Reimagining Demand Creation
The complexities of balancing demand creation and demand capture in the B2B marketing funnel were explored by three seasoned B2B marketing professionals. Their collective experience across diverse industries provided a comprehensive view of how to effectively navigate this crucial aspect of the marketing funnel.
Hosts
Joaquin Dominguez was joined by marketing experts to discuss the topic.
Guests
Lex Taylor Wan, Senior Director, Brand & Creative at Outreach
Alicia Hardy, Search Engine Optimisation Manager at Rapid7
Stephen Norris, Senior Demand Generation Manager, SMB at Bentley Systems
The Shifting Landscape of Demand Creation
The discussion began with a shared observation: while the core philosophy of demand generation remains constant, the speed of digital innovation has reshaped the demands placed on B2B marketers. Steve Norris highlighted the evolving complexity, highlighting how algorithmic updates need adaptive strategies across different platforms. He emphasised that agility is now key, with constant recalibrations needed to match the unique trends in each sector.
Lex Taylor’s view underscored this need for agility, framing it with her statement, “demand is demanding.” She remarked on the modern audience's appetite for high-quality content that respects their time, noting that today's B2B engagement demands rapid, high-impact interactions.
"Demand is demanding. Today’s B2B audiences want content that’s fast, relevant, and impactful. We’re not just competing with industry peers; we’re competing with everything competing for their attention. If it’s not worth their time, they’ll move on." — Lex Taylor Wan, Outreach
Rising Challenges in Reaching Audiences
Alicia Hardy of Rapid7 added perspective from her experience in cybersecurity, discussing the increasing complexity of engaging a growing number of decision-makers involved in B2B purchasing. She stressed that simply reaching these stakeholders is a significant challenge. As Alicia elaborated, the shift toward intent-driven content demands a deep understanding of user behaviour across search engines and social platforms, with success hinging on precise intent-based targeting.
The conversation then pivoted to generative AI, with participants discussing its dual-edged impact. Steve Norris pointed out that while generative AI could significantly improve search optimisation and customer engagement, it also risks diminishing content quality if not strategically managed. The consensus emerged that AI should assist in creating meaningful and trustworthy content rather than supplanting human input.
“Intent-driven content is key. To succeed, we need a deep understanding of user behaviour across search engines and social platforms. The better we align our content with precise user intent, the stronger our engagement and impact." — Alicia Hardy, Rapid7
Personalisation: Balancing Trust and Intrusiveness
The discussion then explored personalisation, with Alicia and Lex agreeing that genuine, non-invasive personalisation is essential for building engagement and trust. Lex noted the risk of overly personalised outreach becoming invasive, referencing instances where superficial personalisation—such as unrelated references to past universities or hobbies—can alienate rather than attract potential leads. She advocated for addressing prospects' professional challenges instead, recognising that the most effective engagement is directly relevant to their business needs.
Tom Gatten echoed this sentiment, stressing that personalisation must focus on professional relevance. He argued that thoughtful personalisation can overcome resistance when combined with compelling offers that genuinely address the customer’s needs.
Data Integration and the Role of ABM
The conversation also addressed Account-Based Marketing (ABM), with Steve Norris outlining his approach of segmenting content and outreach by user roles, from direct users to mid-level influencers and C-suite decision-makers. This nuanced approach enables Bentley Systems to provide tailored content that resonates with each segment's unique pain points and priorities. Steve noted that through ABM, Bentley Systems is experiencing improved engagement rates, as the strategy fosters a trust-building, personalised approach without being overly intrusive.
Alicia explained how SEO integrates with ABM by labelling content by intent, thereby aligning it with the needs of specific account types. This approach enables content to flow seamlessly across channels, feeding into Bentley’s ABM strategies while ensuring a cohesive brand message.
"Account-Based Marketing (ABM) allows us to tailor our content to the specific needs of each decision-maker, fostering trust and driving engagement. By aligning our messaging with the unique challenges of our target accounts, we've seen a significant increase in meaningful interactions." — Steve Norris, Bentley Systems
The Future of Demand Creation and Content Strategies
As the discussion concluded, the panellists looked forward to the future of B2B demand creation, recognising the ongoing importance of content strategies. Lex cautioned against abandoning traditional content formats in favour of short video content, emphasising that long-form content remains valuable for in-depth engagement. She highlighted the importance of variety in content formats to meet diverse audience preferences, advising marketers to retain a balance of both written and video content.
Conclusion
The insights from this discussion reinforce the dynamic and challenging nature of modern demand creation. Success in this space requires marketers to stay agile, balance personalisation with respect for privacy, and integrate data across platforms to better understand and engage with audiences. The conversation emphasises that building a resilient sales pipeline today demands a mix of innovation, precision, and collaboration across marketing, sales, and customer success teams.
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