to choose.
/ The steps in brief
Our B2B approach in four phases
Four phases, one closed system. Each phase feeds the next, and the last feeds the first again with what we learn from the conversations.
01The Foundation
Successful B2B marketing starts with an analysis of your market and existing customers to define your ideal customer (ICP). At the same time we make sure your proposition is clear: what do you offer, for whom, and why is it relevant? And we set up the right tools and systems, so you see exactly who is showing interest.
/ HubSpot · Leadinfo · AI market research02Demand generation
We actively bring your company to the attention of the right people. With smart targeting, valuable content and targeted campaigns, we make sure decision-makers within your ideal customer profile come across you more and more often. Step by step you build recognition, trust and preference.
/ LinkedIn Ads · AI content production03Demand capture & GEO
Some prospects are past research and ready to choose. At that moment you want to be not only visible but also immediately trustworthy. With a combination of SEO, Google Ads and retargeting, your company is at the top when potential customers actively search, in Google and in the answer a language model gives.
/ Google Ads · SEO · AI bid management04Sales intelligence
We deliver not just leads, but insights your sales team uses to approach the right companies at the right moment. By combining behaviour such as website visits, LinkedIn interactions and ad clicks, you get real-time signals from companies showing interest.
/ Leadinfo · HubSpot workflows/ B2B strategy
Why this strategy?
B2B buyers want to be in control
They do not want cold outreach or standard funnels; they do their own research through content, experts and networks. They only get in touch when they are ready. That is why demand generation builds visibility and trust before anyone actively searches.
Aimed at the right companies
Instead of chasing as many leads as possible, you focus on the right companies with the right signals. We define your ICP sharply and build a targeted account list on it. With demand capture you are in view at the moment there is real buying intent.
One process from marketing to sales
Good B2B marketing does not stop at a click. Marketing builds reach and trust; sales gets real-time data on who is ready for a conversation. One system, from first contact to signed quote.
/ The team
The whole team at your disposal
We always work on a project as a team. Nothing gets left behind, and you benefit from knowledge from different angles. As a Google Partner, LinkedIn Marketing Partner and Leadinfo Gold Partner, we work with the latest tools and AI technology, and connect them to the systems you already have.
- Advertising
- Content
- Data & tracking
- Automation
- AI
- GEO
- HubSpot
- Google Ads
- Leadinfo
/ Frequently asked questions
Questions we often get
What exactly is demand generation?
Becoming visible and trusted with your ideal customer before they actively start searching. B2B buyers do their own research, through content, peers and increasingly an AI. Demand generation makes sure your company is already known in that phase, so you are on the shortlist as soon as the buying question arises.
Which companies does this approach work for?
For B2B companies with a long customer journey, high order values and a sales team of account managers or dealers. The more decision-makers involved and the longer the cycle, the more you gain from a system that picks up buying signals early.
What is GEO and why is it part of demand capture?
GEO stands for Generative Engine Optimization: being named in the answer an AI chatbot gives when your customer asks their question there. More and more research happens in ChatGPT, Claude and Google AI instead of in ten blue links. Demand capture means being at the front where people search, and that now includes there.
Do you work with our existing systems?
Yes. We connect relevant tools and AI to what is already there, instead of replacing everything. Implementing or connecting HubSpot, hooking up Leadinfo, building workflows with n8n or Zapier: the goal is that your team keeps working in its own environment, with better information.
What will my sales team notice?
Your account managers see which company is moving and why: website visits, LinkedIn interaction, ad clicks. Those signals are enriched and land with the right person, so a conversation happens at the moment it matters. We fill your account managers' calendars; closing deals they can do themselves.
How do we know what it delivers?
In the first phase we set up tracking and systems so you can follow which company comes from where, from first visit to signed quote. You see what happens in each phase, and we adjust based on what works instead of on loose clicks.
How do we start?
With a one-hour introduction. We go through your market, your customer journey and your current systems. That usually gives you a few concrete improvements already, even if you do not continue with us. If you do, we start with phase 1: The Foundation.
/ Get in touch
Curious what this means for your company?
An hour at the table with us usually gives you three things you can do tomorrow. Even if you decide not to work with us afterwards.