# B2B Demand Generation

> B2B demand generation is the integrated programme of paid, organic and outbound channels that fills the top of a B2B sales pipeline. UK retainers run £6k–£20k/month plus media spend, with target CACs typically in the £500–£3000 range.

**From:** £6,000

Demand gen is the discipline most B2B businesses get wrong by treating channels as silos. We build integrated programmes — paid, organic, outbound, ABM — measured against pipeline and CAC, not impressions and clicks.

## What you get

- **Demand gen strategy** — Channel mix, ICP refinement, offer architecture, attribution model. Built around your unit economics.
- **Paid media management** — LinkedIn, Google, retargeting. We run the platforms, optimise creative, and report on pipeline — not vanity metrics.
- **ABM programmes** — Account selection, intent data, personalised outreach for top-tier accounts. 50–500 accounts depending on motion.
- **Lifecycle email** — Welcome, nurture, re-engagement and lifecycle campaigns built around buyer intent signals.
- **Conversion infrastructure** — Landing pages, forms, lead routing, MQL/SQL definitions, attribution. The plumbing that turns clicks into pipeline.

## Process

1. **Audit** — Current funnel, CAC, conversion rates, attribution gaps, channel performance. Two-week sprint.
2. **Strategy** — Quarterly channel plan with budgets, expected CAC, expected pipeline, and leading indicators.
3. **Execute** — Channel-specific weekly cycles. Creative, copy, optimisation, list-building, outreach.
4. **Measure** — Weekly pipeline review, monthly CAC review, quarterly strategy review.

## Key facts

- **Typical retainer**: £6k–£20k/month + media spend
- **Target CAC**: £500–£3000 depending on deal size
- **Time to results**: 60–90 days for first pipeline, 6 months to optimise
- **Best for**: B2B businesses with proven product-market fit ready to scale

## FAQs

### What's the difference between demand gen and lead gen?
Lead gen optimises for the volume of leads. Demand gen optimises for pipeline that converts. Lead gen will fill your CRM with junk; demand gen will fill your sales calendar with qualified conversations.

### How much should we spend on demand generation?
Total spend (agency + media) typically runs 5–12% of revenue for B2B businesses in growth mode. The mix is roughly 60% media, 40% agency at scale.

### Should we do ABM or broader demand gen?
ABM if you have <500 target accounts and average deal size above £50k. Broader demand gen if your TAM is in the thousands and your average deal size is below £50k. Usually some blend.

### Do you do outbound sales?
We don't run cold-call outbound, but we partner with strong outbound agencies and integrate the function into the demand gen programme.

Canonical: https://potentpositioning.com/services/b2b-demand-generation