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Demand Generation
Demand generation that builds pipeline, not just leads
Most demand gen programs hit MQL targets and miss revenue. We run paid, ABM, content, and lifecycle as a single integrated system, every dollar attributed to the deals it actually influenced.
Trusted by marketing leaders at insurance, SaaS, warranty, and B2B services companies
What is B2B demand generation?
B2B demand generation is the integrated practice of creating, capturing, and converting qualified demand into pipeline and revenue. Truax Marketing runs paid media, ABM, content, lifecycle email, AI ad surfaces, and CRO as a single program, attributed to deals through HubSpot or Salesforce. Programs start at $4,800 per month.
Industries we serve
Insurance
SaaS
Warranty
B2B Services
Financial Services
Professional Services
Hitting your MQL number is not the same as hitting your revenue number
Most B2B demand programs are graded on the wrong thing. Marketing hits an MQL target, hands the leads to sales, and quietly hopes the funnel works. Six months later, the CFO asks why pipeline is flat and nobody can answer with confidence.
The leak is structural:
- -Lead targets are not pipeline targets, and the gap is widening
- -Generic content does not match buyer intent at the moment of search
- -CRM hygiene is a mess, lifecycle stages are fictional
- -Attribution is a guess, last-click reporting flatters the wrong channels
- -Paid spend optimizes to clicks instead of closed-won
Gartner research (2024) found B2B buyers spend only 17% of the journey with sales reps. We rebuild demand gen as a revenue system. We call it the Pipeline Integration model.
The Pipeline Integration model
Seven channels, one system
Paid media that converts to pipeline
Google Ads, LinkedIn, Meta, programmatic, plus AI ad surfaces (ChatGPT, Perplexity, Reddit Ads). Built around buying-stage hypotheses, not keyword volume.
Account-based marketing
Tiered account strategy, intent data (6sense, Demandbase, Bombora), multi-channel orchestration, quarterly account reviews.
Content and SEO that compound
Editorial tied to topic clusters, search intent, pipeline stages. Subject-matter experts. Optimized for Google and AI answer engines.
Email and lifecycle marketing
Welcome flows, nurture, sales-assist, expansion, re-engagement. Built in HubSpot, Marketo, Pardot, ActiveCampaign, Customer.io.
AI ad surfaces (the new frontier)
ChatGPT advertising, Perplexity sponsored answers, Reddit Ads. Low CPM, buyer-grade audiences, light competition. We are running tests today.
Conversion-rate optimization
Landing page tests, form optimization, friction audits. Every test tied to MQL, SQL, pipeline lift.
Reporting and attribution
GA4, GTM, server-side tracking, multi-touch attribution (HubSpot, Bizible, Dreamdata). Single source of truth for revenue.
How we run programs
1
Month 1
Audit and plan
Channel audit, CRM audit, attribution audit, ICP refresh. 90-day plan with weekly milestones.
2
Months 2-3
Build and ignite
Campaign builds, CRM and tracking setup, content production, first wave of paid spend.
3
Months 4-6
Scale and optimize
Channel mix adjusts based on what is working. ABM motion launches if relevant.
4
Month 6+
Compounding
Steady-state operating cadence with monthly executive reviews and quarterly planning.
1
Month 1
Audit and plan
Channel audit, CRM audit, attribution audit, ICP refresh. 90-day plan with weekly milestones.
2
Months 2-3
Build and ignite
Campaign builds, CRM and tracking setup, content production, first wave of paid spend.
3
Months 4-6
Scale and optimize
Channel mix adjusts based on what is working. ABM motion launches if relevant.
4
Month 6+
Compounding
Steady-state operating cadence with monthly executive reviews and quarterly planning.
Imagine this scenario
You are the new CMO at a $50M B2B SaaS company. The board hired you to fix demand. Inherited stack: $1.8M in paid media spend with no clear attribution, an SDR team disconnected from marketing, a HubSpot full of stale contacts, LinkedIn ads running on autopilot for 14 months with no creative refresh, and zero content produced in 8 months.
Six months in: paid media reallocated to highest-ROI channels (and one new bet on Perplexity sponsored answers), 30+ pieces of subject-matter expert content shipped, ABM motion live for top 50 accounts, lifecycle email rebuilt, attribution wired through HubSpot. Marketing-sourced pipeline up 142%. CFO calls you about board prep, not about why marketing is so expensive.
That is the deliverable.
Pricing
Pipeline Starter
$10M to $30M revenue, single product
$4,800/month
- 2 paid channels
- Content production
- Lifecycle email
- Monthly reporting
Recommended
Pipeline Engine
$30M to $150M revenue, multi-product
$9,600/month
- 3-4 paid channels
- ABM motion
- Content production
- Lifecycle email
- CRO testing
Pipeline at Scale
$150M+ revenue, complex motion
$19,200-$24,000/month
- Full omnichannel
- ABM motion
- Dedicated team
- Weekly cadence
Paid media spend is separate from agency fees. We typically recommend 4x to 8x agency fee in media spend for healthy program economics.
Truax vs. typical agency
| Factor | Truax Marketing | Typical Agency |
|---|---|---|
| North-star metric | Pipeline and closed revenue | MQLs and CTR |
| CRM integration | Built into every program | Frequently broken or missing |
| Channel mix | Performance-driven, channel-agnostic | Whatever they sell most of |
| ABM capability | Full motion, not just LinkedIn ads | Limited or outsourced |
| AI ad surfaces | ChatGPT, Perplexity, Reddit included | Not on the radar |
| Attribution | Multi-touch with CRM source-of-truth | Last-click default |
| Reporting cadence | Bi-weekly with pipeline impact | Monthly with CTR slides |
Who this is for
You should consider this if...
- Marketing spend is up but pipeline is flat
- You inherited a paid media account nobody understands
- ABM is "on the roadmap" and never ships
- Sales says marketing leads are bad, marketing says sales does not work them
- You need to defend marketing spend to the CFO with revenue
- AI is changing buyer behavior and you have not adapted
You should not consider this if...
- Pre-product-market-fit (demand gen requires repeatable motion)
- You want a single channel only (see other service pages)
- You want overnight pipeline (programs ramp over 90 days)
Outcomes you can expect
2x-4x
increase in qualified pipeline
HubSpot State of Marketing, 2025
30-50%
reduction in cost per qualified pipeline opportunity
Forrester TEI, 2024
25-40%
improvement in MQL-to-SQL conversion
Bizible benchmarks, 2024
40-80%
lift in branded search demand
BrightEdge, 2024
60-80%
lift in win rates on ABM-targeted accounts
TOPO/Demandbase, 2024
Frequently Asked Questions
Lead gen is form fills. Demand gen is the integrated work of creating, capturing, and converting buyer demand into pipeline.
In-house. Paid media is too tightly coupled to CRM, attribution, and creative iteration to outsource.
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