Demand generation resources for campaign teams.
A section index for migrated demand generation pages, webinars, and event resources that already exist under /resources/demand.
All demand resources
Use these resources for campaign planning, messaging, paid media strategy, creative, and demand generation operations.
5 Product Video Trends You'll See in 2023
Explore the top product video trends shaping B2B marketing, from short-form content to interactive demos and AI-powered production.
Open pageActivating Your Intent Data
Practical strategies for effectively implementing intent data in demand generation campaigns from ThoughtSpot's Director of Demand Generation.
Open pageHow B2B Brands Can Use Creators To Build Awareness and Stand Out
Chris Cunningham, Head of Influencer Marketing at ClickUp, shares how B2B brands can work with creators and influencers to build trust with buyers.
Open pageBlending Product-Led Growth With a Sales-Led GTM Motion
How to blend product-led and sales-led GTM motions for hybrid SaaS growth strategies.
Open page5 Things Leaders Must Do To Build a Successful GTM Plan
Marketing leaders must develop comprehensive GTM strategies beyond micro campaigns to prove marketing's strategic value.
Open pageBuilding Stronger Relationships With Sales
Amy Slater (Palo Alto Networks), Olivier L'Abbe (Metadata), and Sydney Sloan (Salesloft) discuss building effective sales-marketing partnerships.
Open pageHow to Build the Highest Performing Ad Creative
Actionable tips for creating high-performing ad creative that stands out among thousands of daily advertisements.
Open pageBuilding a Paid Media Strategy In a Down Economy
How to build an effective paid media strategy during economic downturns to maximize ROI with limited resources.
Open pageBuilding and Scaling Unstoppable Marketing Teams
Holly Chen, VP of Marketing at Mosaic, shares practical guidance on building effective marketing team structures at different company growth stages.
Open pageCategory Creation: How to Build a Movement
Jason Widup moderates a panel of B2B SaaS leaders who share their experience building new product categories and the strategies that made it work.
Open pageMoving from A/B Testing to Consistent Experimentation
How to expand website testing beyond A/B tests and build a consistent experimentation strategy that drives better conversions.
Open pageContent-Led Growth: How to Build a Wildly Effective Content Strategy
Learn the critical difference between content marketing and content strategy to fuel sustainable business growth.
Open pageUsing Content as the New Demand Strategy
A panel featuring Devin Reed (Gong), Erin Balsa (The Predictive Index), and Camille Trent (Dooly) on building content strategies that drive demand.
Open pageCrafting Landing Pages and Social Ads That Actually Convert
How to write conversion-focused copy for landing pages and social ads by matching your audience's state of mind.
Open pageCreating Better Campaign Audiences
Proven strategies for building effective B2B campaign audiences through testing, intent data, and audience validation.
Open pageDoing More with Less
Practical strategies for B2B marketing teams to maximize impact with constrained budgets and smaller teams in a challenging economic environment.
Open pageFrom Marketer to Marketing Leader
Dave Gerhardt shares essential B2B marketing lessons learned from his career at Drift, Privy, and HubSpot.
Open pageCreativity Class: 9 Ways to Have Good Copywriting Ideas
Eddie Shleyner, Founder of VeryGoodCopy, shares nine pieces of wisdom that changed his perspective on creative work and helped him write better copy.
Open pageHow AI Writing is Changing Demand Generation
May Habib (CEO, Writer) and Mark Huber (Metadata) explore how AI writing tools impact demand generation and why custom AI outperforms generic solutions.
Open pageHow ProfitWell Abandoned Inbound Marketing To Become a Media Company
Patrick Campbell explains why ProfitWell shifted from inbound marketing to a media company strategy and shares a framework for B2B content creation.
Open pageHow SaaS Brands Can Win in Commoditized Markets
Data-driven insights on building marketing advantages and a competitive moat in crowded B2B markets.
Open pageHow to Maximize Ad Spend with the Trifecta for Marketing
Learn the trifecta approach to maximizing your B2B ad spend across channels, audiences, and creative to drive more pipeline from every dollar.
Open pageHow to Win Beyond the Product
Peep Laja, CEO of Wynter and three-time founder, explains why having a good product is no longer enough and what it takes to differentiate through positioning.
Open pageMoving From An Old-School Lead Gen Playbook to a Demand Gen Machine
Mark Huber and Kaylee Edmondson discuss the transition from traditional lead generation to modern demand generation strategies that drive real pipeline.
Open pageLife's Too Short to Work for a CEO Who Doesn't Get Marketing
Dave Gerhardt hosts David Cancel (Drift), Manny Medina (Outreach), and Gil Allouche (Metadata) on CEO-marketing alignment and revenue-focused marketing.
Open pageStop Pitching Your Product and Start Marketing Your Point of View
April Dunford, author of Obviously Awesome, explains how positioning shapes customer perception and the five components of effective product positioning.
Open pageDrowning in a Sea of Sameness: 8.5 Ways for Your Marketing to Stand Out
Proven strategies for marketing differentiation in crowded categories where product features are commoditized.
Open pagePlanning for Demand and Revenue Targets
Learn how to set realistic demand and revenue goals, build an accurate demand model, and optimize it over time.
Open pageGetting to Revenue Faster With Experimentation
Practical tips on smart experimentation with paid campaigns to maximize growth and hit revenue targets.
Open pageMaking Revenue Focused Bets Like a VC
Guillaume Cabane (HyperGrowth Partners) and Ben Labay (Speero) explore campaign experimentation strategies and treating marketing bets like a VC portfolio.
Open pageRunning LinkedIn Conversation Ads That Generate Revenue
Learn how to run LinkedIn conversation ads effectively for demand generation campaigns, including strategy tips and best practices.
Open pageGrow Your Audience With Shareworthy Content
Amanda Natividad, VP of Marketing at SparkToro, explains why the old SEO playbook no longer works and how to create shareworthy content that resonates with your audience.
Open pageSmall Ops Wins Deserve Way More Credit
Mark and Jason from Metadata discuss why the tactical, operational wins that drive marketing success often go unrecognized and why they deserve more credit.
Open pageThe Billion Dollar Brand Cookbook
Discover the ingredients and strategies that go into building a billion-dollar B2B brand, from positioning and storytelling to execution at scale.
Open pageUsing Data to Build a Demand Generation Engine
Proven frameworks for building a data-driven demand generation strategy from Shiv Narayanan, founder of How to SaaS.
Open pageWebsite Health: The Missing Piece in Your Demand Gen Machine
Your website is the foundation of your demand gen engine. Learn why website health is critical and how to diagnose and fix the issues holding back conversions.
Open pageWhat the Top 1% of B2B Storytellers Do Differently
Real-world examples of effective B2B storytelling strategies integrated into go-to-market approaches.
Open pageWhat's Next for the Marketing OS
Gil Allouche and Jason Widup discuss Metadata's vision for building the first Marketing OS designed specifically for B2B companies.
Open pageUsing Your Brand To Drive Demand
Dave Gerhardt and Kyle Lacy (SVP Marketing, Seismic) discuss how brand storytelling fuels demand generation and the optimal budget split between brand and pipeline.
Open pageWhy Creativity Matters in B2B Marketing
Research shows companies investing in brand-building through creative storytelling achieve better long-term business outcomes.
Open pagePunchy Messaging: How to Write Messaging That Hits the Mark
A straightforward framework for crafting messaging that resonates with your audience's needs and aspirations.
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