Stage 01
Create demand
We survey decision-makers in your market to collect proprietary data, then publish the findings as an industry report or white paper under your name. Our digital PR team pitches them to journalists.
B2B demand generation
B2B demand generation services that turn industry research into pipeline
Vibex researches a problem your B2B buyers have, publishes the findings as an industry report under your name, and turns the interest it earns into qualified pipeline. Our B2B demand generation services include the research, the report, news coverage, LinkedIn, email and paid ads, and follow-up material for your sales team.
One team runs every stage, so you don't hire a research company, a PR firm and an ad specialist separately.
The basics
What is demand generation?
Demand generation means making buyers aware of a problem before they look for a solution, then turning that interest into leads and pipeline. In B2B, buyers take a long time to decide and every purchase involves multiple decision-makers. Demand generation reaches them months before they contact a seller, with data that shows the problem and what it costs them.
Most companies that could buy from you are not looking for a vendor today. Some don't see their problem clearly yet.
The difference
Demand generation vs lead generation
Lead generation captures existing demand for a product: buyers who already know they need it and are actively looking. They search, compare vendors and ask for prices, and your competitors are chasing the same buyers.
Demand gen creates new demand, so more buyers know about the problem, and about you, before they start looking. Demand generation grows the number of interested buyers. Lead generation collects the ones who are ready.
| Compared on | Demand generation | Lead generation |
|---|---|---|
| Who it reaches | Buyers who are not looking yet | Buyers who are already looking |
| What it starts with | A problem your market has and new data about it | An offer, a form or a contact list |
| What it builds | Awareness of the problem, then leads and pipeline | Leads from buyers who are already interested |
| Typical channels | Industry reports, white papers, news coverage, LinkedIn and paid ads, gated downloads | Search ads, landing pages, cold outreach |
The problem
Why B2B companies struggle to build a steady pipeline
Most B2B companies with a proven product and paying customers run into the same problems:
- Growth depends on the founder's contacts. Referrals, introductions and trade shows bring in most new deals. When the founder is busy or the next event is months away, the sales pipeline slows down.
- There is no inbound channel. Buyers don't find you on their own, so every deal starts with your team reaching out first.
- Outbound reaches people who don't know you. Cold outreach goes to strangers who have never heard of your brand. Few reply, and many meetings are with people who aren't ready to buy.
- Buyers can't see your expertise. Nothing public shows what you know. In fintech, payments and crypto, buyers shortlist the vendor they find most credible.
- Deals stall during long sales cycles. Buyers go quiet between meetings because you have nothing new to send them.
- Sales has nothing new to say. Apart from product pitches, your team has no reason to contact target accounts, the companies you most want to win.
How it works
How our demand generation services work
Our demand generation services run in three stages.
Stage 01
Stage 02
Collect leads
LinkedIn, email and paid ads bring decision-makers at your target accounts to the report page. A gated download turns readers into leads.
Stage 03
Turn leads into pipeline
Your sales team follows up each lead with findings about the buyer's own market. The same findings open conversations with target accounts that haven't downloaded the report yet.
What you get
What's included in our B2B demand generation service
Every B2B demand generation service project includes:
- The research question: the buyer problem, the question nobody has data on, and the plan for getting the data. You approve it before we start.
- The data: a survey of decision-makers, including people at the companies you want to win, or data we collect ourselves.
- The report: an industry report or white paper with charts, written and designed under your name.
- A report page on your website, with a form to download the full report (a gated download).
- A press release and outreach to journalists at industry and business news sites, through our digital PR work.
- LinkedIn, email and paid ad campaigns, plus follow-up emails to everyone who downloads the report.
- Material for your sales team: the key findings, a short presentation and ready-to-use messages for target accounts.
- Articles based on the findings, through our SEO content writing.
- A monthly report on leads, meetings, pipeline, news coverage, brand mentions, downloads and links.
Why research
Why build demand with industry research
- Buyers trust data more than sales talk. A report with new facts about their problem is thought leadership they can check. They read it, share it and remember who published it.
- Journalists cover new data. Trade media and business news sites want facts nobody has published. A report earns coverage you don't pay for, called earned media, that a press release alone usually doesn't get.
- It keeps working after launch. People quote, share and link to the report for months. Those links and mentions help Google rank your site and help AI tools like ChatGPT quote your findings, which our AI SEO work builds on.
Who it's for
Who B2B demand generation is for
B2B demand generation fits companies with complex products, long sales cycles and a long buying journey, where buyers research for months and multiple decision-makers sign off. We work with technical B2B companies in these industries:
Fintech and payments
Payment providers whose buyers want independent data on fees, fraud and reliability before they switch.
Crypto and blockchain infrastructure
Companies that store, move or trade crypto for other businesses and need to earn trust first.
iGaming B2B suppliers
Software, payment and game suppliers selling to operators who rarely switch.
Regtech and software for financial services
Software that helps financial companies follow the rules, sold to compliance teams who need a strong case to buy.
Industrial, logistics and supply chain tech
Technology for factories, shipping and supply chains, where several departments sign off on every purchase.
HR and recruitment tech
Hiring and HR software sold to teams that hear the same promises from every vendor.
Timeline
What to expect, from research to pipeline
The research, report and report page take about 2 months to build. After launch, journalist outreach, LinkedIn, email and paid ads run month by month.
Research question
We pick the buyer problem, the question nobody has good data on, and the target accounts the campaign should reach. You approve it before we go further.
Data
We run a survey through a partner who finds the right people to answer, or we collect the data ourselves.
Report and report page
We write up the findings as a full report with charts and publish it on a page on your website.
Launch and promotion
A press release, journalist outreach, LinkedIn, email and paid ads put the findings in front of your market. The first leads come in once the report is live and the ads are running.
Leads into pipeline
Leads go to your sales team with the report they downloaded. We send you a report on the results every month.
Results
How we measure results
We measure pipeline growth, not ad views:
- Leads: people who downloaded the report or contacted you
- Meetings: calls your team booked with those leads
- Sales-qualified leads: leads your sales team agrees are worth following up
- Pipeline sourced and influenced: deals that started from the campaign, and deals it helped move forward
- Customers: leads who became clients
The monthly report also lists news coverage, brand mentions, downloads, links and mentions in AI tools.
We don't promise a number of leads up front, because it depends on your market, your offer and your ad budget. You see the real results from your own campaign every month.
FAQ
Questions about our B2B demand generation services
What do your demand generation services include?
The research question and plan, the data, an industry report or white paper under your name, a report page with a download form, outreach to journalists, LinkedIn, email and paid ads, material for your sales team, and a monthly report on leads, meetings and pipeline.
How does an industry report turn into pipeline?
News coverage and ads bring buyers to the report. The download form turns interested readers into leads. Your sales team follows up with the findings, and the meetings that follow become qualified pipeline.
Is it a one-off project or ongoing?
Both. The research, report and report page are a project of about 2 months. Promotion and monthly reporting then continue for as long as the report brings in leads, and a new report can follow.
How long until we get the first leads?
The first leads come after launch, once the report is live and the ads are running. Building the research, data, report and page takes about 2 months before that.
How much of our team's time does it take?
Someone approves the research question and the report, one or two people who know your market give short input, and a salesperson follows up the leads. We do the research, writing, design, outreach and ads.
Can we use content we already have?
No. Content you have already published can't be used for demand generation. Every campaign needs new data or research, with an original study built on top of it. What you can use is your company's existing data, which we turn into original findings.
Who runs the ads?
We do. We plan and run the LinkedIn, email and paid ad campaigns and report the results to you every month.
What does our sales team need to do with the leads?
Follow them up quickly and use the report in the conversation. Then tell us which leads became sales-qualified, which turned into pipeline and which became customers, so our reports show what the campaign produced.
Next step
Plan your first industry report with us
Book a free strategy call. Tell us who your buyers are and what they struggle with, and we'll suggest a research question for your first report.
- Free, with no obligation to buy
- A first idea of the research question and report that would fit your market
- An honest answer on whether we're the right fit for you
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