{"id":50624,"date":"2026-03-10T13:30:15","date_gmt":"2026-03-10T17:30:15","guid":{"rendered":"https:\/\/directiveconsulting.com\/ca\/?p=50624"},"modified":"2026-03-10T16:22:42","modified_gmt":"2026-03-10T20:22:42","slug":"b2b-demand-generation-strategy-by-company-size-startup-to-enterprise","status":"publish","type":"post","link":"https:\/\/directiveconsulting.com\/ca\/blog\/b2b-demand-generation-strategy-by-company-size-startup-to-enterprise\/","title":{"rendered":"B2B Demand Generation Strategy by Company Size (Startup to Enterprise)"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Many B2B marketing teams are struggling with one of two scenarios: They are trying to run enterprise demand generation with a startup-structured team, or they are working to create demand for a startup with enterprise approval cycles.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This mismatch is where pipeline can stall.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketing budgets are not growing as they once did. In fact, <\/span><a href=\"https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/2025-05-12-gartner-2025-cmo-spend-survey-reveals-marketing-budgets-have-flatlined-at-seven-percent-of-overall-company-revenue\"><span style=\"font-weight: 400;\">Gartner\u2019s 2025 CMO Spend Survey <\/span><\/a><span style=\"font-weight: 400;\">reported that marketing budgets have stagnated at around 7.7% of overall company revenue. Prior years show that percentage being closer to 10%, meaning we\u2019re heading toward a common culture of \u201cefficiency pressure\u201d.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When budgets flatten or shrink, growth has to come from reallocating funds to the initiatives that create qualified pipeline and perhaps leaving behind past longer-term plays.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ultimately, a strong <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/resources\/glossary\/demand-generation\/\"><span style=\"font-weight: 400;\">demand generation<\/span><\/a><span style=\"font-weight: 400;\"> strategy should not simply mean adding more tactics as your company and budgets grow. Instead, it should change what you optimize, how you allocate resources and funds, how teams are structured, and how you prove impact to sales and finance.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This guide will give a size-specific playbook for ICP definition, channel mix, content strategy, budget allocation, and measurement. Whether you are in early stages of proving traction, scaling efficiently in mid-market, or orchestrating complex enterprise segments, your demand generation strategy must continue to evolve with your growth stage.\u00a0<\/span><\/p>\n<h2><strong>How to Build a B2B Demand Generation Strategy by Company Size<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">The first step in building your company stage-specific strategy is to start with a structured framework and foundational logic.\u00a0<\/span><\/p>\n<p><b>Step 1: Pick Your Stage Goal<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Ask yourself, \u201cWhat must marketing prove next?\u201d<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Early-stage: Prove repeatable pipeline creation<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Mid-marketing: Prove scalability and efficiency<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Enterprise: Prove predictable, segmented pipeline contribution\u00a0<\/span><\/li>\n<\/ul>\n<p><b>Step 2: Define ICP and Buying Committee<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Defining the ICP and buying group means documenting:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Who your buyer is<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Who typically blocks the purchase decision<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Who influences the final purchase decision<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What \u201crisk\u201d looks like for the average deal size<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">At the startup stage, this may mean identifying one ideal segment with the clearest pain. On the other hand, at the enterprise scale, this means understanding the economic buyer, the champion, and other relevant stakeholders.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Demand generation stalls when the ICP is too broad early on, too stale in the mid-market stage, or too myopic at the enterprise level.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For a more in-depth look, check out our <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/blog\/directives-complete-guide-to-b2b-demand-generation-strategy\/\"><span style=\"font-weight: 400;\">B2B Demand Generation Strategy Guide.<\/span><\/a><\/p>\n<p><b>Step 3: Choose the Right Channel Mix<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Think in terms of funnel segments:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Thought leadership: Awareness and credibility building<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Future buyers: Demand creation<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">In-market buyers: Demand capture<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Customer: Expansion or retention levers<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Modern B2B demand generation programs create a mix of paid search for high intent, social media ads, such as LinkedIn, for reaching the buying committee, SEO for discovery, and account-based marketing for high-priority accounts. The mix will change and shift as you scale.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For a deeper dive into the B2B demand generation funnel, <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/blog\/the-b2b-demand-generation-funnel-a-complete-guide\/\"><span style=\"font-weight: 400;\">check out this guide<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><b>Step 4: Build Content Plus Distribution<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Before creating any new content assets, it\u2019s important to answer two key questions:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What stage of the buyer journey does this serve?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How will the asset be distributed?\u00a0<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">The distribution strategy is as important as the content you\u2019re putting out. It\u2019s best to pair pillar assets with paid efforts, sales enablement, lifecycle marketing, and retargeting.<\/span><\/p>\n<p><b>Step 5: Allocate Budget and Owners\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Even with the best efforts, demand generation can fail when channels lack ownership. For the best outcomes and to protect velocity, assign:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">One accountable owner per channel<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">One owner for conversion rate optimization (CRO)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">One owner for lifecycle marketing and handoffs\u00a0\u00a0<\/span><\/li>\n<\/ul>\n<p><b>Step 6: Measure to Pipeline and Revenue<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Connect programs to down-funnel outcomes and optimize for:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sales Qualified Leads (SQLs)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pipeline created<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pipeline velocity<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Revenue impact\u00a0<\/span><\/li>\n<\/ul>\n<h2><strong>Set the Goalposts for Your Stage (What You Must Prove Next)<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">It\u2019s best to align your strategy to a single business proof point at each stage. Many teams make the mistake of trying to optimize everything at one time. This will just lead to frustration and slow progress. Each growth stage has a single proof point marketers should be looking toward as a next step. That known next step makes it easier for everyone on the team to prioritize tactics.\u00a0<\/span><\/p>\n<p><b>Early Stage<\/b><\/p>\n<p><span style=\"font-weight: 400;\">When you\u2019re in early-stage demand generation, the primary focus must be proving product-market fit signals and creating repeatable pipeline.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At this stage, total lead volume should not be a priority. It\u2019s much more important to determine whether the right buyers are engaging and converting. If you find your marketing is pulling in prospects that don\u2019t fit your ICP, now is the best time to dig in and find out what it is that is misaligned and make those changes early on.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is also the best stage to focus on identifying patterns among your initial wins. Some examples of good questions to be asking:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Are similar companies\/contacts converting?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How are deals progressing through the pipeline? Where do they stall and which deals move at a consistent rate?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Are there common pain points coming up in conversations?\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Signals to look for as your team builds:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Qualified meetings generated from inbound channels<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Early pipeline creation tied to a clear ICP segment<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Feedback loops between marketing campaigns and sales conversations<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The hidden constraint at this stage is resource scarcity. In early stages, teams are often operating with limited bandwidth, whether it\u2019s from budget or headcount. This is why prioritization is key. After identifying patterns and finding fit signals, concentrate your investment into one or two channels that show the most potential. Then, as more resources are allocated, begin experimenting with other channels using the same pattern and signal recognition.\u00a0<\/span><\/p>\n<p><b>Mid-Market<\/b><\/p>\n<p><span style=\"font-weight: 400;\">As companies scale to mid-market growth, the goals shift from proving signals and traction to proving scalability and efficiency.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At this stage, the business knows the demand is there. So how does your team continue to expand pipeline generation across new segments and channels and increase deal size while maintaining efficient workstreams?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Focus on details such as:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Acquisition channels that are scaling profitably<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pipeline conversion by industry segment<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Where channels can reduce paid media dependency over time\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">This stage is also when teams often begin expanding their ICP to adjacent segments, testing new demand generation tactics, and targeted ABM motions. However, it\u2019s a balancing act because there is a risk in expanding too quickly and wasting resources on channels that do not produce qualified pipeline.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Martech complexity is the constraint that often hinders teams at this stage. As companies grow, leadership enthusiastically looks to new marketing automation platforms, CRM integrations, and attribution tools to help bolster the success that they are seeing.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Strong\u00a0 operational discipline and a forward-thinking ops approach helps your team avoid complexity that grows faster than creativity. Demand generation leaders have to make sure that scaling channels doesn\u2019t outpace the ability to track, measure, and iterate.\u00a0<\/span><\/p>\n<p><b>Enterprise<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Once you reach enterprise demand generation levels, the objective fundamentally changes. Now your team must prove predictable pipeline contribution across regions, segments, and\/or product lines.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketing is now expected to operate as a smooth revenue engine, taking a big step up from simply being a campaign engine. Expect leadership to ask questions like:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How much pipeline did marketing source this quarter?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How much of the existing pipeline did marketing influence?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What ROI are we seeing on our marketing spend?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Where do we see the most efficient growth?\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Enterprise demand generation strategies require coordination across multiple channels and stakeholder groups. Programs and initiatives, such as paid media, content, ABM, and sales enablement must present as a cohesive story.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Perhaps where enterprise environments get the most difficult is the added constraint of organizational complexity.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You\u2019re no longer a scrappy, resource-strapped team wearing multiple hats and cranking campaigns out faster than you thought possible. Now, you begin to face hurdles like longer or more intense approval cycles, more stakeholders to align with, and a heavier focus on the ROI of the marketing activities. \u201cAnecdata\u201d is no longer enough.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At enterprise scale, marketing agility decreases. Demand generation strategies must account for this by investing in systems, operational support, reporting and goal clarity, and cross-team alignment.\u00a0<\/span><\/p>\n<h2><strong>Define ICP and Buying Committee (What Changes as You Scale)<\/strong><\/h2>\n<p><a href=\"https:\/\/directiveconsulting.com\/ca\/blog\/directives-complete-guide-to-b2b-demand-generation-strategy\/\"><span style=\"font-weight: 400;\">B2B Demand generation strategies<\/span><\/a><span style=\"font-weight: 400;\"> will stall, and even fail, without alignment on a clearly defined ideal customer profile (ICP). ICP definitions that are vague or outdated will waste marketing dollars on audiences that likely won\u2019t convert.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As your company grows, your ICP may evolve alongside it. Your demand generation strategies have to evolve as well.\u00a0<\/span><\/p>\n<p><b>Early-Stage ICP<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Early-stage and startup companies will benefit most from a narrow ICP definition.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In early stages, demand generation teams need to resist the urge to target anyone who could theoretically benefit from your product or service. Start with a laser focus on the segments most likely to convert quickly and successfully. This will typically include customers with the:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Shortest sales cycles<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Clearest pain points<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Fastest path to adoption<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The goal is to identify where the product or service solves a meaningful problem immediately. Then, you can slowly\u00a0 begin to expand\u00a0 on where you\u2019re seeing success.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Inputs for early-stage ICP development may include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Founder\/CEO and product team insights<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Analysis of discovery calls with prospects<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Closed-won and closed-lost reports<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Early customer success feedback<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">With limited marketing resources, narrowing the ICP will allow your team to concentrate on the areas where you\u2019re most likely to see success, then scale from there.\u00a0<\/span><\/p>\n<p><b>Mid-Market ICP<\/b><\/p>\n<p><span style=\"font-weight: 400;\">As your organization grows, your ICP will likely expand beyond the initial niche audience. It\u2019s easy to find your teams feeling very aspirational at this stage. You\u2019re seeing growth success and it feels like there are no limits. Discipline to expand to only validated adjacent audiences is key to not completely thwart all the work you\u2019ve done.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Mid-market demand generation strategies should begin incorporating additional details and filters to the ICP:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Firmographic characteristics<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Existing tech stack\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Operational complexity<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Clear disqualification criteria<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Creating these filters protects the sales team from pursuing opportunities with a low likelihood of success, and it gives the marketing team a better understanding of where they can refine their targeting.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Of the additional ICP details to define, the most important is explicit disqualifiers. At this stage, understanding who is not a fit is just as valuable as identifying who is.\u00a0<\/span><\/p>\n<p><b>Enterprise ICP<\/b><\/p>\n<p><span style=\"font-weight: 400;\">The company profile for enterprise organizations expands to include buying committee mapping.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Larger organizations are more complex and each project involves multiple stakeholders making decisions based on their specific perspective. Common roles within an enterprise buying committee include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Economic buyer: The buyer responsible for the budget<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Champion: Internal advocate driving the initiative<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">IT\/Security: Evaluators of risk and compliance<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Finance\/Procurement: The people overseeing costs, contracts, and buying process.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">This is where the enterprise ICP gets challenging: Your messaging must now address the concerns of each member of the buying committee.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And as your deal size increases, your messaging has to evolve with it. Early-stage messaging may emphasize speed or simplicity. As you move to mid-market, the message might shift to efficiency and scalability. Once you reach the enterprise level, your message must convey long-term value and risk reduction. For large organizations, it\u2019s no longer about just generating interest. It\u2019s now about proving that the risk of non-adoption is greater than sticking with the status quo.\u00a0<\/span><\/p>\n<h2><strong>Pick Demand Gen Channels and Demand Generation Tactics by Company Size\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Demand generation channels should operate as a coordinated portfolio of activity, rather than a collection of isolated, adhoc campaigns.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A success program relies on a combination of:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Primary acquisition channel(s) that drives qualified pipeline<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Credibility channel to build authority and trust<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Retention or expansion channel to strengthen existing customer relationships<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Let\u2019s dive into how this mix evolves as your organization grows.\u00a0<\/span><\/p>\n<h3><strong>Early Stage (Speed, Signal, and Focus)<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Early-stage demand generation is focused on the speed of learning while minimizing waste.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Rather than launching on every channel you can think of at one time, early-stage teams should identify the quickest path to qualified pipeline so they can begin to double down on the patterns and signals they discover.\u00a0<\/span><\/p>\n<p><b>Best fit marketing channels for early-stage organizations include:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">High-intent paid search for capturing in-market demand\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Founder\/Executive LinkedIn presence to build credibility<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Strategic partnerships with adjacent vendors or communities<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">At least one core content pillar that answers common buyer questions\u00a0<\/span><\/li>\n<\/ul>\n<p><b>Effective tactics for early-stage companies to consider:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Tight keyword targeting focused on problem-aware search intent. Avoid broad category keywords until you have more data to leverage, and make use of negative keywords to avoid waste.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Dedicated landing pages with a single conversion goal (e.g., demo, trial, consultation) for conversion rate optimization (CRO) testing.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Retargeting campaigns with proof-point assets, such as case studies or product demos, rather than generic brand awareness ads.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Short nurture sequences focused on buyer evaluation questions. Avoid a newsletter-style sequence at this stage to allow for more direct information.<\/span><\/li>\n<\/ul>\n<p><b>Most common mistake:\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Expanding into multiple channels before proving any single channel success<\/span><\/p>\n<h3><strong>Mid-Market (Systematize and Expand)<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Mid-market demand generation focuses on scaling what works and reducing reliance on a single channel.\u00a0<\/span><\/p>\n<p><b>Best fit marketing channels for mid-market organizations include:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Paid search for high-intent byers<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">LinkedIn ads for reaching buying committee members<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">SEO and content for creating long-term discoverability<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Webinars and events to support all evaluation stages<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Mid-Market teams also adopt more experimentation processes. It is always tempting to test as much as you can in one campaign, but to truly determine what asset or factor made a difference, it\u2019s best to test a single variable with a 2-4 week cadence, such as audience, creative, offer, or landing page.\u00a0<\/span><\/p>\n<p><b>Effective tactics for mid-market companies to consider:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Thoughtful and structured experimentation\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Segmented and targeted content tailored to industry, job-to-be-done, and organizational maturity. Avoid broad, sweeping messages.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Light account-based marketing (ABM) programs to prioritize potential high-value accounts<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Lifecycle alignment and handoff optimization<\/span><\/li>\n<\/ul>\n<p><b>Most common mistake:\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Optimizing for early engagement and MQLs, rather than qualified pipeline.\u00a0<\/span><\/p>\n<h3><strong>Enterprise (Orchestrate, Segment, and Prove)<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Enterprise demand generation programs orchestrate multiple channels simultaneously across many regions, segments, and committees while still proving revenue impact.<\/span><\/p>\n<p><b>Best fit marketing channels for enterprise organizations:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">More in-depth ABM programs targeting high-value accounts<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Integrated paid media campaigns across search, LinkedIn, and programmatic networks<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Executive thought leadership<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Always-on content to support discoverability and varying stages of evaluation<\/span><\/li>\n<\/ul>\n<p><b>Effective tactics for enterprise companies to consider:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Tiered\/segmented ABM motions<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Tier 1: High-touch engagement for your most sought-after accounts<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Tier 2: Scaled personalization<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Tier 3: Programmatic targeting<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Tailored, stakeholder-specific messaging, such as financial justification, implementation best practices, and security concerns<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Refined marketing attribution practices that are optimized for and tie to pipeline stages<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Regionalization of content and messaging<\/span><\/li>\n<\/ul>\n<p><b>Most common mistake:\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Calling your strategy \u201cABM\u201d while measuring success through traditional lead generation and demand capture metrics. True ABM must evaluate account engagement, deal progression, and overall impact.\u00a0<\/span><\/p>\n<h2><strong>Build Content and Media for Buyer-Led Discovery<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Gone are the days of any sort of straightforward buying process. Modern B2B buyers conduct their own in-depth research before they even raise their hand to speak with sales.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is why demand generation works best when you appear where your buyers already research and self-educate. This may include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Search results and SEO-driven content that answers common questions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">LinkedIn and industry community conversations<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Peer review platforms\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Comparison and evaluation resources\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Effective demand generation content strategies are structured around three key components:<\/span><\/p>\n<ol>\n<li style=\"list-style-type: none;\">\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Core Pillars: <\/b><span style=\"font-weight: 400;\">Your core pillars represent the themes that your company wants to address and own. This may include the problem you solve, the outcomes you drive, or the risks you reduce.<\/span><\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<ul>\n<li aria-level=\"1\"><b>Asset Ladders: <\/b><span style=\"font-weight: 400;\">The asset ladders help translate those themes into multiple distribution formats, such as a flagship guide, blog posts, sales enablement pieces, and more.\u00a0<\/span><\/li>\n<li aria-level=\"1\"><b>Distribution Plans: <\/b><span style=\"font-weight: 400;\">Your distribution plan ensures that your content reaches the right audience at the right time. Your plan may include paid media, email marketing, social media promotion, automated sales outreach, or partner collaborations. The main directive here is do not \u201cpublish and pray.\u201d Be strategic about where you\u2019re distributing your content and why you chose the channel.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Strong demand generation programs build an intricate and interconnected content ecosystems that support and guide buyers through the research process.\u00a0<\/span><\/p>\n<h2><strong>Budget Allocation and Team Ownership by Company Size<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">At every stage of company growth, there will be strategic trade-offs that must be made to optimize for the current environment. Speed, efficiency, and long-term growth will all compete for the top of the priority list and it can be difficult to know how to navigate that constant battle.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s how I recommend thinking of the priority based on the lifecycle stage of your business:<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Early-stage: <\/b><span style=\"font-weight: 400;\">Prioritize rapid feedback loops. Learning is the most important part of this stage and the faster you can understand what drives conversions and quality deals for your sales team, the faster you can optimize based on those findings.\u00a0<\/span><\/li>\n<li aria-level=\"1\"><b>Mid-Market: <\/b><span style=\"font-weight: 400;\">Prioritize balancing short-term acquisition with long-term compounding channels. Paid channels will continue to drive immediate pipeline, but compounding channels, such as SEO and content, will decrease that dependency long-term.<\/span><\/li>\n<li aria-level=\"1\"><b>Enterprise: <\/b><span style=\"font-weight: 400;\">Prioritize operational structure that will enable orchestration across channels and regions. Invest in and focus on marketing operations, data analytics and attribution, creative production, and program management while establishing clear ownership structures to avoid a budget competition.\u00a0<\/span><\/li>\n<\/ul>\n<h2><strong>Measurement: Tie Demand Gen to Pipeline and Revenue<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">The theme of this guide has been evolution and optimization. That doesn\u2019t stop when you get to measuring the outcomes of your initiatives. As your organization matures, demand generation strategies will face deeper scrutiny from finance and RevOps teams.\u00a0<\/span><\/p>\n<p><b>Evolution of demand generation measurement often looks like this:\u00a0<\/b><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Early-Stage<\/b><span style=\"font-weight: 400;\">: Focus is on sales qualified leads (SQLs), qualified meetings, and pipeline created per dollar invested. The goal is to determine whether campaigns are generating real opportunities.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Mid-Market:<\/b><span style=\"font-weight: 400;\"> Continue measuring early-stage metrics and add in pipeline velocity, customer acquisition cost (CAC) by channel, and win rates. These help meaders evaluate efficiency as your program scales.<\/span><\/li>\n<\/ul>\n<\/li>\n<li aria-level=\"1\"><b>Enterprise: <\/b><span style=\"font-weight: 400;\">Reporting will become more granular as you focus on metrics such as pipeline sourced by marketing, pipeline influenced by marketing, conversion rates between pipeline stages, and performance by segment or region.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Ultimately, if you can\u2019t connect marketing programs to down-funnel stages and closed-won revenue, it will not be able to influence your budget or prove the value of your campaigns.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pro tip: Start early on with clean lifecycle definitions, offline conversion tracking, and consistent campaign and channel tags to make the evolution smoother.\u00a0<\/span><\/p>\n<h2><strong>Framework: Demand Generation Tactic Selector (Size x Maturity)<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">The decision of which tactics to prioritize can often cause some analysis paralysis for demand generation leaders. The framework below will help you determine what to prioritize and when, based on your growth stage.\u00a0<\/span><\/p>\n<p><b>Step 1: Determine your maturity by channel.\u00a0<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Foundational: Basic tracking but unclear conversion paths<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Connected: Consistent lifecycle definitions and CRM alignment<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Advanced: Understanding of pipeline performance by channel\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sophisticated: Multi-touch attribution models that are trusted by RevOps and finance.\u00a0<\/span><\/li>\n<\/ul>\n<p><b>Step 2: Evaluate strategic priorities using these five questions.<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Are you trying to create demand, capture demand, or balance both?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Is the decision maker a single individual (single-threaded) or a cross-functional committee (multi-threaded)?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Have you defined a clear conversion event (demo, trial, consultation, etc) and a successful path toward it?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Are we able to measure impact to SQL and pipeline reliability?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Do we need to focus on speed or compounding effects?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\"><strong>Step 3:<\/strong> Select tactics and channel mix using the matrix below.\u00a0<\/span><\/p>\n<table>\n<thead>\n<tr>\n<th><span style=\"font-weight: 400;\">Company Size<\/span><\/th>\n<th><span style=\"font-weight: 400;\">Primary Goal<\/span><\/th>\n<th><span style=\"font-weight: 400;\">Channel Mix Priority<\/span><\/th>\n<th><span style=\"font-weight: 400;\">\u201cMust-Have\u201d Instrumentation<\/span><\/th>\n<th><span style=\"font-weight: 400;\">Primary Success Metrics<\/span><\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><span style=\"font-weight: 400;\">Early-Stage<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Prove repeatable pipeline creation<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Demand capture first, plus one credibility channel<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Conversion tracking, CRM lifecycle stages, basic attribution hygiene<\/span><\/td>\n<td><span style=\"font-weight: 400;\">SQLs, qualified meetings, pipeline created, conversion rate<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Mid-Market<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Scale and diversify efficiently<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Balanced capture + creation; add ABM for priority accounts<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Closed-loop reporting, stage conversion rates, campaign taxonomy<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Pipeline per dollar, velocity, CAC by channel, win-rate influence<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Enterprise<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Orchestrate influence and prove revenue impact<\/span><\/td>\n<td><span style=\"font-weight: 400;\">ABM plus integrated paid, content, and sales enablement<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Attribution model, account engagement tracking, regional reporting<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Pipeline sourced and influenced, segment performance, stage conversion rates<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Use the matrix as a way to determine where your organization fits from a maturity level and as a way to figure out what reaching the next level of growth looks like.\u00a0<\/span><\/p>\n<h2><strong>Common Pitfalls That Stall Growth<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Demand generation programs can stall when teams are optimizing the wrong metrics or expanding too quickly. Below are common mistakes made at the different growth stages and suggested fixes to get back on the right track.\u00a0<\/span><\/p>\n<p><b>Early-Stage<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Common pitfall: Optimizing for MQL volume rather than qualified pipeline<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Fix: Align marketing and sales around SQL definitions and review conversion quality regularly.<\/span><\/li>\n<\/ul>\n<p><b>Mid-Market<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Common pitfall: Running too many campaigns without an overall campaign portfolio strategy<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Fix: Assign channel owners and enforce structured and disciplined experimentation cycles.<\/span><\/li>\n<\/ul>\n<p><b>Enterprise<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Common pitfall: Reporting frequently on activity rather than revenue impact<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Fix: Tie your campaign reporting directly to opportunity stages and pipeline influence.<\/span><\/li>\n<\/ul>\n<h2><strong>FAQs<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\"><strong>Q:<\/strong> What is demand generation?<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>A:<\/strong> Demand generation is the strategy and execution that creates awareness and consideration for your product or service, then turns that interest into measurable pipeline outcomes over time. It spans the entire buyer journey, not just lead capture. (Source: <\/span><a href=\"https:\/\/www.linkedin.com\/business\/marketing\/blog\/lead-generation\/b2b-demand-generation-definition-tactics-tools\"><span style=\"font-weight: 400;\">LinkedIn<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\"><strong>Q:<\/strong> How is demand generation different from lead generation?<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>A:<\/strong> Demand gen creates and captures interest across multiple touchpoints, while lead gen is typically focused on collecting contact information and initiating sales outreach. Strong programs use both, but measure success by pipeline and revenue. (Source: <\/span><a href=\"https:\/\/business.adobe.com\/blog\/basics\/demand-generation-strategies\"><span style=\"font-weight: 400;\">Adobe<\/span><\/a><span style=\"font-weight: 400;\">)\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\"><strong>Q:<\/strong> What channels are most important for B2B demand gen?<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>A:<\/strong> It depends on your stage, but most teams rely on a mix of high-intent capture (paid search), buying committee reach (LinkedIn), compounding discovery (SEO\/content), and targeted ABM for priority accounts. (Source: <\/span><a href=\"https:\/\/6sense.com\/demand-generation\/\"><span style=\"font-weight: 400;\">6sense<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\"><strong>Q:<\/strong> How long does it take to see results?<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>A:<\/strong> Paid capture can impact pipeline in weeks if tracking and conversion paths are solid, while content and organic discoverability typically compound over months. A blended approach creates both near-term and durable results. (Source: <\/span><a href=\"https:\/\/www.informatechtarget.com\/essentials\/b2b-demand-generation-guide\/\"><span style=\"font-weight: 400;\">Informa TechTarget<\/span><\/a><span style=\"font-weight: 400;\">)\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\"><strong>Q:<\/strong> What metrics should demand gen leaders report to a CMO?<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>A:<\/strong> Report SQLs, pipeline created and influenced, conversion rates by stage, CAC (where possible), and budget efficiency. Use consistent definitions and show trends by segment, not just totals. (Source:<\/span><a href=\"https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/2025-05-12-gartner-2025-cmo-spend-survey-reveals-marketing-budgets-have-flatlined-at-seven-percent-of-overall-company-revenue\"><span style=\"font-weight: 400;\"> Gartner CMO Spend Survey<\/span><\/a><span style=\"font-weight: 400;\">)\u00a0<\/span><\/p>\n<h2><strong>Scale Buyer-Led Demand With Directive<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Many demand generation programs break as companies grow because they were designed to report activity rather than generate pipeline.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Directive\u2019s Customer Generation\u2122 methodology connects integrated channels, first-party data, and revenue measurement into a unified demand generation engine.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When buyers research solutions across search, social platforms, peer communities, and AI-driven discovery tools, brands must be discoverable and credible everywhere those conversations occur.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you want a demand generation strategy designed around pipeline outcomes rather than vanity metrics, explore <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/services\/b2b-demand-generation-agency\/\"><span style=\"font-weight: 400;\">Directive\u2019s B2B demand generation agency services<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Many B2B marketing teams are struggling with one of two scenarios: They are trying to run enterprise demand generation with<\/p>\n","protected":false},"author":117,"featured_media":50625,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[32],"tags":[97],"class_list":["post-50624","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-demand-generation","tag-demand-generation"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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