The situation
Perhaps you want more of the right people to know your brand. Maybe you’ve invested in content and need it to reach an audience beyond your existing database. Your sales team might need more qualified leads, or you may be building an audience for your nurture workflows.
Whatever you’re working toward, reaching those people takes more than choosing an industry and a few job titles. You need to understand what matters to them, give them a reason to engage and make that engagement useful to your team.
That’s where targeted demand generation can help.
Where targeted demand generation can help
You don’t need to arrive with everything worked out. Some clients bring a complete brief, approved content and a clearly defined audience. Others need help turning a growth goal into a campaign they can realistically deliver.
You might have the strategy but lack the data or resources to put it into action. You might want to reach a new, high-value niche or give a promising segment of your existing market the attention it deserves. Or you may be getting responses and want to improve who they come from.
We work with what you already have and help fill the gaps. Together, we establish who you want to engage, what you want the campaign to achieve and what’s possible within your budget and timeline.
How it applies in practice
Find and understand the people you want to reach
You know your customers and the value your business offers. We bring the expertise, data, research and audience access to help you find more of the people you want to engage.
That can include lookalike modeling, first- and third-party data, intent signals and manual research. We use these to identify suitable groups of businesses, find the relevant people within them and understand which differences should influence the campaign.
For example, a particular technology might make one group more relevant to your offer. Increased interest in a topic might help us decide which content to put in front of another. Where existing sources don’t give us enough coverage, we can research and build additional audiences.
We also assess the available volume early. If you’re targeting a small market, you need a realistic picture of how many people the campaign could reach.
Build the campaign around what matters to them
Once we understand the audience, we can make better decisions about the message, content and channels.
You may already have strong assets. We help get them in front of relevant people, with messaging that connects the content to their priorities. Different audience groups may need different introductions, assets or next steps, even when they belong to the same campaign.
Depending on the brief, we can combine targeted email, content syndication, direct calling and targeted advertising. Activity can run together or in stages, with engagement from one channel helping inform what happens next.
You have the campaign resources to carry out the plan, with data and intent access included in the service. As responses come in, we use that feedback to refine the activity.
Give your team something it can use
What happens after someone engages matters just as much as getting the response.
If you’re generating leads for nurture, we agree what qualifies someone for that program and what information your marketing team needs. If sales will follow up, we establish the profiling questions and engagement details that would help them have a relevant conversation.
Every captured lead goes through our verification process, including checks for contact accuracy and campaign fit, with telephone verification as standard. We deliver the verified leads in your agreed spreadsheet or CRM format, as often as the program requires.
Reporting gives you visibility into who is responding. Your feedback helps us understand what happens after handoff and where the campaign needs to adjust.
Evidence from campaign work
How we helped an enterprise IT services firm reach a more relevant audience
For an enterprise IT services firm, we needed to identify businesses using a particular back-end technology that the client’s solution could significantly improve upon.
That information wasn’t publicly visible, so we surveyed targeted businesses to establish which systems they used. Their answers helped us identify a more relevant audience and a clearer reason for those businesses to consider the client’s offer.
Generating leads from 74.5% of a target account list
For a UK-based, mid-market AI software business, we identified a subsegment of its ICP whose shared operational setup made the product particularly relevant.
Those operational characteristics strengthened the fit between the target businesses and the client’s offer. They also gave us a clear basis for personalized messaging that spoke to a need the audience shared.
We reached relevant people within those businesses through targeted direct email and content syndication. The campaign generated leads from 74.5% of the target account list, and those leads progressed from marketing qualification into the sales pipeline approximately 45% faster than leads from the broader campaigns.
The results demonstrate the value of identifying a stronger-fit segment and carrying that insight into the campaign message. The same characteristics that made the audience more relevant helped those leads progress.
What success looks like
A successful campaign brings you closer to the result you need, whether that’s greater visibility in a valuable market, more engagement with your content or a stronger flow of qualified leads.
If you’re building awareness, you want more people within your chosen audience to encounter your brand and engage with what you have to say. If you’re promoting content, you want relevant people consuming it, with a clearer picture of which topics resonate across different audience groups.
For an MQL program, success means meeting your lead targets with GDPR-compliant, high-fit leads that are suitable for further marketing. For a sales-focused campaign, it means qualified leads that sales can follow up with relevant conversations and move into the pipeline.
Reporting helps you see where those results are coming from. Combined with feedback from your team, it gives us a basis for refining the audience, message and campaign activity.
Is this right for your campaign?
If you need to reach a more relevant audience, we can help you explore what that would involve.
Bring the brief you’ve developed, the campaign you want to improve or the goal you’re working toward. We’ll look at the audience, resources and practical requirements together, so you can decide whether targeted demand generation is a good fit.
