B2B Demand Generation
Where 93% of online experiences begin
Empowering Growth Through Buyer-First Demand Generation
Demand generation is about building the environment your prospects need to explore, learn, and discover on their own terms.
Buyers often begin their journey independently, digging into content, tools, and resources before ever reaching out. In fact, research indicates buyers often complete around 70 % of their journey via self-guided research before contacting sales. 6sense
To support that behavior, your demand generation strategy must lean heavily into buyer enablement — constructing a self-serve ecosystem that empowers prospects to self-educate, compare, and validate independently until they’re ready to engage. This means:
- Rich, insightful content (guides, comparison matrices, case studies) tailored to where buyers are in their journey
- Interactive tools (ROI calculators, configurators, assessments) that let them test assumptions and evaluate options
- Seamless digital navigation and search so they can easily find what they need
- Automated nurture tracks that adapt to behavior and prompt the next logical question
- A smooth handoff to human interaction only when they indicate they’re ready
Account-Based Playbook:
Understand, Engage and Retain the Modern B2B Consumer
Authored by Joana Inch, the best-selling author of 'Go To Market', this book provides a proven roadmap to help marketers understand, engage, and retain modern B2B buyers through tailored, impactful strategies.
975% Increase in Meetings
via Demand Generation for Teletrac Navman
This case study explores the journey towards achieving a 975% increase in leads in Australia and a 420% increase in New Zealand, setting new benchmarks for success in the industry.
Challenges Faced
- Low visibility and brand awareness in a highly competitive market.
- The need for a strategic approach to penetrate enterprise-level accounts in Australia.
- Expanding reach & trust in New Zealand.
Our milestones include:
975% Increase in Leads for Australia:
Within a 4-month period, utilising strategic SEM and SEO initiatives.
420% Increase in Leads for New Zealand:
Similar digital marketing strategies, but a very different message helped to yield a substantial 420% increase in leads.
Enterprise Client Engagement through ABM:
After this campaign, we launched ABM. The ABM campaign in Australia marked a significant stride towards penetrating the enterprise market, with several high-value prospects entering the sales funnel.
Expanded Reach via Employee Advocacy in New Zealand:
Our innovative employee advocacy program significantly enhanced brand visibility and trust.
We've had an amazing experience working with Hat. It gave us so much scope to experiment, especially when we dipped our toe into ABM. We got to see what worked and what didn’t, and one of the biggest outcomes was a closer relationship with sales"
Sarah James, ANZ Marketing Manager at Teletrac Navman
The B2B Demand Generation Process
Six Steps to Success
Discovery and Analysis
We conduct interviews with key stakeholders, perform an audit of existing marketing materials and channels and analyze the competitive landscape and identify opportunities.
Target Audience Identification and Segmentation
Using data analytics to identify demographic, firmographic, and psychographic characteristics, we then develop buyer personas that represent the ideal customer profile and map out the customer journey for each persona.
Strategy Development
We then create a comprehensive B2B Demand Generation strategy that integrates various marketing channels and tactics and select the appropriate mix of SEO, PPC, content marketing, email marketing, and social media based on the client's goals and audience.
We also outline key performance indicators (KPIs) for measuring success and develop a content calendar and campaign roadmap.
Implementation and Execution
We launch by creating high-quality, targeted content tailored to each stage of the buyer’s journey and optimise website and landing pages for conversions.
Launch includes monitoring PPC campaigns, implementing SEO best practices and executing email marketing campaigns and social media strategies.
Continuous Monitoring and Optimisation
No set and forget here. We then analyse campaign performance and make data-driven adjustments to improve results.
We use analytics tools to track progress against KPIs, conduct A/B testing on landing pages, ad copy, and email campaigns and adjust strategies based on performance data and feedback.
Reporting and Communication
We believe in maintaining transparent communication with our clients about campaign performance, insights, and strategic adjustments.
We prepare regular reports detailing campaign results, insights gained, and actions taken.
We also schedule fortnightly review meetings to discuss progress and future plans.