Introduction
Most B2B marketers treat demand generation like a series of disconnected campaigns.
In this guide, I’ll show you how to build a repeatable demand generation engine that scales your reach predictably. You’ll learn how to combine paid and organic channels, structure your outreach, and turn visibility into pipeline momentum.
After 15 years in growth, the biggest lesson is simple: when demand compounds, marketing gets easier. Let’s make that happen for your team.
Playbooks
Go to playbooksOutreach automation
Pick a prospecting method and tidy data. Warm domains, protect deliverability, build short email and LinkedIn sequences, and route positive replies to the right owner with tasks in the CRM.
See playbook
LinkedIn thought leadership
Post consistently on LinkedIn with a routine that grows authority, attracts buyers and turns visibility into pipeline. Turn posts into warm leads without spam or gimmicks.
See playbook
Paid advertising
Set up reliable tracking and budgets. Choose channels that match intent, structure campaigns neatly, test creative and landing pages, and move spend to what produces quality leads.
See playbook
Organic search
Rank in Google and LLMs by publishing content that answers real buyer questions and attracts high intent traffic. Build content pillars that compound results with steady effort.
See playbook
Tools
Go to toolsLinkedIn thought leadership
Kanbox
Kanbox turns your email into a CRM that tracks deals, follow-ups, and reminders.
Taplio
LinkedIn toolkit for ideas, scheduling and analytics, handy for consistent posting with a clean workflow.
Surfe
Turns LinkedIn into your CRM interface, find and enrich contacts, then push leads and messages to HubSpot, Salesforce or Pipedrive without copy pasting.
Paid advertising
Spectacle
Spectacle shows which campaigns, content and channels create customers, with funnels and an audience hub that syncs high LTV segments to ad platforms.
SEMrush
SEO suite for keyword research, audits and content planning, useful for ongoing search work.
Google Analytics
Web analytics that tracks user behaviour and conversions, essential for understanding traffic and lead sources when configured well.
Google Tag Manager
Tag management that lets you add and control scripts, events and pixels with versioning and consent rules.
Outreach automation
Surfe
Turns LinkedIn into your CRM interface, find and enrich contacts, then push leads and messages to HubSpot, Salesforce or Pipedrive without copy pasting.
Lemlist
Cold email platform with warm up, sequencing and tracking, designed to keep domains healthy while booking meetings.
Apollo
Prospecting database with sequencing, handy for small teams that want leads and outreach in one place with basic enrichment.
Lusha
Data provider for emails and numbers, handy for filling gaps in prospect lists before sequencing.
Mailshake
Simple cold email tool with sequences and tracking, good for lean outbound motions.
Books
Go to books
Breakthrough Advertising
Eugene M. Schwartz
A field guide to message market fit. Use stages of awareness to pick angles, craft offers and brief ads that speak to real pains and jobs.
Expert secrets
Russel Brunson
Position your expertise, tell stories that teach, and build simple offers that move buyers from interest to action.
Influence
Robert Cialdini
Classic psychology translated for B2B. Use social proof, scarcity and reciprocity in a way that respects buyers.
$100M Leads
Alex Hormozi
Clear take on list building, offers and outreach. See how to adapt the playbook for B2B, protect your domain, and turn attention into qualified pipeline.
Traffic secrets
Russel Brunson
A broad look at audience building. Useful ideas for content, partnerships and email that compound over time.
Startup growth engines
Sean Ellis
A tour of growth case studies. Identify engines, spot patterns and design experiments that fit your context.
Hacking growth
Sean Ellis
A practical framework for experiments and insights. Build loops, run tests and adopt a cadence that ships learning every week.
Traction (channels)
Gabriel Weinberg
A method to discover your best channel. Prioritise, test and focus resources where traction is most likely.
Founder brand
Dave Gerhardt
A guide to purposeful visibility. Choose topics, set a cadence and turn posts, talks and interviews into warm conversations.
Wiki articles
Go to wikiCall-to-Action (CTA)
Craft CTAs that drive engagement and action across platforms.
Cost-per-X
Master CPM, CPC, CPA for smarter ad spend.
Engagement rate
Engagement rate shows the share of sessions that stick, not just click. Google Analytics 4 counts a visit as engaged when it lasts longer than 10 seconds, fires a conversion event or views at least two pages, so the metric filters out idle bounces.
Inbound Marketing
Attract and convert leads with educational, value-driven inbound marketing.
Paid search
Harness the power of Search Engine Advertising for fast, measurable growth.
Paid social advertising
Show simple ads to your ideal buyers so they discover you early.
Pirate metrics
Pirate Metrics tracks growth across five stages: acquisition, activation, retention, referral and revenue, revealing where to focus to compound results.
Product-market fit
Validate your product's value proposition to align with market demands.
Referral marketing
Drive traffic and sales with partnerships through affiliate marketing.
SEO
Improve rankings and organic visibility with actionable SEO techniques.
Stages of awareness
Map every ad group to the right awareness stage so your ads meet minds, not eyeballs.
UTMs
Track campaign performance with clear and precise UTM tagging.
