DEMAND GENERATION STRATEGY
U.S. buyers are obsessed with reviews (G2, Capterra), analyst reports, vertical conferences, and founder credibility. Your content, paid media, PR, and positioning must align with how U.S. buyers actually buy—not how Europeans do.
THE PROBLEM
G2/Capterra drives 30-50% of SMB SaaS buyer research but many founders don't optimize presence
Vertical conferences get 3-4 key events per vertical but European founders don't know they exist
Analyst relations (Gartner, Forrester) is long game but lack of strategy means invisible to enterprise
Paid media scattered across generalist channels instead of concentrated ABM
Founder weak positioning when U.S. buyers want credibility, expertise, thought leadership
Content generic ("10 ways to improve X") instead of vertical-specific (3-5x more engagement)
WHAT WE COVER
Demand generation strategy document with channel mix and budget allocation
ABM account lists and personalized outreach sequences
Paid media campaigns by funnel stage (awareness, consideration, decision)
Content strategy and 12-month calendar (vertical-specific, SEO-optimized)
G2/Capterra optimization roadmap (reviews, demo, case studies, comparisons)
PR and analyst relations strategy (media targets, story angles, relationship timeline)
Founder positioning blueprint (speaking, podcasts, LinkedIn, publications)
Event strategy and calendar (3-5 annual events, pre/during/post sequencing)
BEFORE VS AFTER
Before: Generic SaaS marketing → After: Vertical-specific marketing
Before: LinkedIn content only → After: ABM, paid, content, reviews, PR, events, founder brand
Before: Unmaintained G2 profile → After: 4.6+ stars, demo video, case studies, comparison responses
Before: Random events → After: 3-5 key annual conferences with pre/during/post strategy
Before: No PR → After: Quarterly earned media targets in relevant publications
Before: Founder hidden → After: 2-3 speaking engagements/quarter, regular podcasting, active LinkedIn
WHY IT MATTERS
Right channels for right ICP = efficient customer acquisition. ABM and review platforms have 50% lower CAC than generalist paid media.
Better channel selection and messaging generates 40-60% more leads. Same budget, different strategy, different output.
Speaking, podcasting, and thought leadership generate awareness and inbound leads without proportional cost. Founder presence becomes revenue multiplier.
Multi-channel approach ensures you're not dependent on one platform. If one channel underperforms, others compensate.
HOW IT WORKS
We audit current efforts: what's working, what's not, what's missing. We audit competitors. We identify white space in channels and messaging.
Based on beachhead and customer segments, we model where your ICP researches and buys. We design recommended channel mix specific to your segment.
We design playbooks for each channel: ABM sequences, paid media campaigns, content calendar, G2/Capterra optimization, PR strategy, event strategy, founder positioning.
We help launch campaigns, set up tracking, establish weekly/monthly review cadence. We identify what's working, what needs optimization, what to stop.
CASE STUDY
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EU VS US
| Aspect | European Standard | U.S. Expectation |
|---|---|---|
COMMON QUESTIONS
For early-stage in growth mode: 10-15% of revenue. At €1M ARR: €100-150K/year. In year one pre-revenue: $200-400K budget to reach $1M ARR by end of year.
ABM is account-based (pick 200-500 specific companies, market 1-to-1). Paid media is audience-based (pick traits like job title, industry). ABM better for enterprise ($100K+ ACV), paid media better for SMB/mid-market.
SEO content: 6-12 months to rank and generate leads. Thought leadership content (original research, vertical publications): faster if high quality. Email nurture sequences: can activate content faster.
Agency for first 3-6 months to validate strategy, then hire internal person (coordinator or manager) to execute and iterate.
Use leading indicators: cost per opportunity (not cost per customer), win rate (% of leads that become customers), time to close. Model CAC using these metrics.
Enterprise: ABM first (reach decision-makers), PR second (credibility). Mid-market: ABM + paid media together. SMB: paid media and content first, PR secondary.
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