Top 12 Demand Generation Examples of 2024 | Binary Demand

Explore Best B2B Demand Generation Examples of 2024

By Binary Demand - Last Updated on March 19, 2024

Demand generation examples are the secret sauce for creating a buzz around B2B lead generation companies and captivating potential customers. Unlike lead generation, which focuses on quick wins, demand generation takes the scenic route, nurturing relationships for the long haul.

But wait, don’t be fooled—demand generation isn’t just about warm fuzzies and handshakes. It’s a powerful tool for generating top-notch leads. With the right strategy, you can attract leads practically begging to become loyal customers.

So, if you’re ready to elevate your marketing game with demand generation, you’re in for a treat! This blog post will dive into real-life B2B demand-generation campaign examples, crushing it with their demand-generation tactics. Before that, let’s establish the basics of B2B demand generation.

In this article

What Is B2B Demand Generation?

Demand generation is a collaborative effort between sales and marketing teams to build brand reputation and nurture prospects into leads over time.

It involves creating and distributing content across various channels to raise awareness and provide educational value, guiding potential buyers through the sales funnel.

A single-channel strategy is rarely effective; combining multiple channels ensures a broader reach and a more holistic approach to engaging with target audiences.

What Are Some B2B Demand Generation Examples?

Demand generation campaigns in B2B offer many benefits, including boosting your company’s visibility, driving website traffic, and increasing sales. You can create a cohesive approach that maximizes results by aligning sales and marketing efforts.

Just like attraction marketing, demand generation channels aim to capture the interest of your target audience, providing numerous advantages. For instance, interactive content has been proven to increase customer engagement significantly compared to static content.

If you want to cultivate a solid consumer base, these are the best demand generation examples that you can consider implementing:

  • Contests

Competition is a powerful tool for demand generation, keeping customers engaged and attracting new ones. They not only spread awareness but also gauge product demand.

For instance, Starbucks tapped into the millennial market with its sustainable cups in 2014. By launching the WhiteCupContest on social media, they capitalized on hashtags to drive engagement.

Offering a USD 300 prize and the promise of using the winner’s design on their cups, Starbucks saw impressive results: selling 4000 cups in just three weeks and garnering significant media attention.

Consequently, the above example of demand generation highlights how competition can effectively drive sales and brand visibility.

  • Make your content interactive

In formula-heavy industries like real estate, finance, and home remodelling, providing a calculation tool on your website can establish it as a valuable resource.

By addressing your audience’s needs and offering practical solutions, you enhance their experience and encourage repeat visits.

This demand generation strategy example can potentially convert visitors into customers over time. So, identify your audience’s pain points and develop a tool that meets their specific needs—it’s a winning formula for driving traffic and boosting conversions.

  • Host a webinar

Demand generation revolves around fostering meaningful connections with customers, and webinars have emerged as a powerful tool for achieving this.

Hosting a webinar allows you to showcase your products and services directly to potential customers while gathering real-time feedback for product improvement.

This example of demand generation marketing can provide a personal touch that many other digital marketing channels lack.

CISCO effectively uses webinars for demand generation by hosting events covering various relevant topics such as cloud computing and networking.

They engage with their audience by leveraging webinars, driving interest, and boosting conversion rates.

  • Collaborate with industry influencers

The following strategy is one of the best examples of demand generation. Influencer marketing packs a punch when boosting demand generation campaigns. Partnering with influencers who resonate with your brand can amplify your reach and credibility.

However, selecting the right influencers is critical. Conducting thorough market research ensures alignment with your brand values and target audience.

Partnerships and collaborations enhance credibility and reach, empowering senior B2B decision-makers with the knowledge they need to make informed purchasing decisions.

  • Personalized emails

B2B Email marketing continues to reign as the best demand generation example but to shine in a crowded inbox, personalization is paramount.

Segmenting your subscriber list and crafting personalized content can drastically boost open and engagement rates.

For instance, Buffer, a social media management platform, excels at this by sending tailored welcome emails to new sign-ups.

These emails provide valuable information about their platform and initiate a conversation, immediately setting the stage for meaningful engagement.

  • Conduct PPC campaigns

The topic of pay-per-click advertising is never static. Should a demand-generating effort rely so much on advertising expenditure?

It first depends on what you have available. Are you able to afford it? Do you possess the talent necessary to produce advertisements and a full-funnel strategy to increase your company’s demand and produce tangible results?

These demand generation examples can potentially become favored solutions for many businesses. And if you’re seeking platforms, today might be your lucky day.

  • HubSpot

HubSpot, renowned for its inbound marketing and sales prowess, excels in demand generation, employing various tactics. One standout strategy is their rich reservoir of educational content.

  • Demand generation tactic – Educational content

HubSpot offers a treasure trove of free resources covering diverse topics, from inbound marketing to sales enablement. Their library includes ebooks, templates, checklists, and certification courses — all freely accessible, making it a fantastic B2B demand generation example.

  • Why does this demand-gen tactic work?

Educational content is a potent demand-generation tool. It empowers potential customers to understand how your product or service can address their needs.

Moreover, it fosters trust and credibility. Recent surveys indicate that nearly half of B2B decision-makers engage with three to five pieces of content before reaching out to a salesperson.

  • How can you implement this tactic?

To leverage educational content effectively, create valuable resources such as blog posts, ebooks, infographics, case studies, or how-to tutorials. Ensure easy access by dedicating and promoting a section on your website across your marketing channels.

  • Neil Patel Digital

Neil Patel, a luminary in the digital marketing world, exemplifies the effective use of demand generation examples and strategies, notably by providing free SEO tools.

  • Demand generation tactic

Neil Patel Digital offers free SEO tools like Ubersuggest and Answer The Public, aiding businesses in enhancing online visibility and organic search traffic. These tools benefit users and elevate awareness for Neil Patel Digital, establishing it as an excellent demand generation marketing example and a premier authority in digital marketing.

  • Why does this demand-gen tactic work?

Free tools serve as invaluable demand-generation assets across industries by providing value to target audiences without financial commitment. Moreover, they function as lead magnets, facilitating lead capture effortlessly.

  • How can you implement this tactic?

When crafting a free tool, ensure its relevance, usability, and value to your audience. It could be a software application, an online calculator, or templates. Promote it via your business website, social media, email campaigns, and ads, driving traffic to dedicated landing pages.

  •, a popular project management software, leverages video marketing as a critical example of a demand-generation marketing tactic to showcase its capabilities and attract leads.

  • Demand generation tactic: Video Marketing produces engaging videos demonstrating how their software facilitates collaboration and project management. These videos are shared on their YouTube channel and utilized in targeted ads for individuals interested in project management tools.

  • Why does this demand gen tactic work?

Video marketing allows for creativity and storytelling, resonating deeply with target audiences and building brand awareness.

  • How can you implement this tactic?

To utilize video marketing for demand generation, create compelling videos highlighting your product or service. Share these videos on your website and social media channels, and consider running video ads on platforms like YouTube and Facebook to reach a wider audience.

  • Adobe

Renowned for its digital media software, Adobe is a prime example of effective B2B demand generation, mainly through its mastery of social media marketing.

  • Demand generation tactic: social media marketing

Adobe harnesses platforms like Twitter, LinkedIn, and Instagram to disseminate compelling, informative, and entertaining content. Their posts often showcase their products and illustrate how businesses can benefit from them. Additionally, Adobe employs targeted ads on these platforms to direct potential leads to their website.

  • Why does this demand gen example tactic work?

Social media marketing offers a potent avenue to reach a vast audience with tailored content. By sharing captivating material, brands can foster brand awareness, trust, and credibility, ultimately driving sales.

  • How can you implement this tactic?

To leverage social media for demand generation, establish a presence on platforms where your target audience is active. Create and share engaging content that educates and appeals to your audience, building rapport and driving interest in your offerings.

  • Ahrefs

Ahrefs, a leading SEO software company, demonstrates an effective demand generation strategy through its value-packed email newsletter.

  • Demand generation tactic: Email newsletter

Ahrefs’ newsletter delivers a weekly roundup of the latest SEO insights and content. Each edition is carefully curated to include the most actionable and valuable information for subscribers.

  • Why does this demand-gen tactic work?

Ahrefs nurtures its email list and maintains top-of-mind awareness with prospects by providing high-value content in its newsletter. The newsletter also serves as a gateway to Ahrefs’ blog and YouTube channel, driving traffic and generating leads. Moreover, the newsletter indirectly promotes new services without needing third-party ads.

  • How can you implement this tactic?

To replicate this demand generation example tactic, curate content tailored to your target audience’s interests and needs. Start by gathering feedback from your audience to understand their preferences. Then, create an editorial calendar to ensure a steady stream of engaging content that adds value to your subscribers’ lives.

Drawing the Curtain

Demand generation is critical for B2B lead generation companies to create excitement around their brand and captivate potential customers.

While lead generation focuses on quick wins, demand generation takes a more strategic approach, nurturing relationships for long-term success. However, demand generation isn’t just about warm fuzzies—it’s a powerful tool for generating top-notch leads.

By implementing the right strategies, you can attract leads practically begging to become loyal customers.

Having explored real-life B2B demand generation campaign examples and showcasing effective tactics to drive growth, are you ready to elevate your marketing game with Binary Demand?


Q. What is a B2B Demand Generation Campaign?

A. A demand generation campaign is a data-driven marketing tactic used by businesses to raise awareness and interest in their offerings. It involves providing relevant content and engaging with customers at every stage of their journey. Crafting a successful demand-generation strategy begins with understanding the intricacies of the demand generation funnel.

Q. What Is a B2B Demand Generation Funnel?

A. The demand generation funnel is your compass for crafting targeted messages and content tailored to your prospects. It illuminates potential customers’ needs at each stage, enabling you to devise strategies and content accordingly.

Q. What Is B2B Demand Generation VS B2B Lead Generation?

A. B2B demand generation endeavors to raise awareness and pique interest in your products or services into a broader audience scope. Conversely, B2B lead generation centers on identifying and assessing leads who exhibit readiness to engage with your sales team. These strategies complement each other, fueling revenue growth and broadening your customer base.