Demand Generation

How Baas & Baas approaches this:

1. Creating Awareness:
   We start by building awareness around your brand, without direct sales pressure. This lays the foundation for a strong relationship with potential customers.
2. Develop Needs:
   Through educational and valuable content, we show your target group that a better situation is possible with your solutions.
3. Consideration and Purchase:
   As soon as the prospect feels the need, we position your brand as the ideal choice, automatically putting you on their shortlist.

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Benefits of working with Baas & Baas:

• Long-term growth: Our strategies are designed to sustainably grow your customer base and revenue.
• High-quality Leads: We focus on generating leads that really add value to your sales process.
• Cooperation with Sales: We ensure seamless integration of marketing and sales processes, so that both departments operate as equal partners.

Importance of Self-Reported Attribution

In an era where traditional attribution models fall short due to the complexity of customer journeys, self-reported attribution becomes crucial. We immediately ask customers how they found us and what influences were important in their decision-making process. This data is essential for understanding which marketing channels are most effective and how we can optimize our strategies.

Pipeline Velocity

Pipeline velocity shows how fast leads are moving through your sales pipeline.

Calculation:
Number of deals × average deal value × conversion rate ÷ sales cycle length

A high pipeline velocity means that your marketing efforts provide sales that are realized more quickly. We are actively focusing on this metric. We are not just looking at volume, but rather at:

• Lead quality
• Intent of behavior
• Speed of conversion

We also use signals such as hand raisers. These are people who actively report themselves by requesting a demo, clicking on an event or commenting on content. Such behaviors are often more valuable than forms filled out without a clear context.

Demand Generation Framework

At Baas & Baas, we believe that effective B2B marketing starts with insight. That's why we've developed a visual framework that summarizes the essence of our Demand Generation approach. Using three powerful charts, we'll show you how to create demand, build trust, and make your brand top-of-mind with your ideal customer. To visualize the Demand Generation Framework, I will create a series of diagrams that illustrate Baas & Baas's strategic approach. These graphs will include the following aspects:

1. Phases of Awareness: The customer's journey from unconscious to decision.
2. Demand Generation Funnel: From top-of-funnel awareness to the final purchase.
3. Dark Social interactions: How influences in non-measurable social interactions contribute to demand.

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Phases of Awareness

Above is a graph that illustrates the phases of awareness within the Demand Generation strategy. The percentages provide an indication of how many potential customers are in each phase, with a high presence in the “Awareness” stage, which decreases as they get closer to the “Decision”.

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Demand Generation Funnel

The graph above shows the Demand Generation Funnel, where each phase of the customer journey is represented: from “Top-of-Funnel” (Awareness) where the largest number of potential customers are located, to “Bottom-of-Funnel” (Purchase), where the filtered and most qualified leads proceed to purchase.

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Dark Social interactions

The last graph shows the spread of interactions within Dark Social for a B2B company. The diagram shows different types of interaction channels such as LinkedIn, podcasts, and community forums, with LinkedIn generating the most interactions. These channels are crucial because they help build brand awareness and trust without providing measurable data directly.

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What is Messaging and Storytelling?

Good B2B marketing isn't just about sending, but about building a strong story. That's why we make a distinction between messaging and storytelling.

• Messaging is your key message: short, powerful and consistent. It summarizes what your brand stands for.
• Storytelling is the context and the story around it. This way, you make your message alive, recognisable and human. It connects your brand to the challenges of your target group.

Together, they create impact: the message hits and the story sticks.

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Marketing maturity yardstick

Where does your organization stand in the development of B2B marketing? Based on Aldo Wink's model, we distinguish five levels:

1. Beginner — Works with lead forms, white papers, and basic SEO or SEA.
2. Discoverer — Experiments with social media, blogs and first video content.
3. Builder — Has a consistent content machine, including retargeting and sales enablement.
4. Player — Drives on data and combines demand creation with demand capture.
5. Top player — Works with personalized journeys, community-driven campaigns and complete coordination between marketing and sales.

We help you grow to the next level.

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Practical Approach: Demand Generation in 5 Steps

Our way of working is built around a concrete framework that allows you to create demand, build trust and ultimately achieve turnover.

1. Map out the ideal customer profile (ICP) and the buyer journey.
2. Develop valuable content for every phase of the funnel.
3. Use channels like social media, YouTube, podcast, and SEO for visibility.
4. Set up conversion points and signals for active follow-up.
5. Measure and optimize pipeline velocity and marketing influenced revenue.

This is how we create a scalable and predictable growth system.

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From Wishlist to Shortlist: Impact within your TAM

Many marketers rely on clicks, views and likes. But those numbers say little about whether your Total Addressable Market (TAM) is really moving.

We focus on measurable behavioral changes within your target group. With the right content and distribution, we'll move your brand from “wishlist” to “shortlist”. In doing so, we not only measure in the short term, but we also monitor the effect in the medium and long term.

That is the core of strategic demand generation: demonstrable brand impact instead of superficial engagement.