B2B demand generation

The B2B demand generation agency that turns research into customers

Vibex is a B2B demand generation agency. We research a problem your buyers have, publish the findings under your name, and put them in front of your market through journalists, LinkedIn, email and paid ads. Interested buyers become leads, and your sales team gets a report to close them with.

It suits B2B companies with complex products, long sales cycles and several people in every buying decision. As a demand generation agency, we run the whole channel, so you work with one B2B demand generation company instead of a research firm, a digital PR agency and an ad agency.

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What it is

What is B2B demand generation?

B2B demand generation is the work of making buyers aware of a problem before they start looking for a solution, then turning that interest into leads and customers.

Most of the companies that could buy from you are not searching for a vendor today. They may not even see their problem clearly yet. Demand generation reaches them first, with information that makes the problem and its cost easy to see.

Demand generation vs lead generation

Lead generation captures demand that already exists: people who are already searching, comparing vendors or asking for quotes. It works, but every competitor is fishing in the same small pool.

Demand generation creates new demand, so there are more buyers to capture in the first place. The two work together: demand generation fills the pool, lead generation collects from it.

Demand generationLead generation
Who it reachesBuyers who are not looking yetBuyers who are already looking
What it starts withA problem your market has and new information about itAn offer, a form or a contact list
What it buildsAwareness of the problem, then leadsLeads from demand that already exists
Typical channelsResearch reports, journalist coverage, social and paid ads, gated downloadsSearch ads, landing pages, cold outreach
How it works

How our B2B demand generation works

Our demand generation service runs in three stages: generate demand, capture leads, close clients. Each stage uses a Vibex service, so one team carries the work from the first research question to the lead your sales team follows up.

Stage 01

Generate demand

We find the question your buyers argue about that nobody has proper data on. Then we get the data, through a survey of the people who matter in your industry or data we collect ourselves, and write it up as an industry report or white paper with your name on it.

Journalist outreach through our digital PR work gets the findings covered in the publications your market reads. That makes your buyers aware of the problem. When a survey is the data source, it runs as part of our survey research.

Stage 02

Capture leads

The report lives on a landing page on your website. We run it across LinkedIn, email and paid ads, so the right buyers see it, not just anyone.

The full report is a gated download: readers give their contact details to get it. That turns interest into leads you can follow up. The landing page and the gated report are built as part of our industry reports service.

Stage 03

Close clients

Leads reach your sales team with context: they know which report the lead downloaded and which problem it covers. That gives sales an easy, relevant reason to start the conversation.

Sales uses the findings in its follow-up. We also turn the findings into articles for your website through our SEO content writing, so your team has more to share as deals move forward.

What you get

  • The research question and the survey design
  • Running the survey, or collecting the data ourselves
  • A full report and a landing page on your website, with charts
  • Press release writing and distribution
  • Ongoing outreach to industry and business publications
  • LinkedIn, email and paid ad campaigns
  • A monthly report on leads, publications, brand mentions, downloads and links

More than a lead campaign

The research keeps working after launch. It gets quoted, it gets shared, and it becomes the reference people point to when the problem comes up.

It also earns links from the publications that cover it, and it gets your findings into the sources AI tools cite. That supports your rankings in Google and your visibility in AI answers, which our AI SEO work builds on.

The main goal stays the same: make your market aware of a specific problem, and turn that awareness into customers.

Who it's for

Built for how B2B companies buy

Our B2B demand generation is for founders, CEOs and marketing leaders whose new business comes from referrals, events and SDRs, and who want another predictable channel.

It fits because of how B2B companies buy:

  • Long buying cycles. Buyers research for months before they talk to a vendor. A report reaches them during that research.
  • Several decision-makers. A report gives everyone in the buying group the same numbers to discuss.
  • Problems worth researching. Complex products solve problems that buyers need data on before they act.
  • Deal sizes that justify it. A single new client is worth months of research and promotion.

We write for fintech, payments, crypto, iGaming and other technical fields.

Not for you if you sell to consumers, or your product is a low-price purchase made in a single step. Those buyers do not read a report before they buy.

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What to expect

What to expect, from research to first leads

Building the research, the report and the landing page takes about 2 months. After launch, the outreach, social and paid ads run for as long as the project needs them.

  1. Research question

    We find the problem your buyers care about and the question nobody has proper data on. You sign it off before we go further.

    Build phase

  2. Data

    We run a survey through a research panel, or collect the data ourselves.

    Build phase

  3. Report and landing page

    We write the findings up as a full report with charts and publish it on a landing page on your website.

    Ready in about 2 months

  4. Launch and promotion

    Press release, journalist outreach, LinkedIn, email and paid ads put the findings in front of your market. The first leads arrive once the report is live and the ads are running.

    After launch

  5. Leads to sales

    Leads go to your sales team, and we report on what the channel produced every month.

    Ongoing

What we report on

We measure the channel by what reaches your sales team, not by impressions.

  • Leads: the people who downloaded the report or got in touch
  • Sales-qualified leads: the leads your sales team agrees are worth pursuing
  • Customers: the leads that became clients

Alongside these, the monthly report lists the publications that covered the findings, brand mentions, downloads and links.

We do not quote lead numbers up front. They depend on your market, your offer and your ad budget, so we show you the real numbers from your own campaign instead.

FAQ

Questions about B2B demand generation

How long until we get the first leads?

The first leads come after launch, once the report is live and the ads are running. Designing the research, collecting the data and building the report and landing page takes about 2 months. From then on, leads keep coming in for as long as the promotion runs.

How much of our team's time does it take?

Not much, but some of it matters. We need someone to sign off the research question and the report, short input from one or two people who know your market, and a salesperson to follow up the leads. We do the research, writing, design, outreach and ads.

Can we use content we already have?

Yes, as a starting point. An existing report, white paper or your own data can shape the research question or become part of the data. The study itself needs new findings, though, because journalists and buyers pay attention to numbers they have not seen before.

Who runs the ads?

We do. We plan and run the LinkedIn, email and paid ad campaigns that put the report in front of your buyers, and we report on the results every month. You see what runs and what it produces.

Is ad spend separate?

Yes. The ad budget goes to the ad platforms, such as LinkedIn, and is separate from our work. We agree it with you before launch, based on the buyers you want to reach.

What does our sales team need to do with the leads?

Follow them up quickly and use the report in the conversation. Every lead has read or downloaded the findings, so the research gives sales an easy, relevant opening. Tell us which leads became sales-qualified and which became customers, so our reporting shows the full picture.

Next step

Turn the problem your buyers have into demand

Pick a time for a free strategy call. Tell us who your buyers are and what they struggle with, and we will talk through the research question that could start your new channel.

  • Free, with no obligation to buy
  • A first view of where digital PR, AI SEO or research content can help
  • A straight answer on whether we are the right fit

See how we build the report

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