Figuring out the right demand generation mix is a top priority for many businesses right now. But the focus has shifted—it’s no longer just about getting impressions or racking up vanity metrics.
Revenue is the goal.
Yet, the challenge I see with many of the businesses I work with is that while leadership may be strong on strategy, the execution often falls short.
And it’s not surprising. To make a demand gen strategy truly work, you need more than just a great plan—you need a skilled team and the resources to execute it fully.
If this sounds familiar, and you’re ready to move from strategy to action that generates real results, keep reading. In this post, I’ll walk you through the only demand gen strategy you’ll need to win in 2025, focusing on hyper-personalized content, precision-based advertising, the power of AI, and, most importantly, how to tie it all back to meaningful business outcomes.
Let’s build a roadmap to help you create real impact…
[If you need demand gen help, send me an email: suttida@fastmarkit.com]
1. Hyper-Personalized Content: Speak Directly to Your Ideal Customer
In 2025, generic content simply won’t cut it. Your potential customers expect content that speaks directly to their needs, pain points, and preferences.
Salesforce research shows that 84% of customers say being treated like a person—not a number—is crucial to winning their business (Salesforce). Hyper-personalized content isn’t just optional; it’s essential.
Here’s What You Need to Do:
- Understand your audience deeply: Go beyond basic demographics. Use tools like Google Analytics and social media insights to learn about their behaviors, challenges, and preferred content formats.
- Develop specific buyer personas: Create personas that dive into customer motivations and challenges, then tailor your content for each persona.
- Segment your content: Speak directly to each segment’s unique needs. Instead of one broad post, create variations like “Productivity Tips for Remote Managers” or “Productivity Hacks for Freelancers.”
2. Engage with Video Content on Emerging Platforms
Video content is dominating the digital landscape, and it’s a powerful driver of demand generation. According to Wyzowl, 91% of marketers say video is crucial to their strategy, and 87% say it has increased traffic (Wyzowl). With the rise of TikTok and YouTube Shorts, engaging through video is non-negotiable.
Here’s What You Need to Do:
- Prioritize short-form, engaging videos: Platforms like TikTok and Instagram Reels are ideal for brief, captivating videos that hook your audience in the first few seconds.
- Mix pre-recorded with live content: Use live video on LinkedIn Live or YouTube Live to interact with your audience in real-time and build trust.
- Showcase testimonials and behind-the-scenes: Create video content that’s not only informative but also builds brand credibility by featuring client success stories and team culture.
3. Utilize AI for Real-Time Audience Insights and Automation
AI is transforming demand generation by making it easier to gather real-time insights and automate key tasks. Gartner predicts that by 2025, 80% of B2B sales interactions will be driven by AI and digital engagement. Using AI tools can help you personalize content, automate campaigns, and make data-driven decisions faster.
Here’s What You Need to Do:
- Leverage AI-driven analytics: Tools like HubSpot and Marketo can gather and analyze customer data, so you’re always creating content that aligns with audience interests.
- Automate follow-ups and segmentation: Use AI to automatically segment your audience and send personalized follow-up messages based on user behavior.
- Test content with AI: AI can streamline A/B testing on different ad creatives, copy, and formats, so you can optimize for what resonates most with your audience.
4. Precision-Based Paid Advertising: Targeting Over Volume
In 2025, paid advertising success will come from precision, not volume. It’s about reaching the right audience at the right time. According to Statista, global digital ad spending is projected to reach $645 billion by 2025, underscoring the need for optimized ad spend.
Here’s What You Need to Do:
- Create hyper-targeted audiences: Use detailed segmentation on platforms like Facebook Ads and LinkedIn Ads. For example, instead of a broad category like “marketing professionals,” target “small business CMOs.”
- Run retargeting campaigns: Reach out to those who have already engaged with your content but haven’t converted. Retargeting ads can increase conversion rates by up to 150% (WordStream).
- A/B test and optimize continually: Regularly test different ad creatives, copy, and CTAs to see what works best. Allocate more budget to high-converting ads and pause those that aren’t delivering.
5. Build Authentic Connections Through Community
Building community isn’t just a trend—it’s one of the most impactful elements of demand generation. Customers want to buy from brands they trust.
Edelman Trust Barometer found that 81% of consumers need to trust a brand before they’ll buy from them. Community building creates a loyal audience that champions your brand.
Here’s What You Need to Do:
- Engage in real conversations: Use social media, forums, or dedicated communities like Discord to actively connect with your audience.
- Host events—virtual or in-person: Build stronger connections by hosting webinars, live Q&As, or even physical meet-ups to give customers direct access to your brand.
- Create exclusive spaces for your audience: Platforms like Facebook Groups or private Slack channels are excellent for nurturing a close-knit community.
- Reward loyal members: Offer exclusive content, early product releases, or special discounts for community members to make them feel valued.
6. Move Beyond Vanity Metrics: Focus on Real Business Outcomes
One of the biggest pitfalls in B2B demand generation is the overreliance on vanity metrics—likes, impressions, and views that don’t directly translate to business impact. It’s tempting to celebrate these numbers, but in the end, they mean little if they don’t lead to measurable outcomes.
Forrester Research has found that companies focusing on vanity metrics can miss out on nearly 30% in potential ROI because they aren’t tracking down to actual business results.
In B2B demand generation, the focus needs to shift from surface-level numbers to metrics that tie directly to business growth. Decision-makers must prioritize data that reflects customer engagement, pipeline growth, and revenue impact. If a campaign generates thousands of impressions but fails to bring in qualified leads, it’s a sign of wasteful spending.
Here’s What You Need to Do:
- Track Lead Quality Over Quantity: Instead of looking only at the number of leads generated, track the quality of those leads. Use CRM data to measure conversion rates from each lead source.
- Align Metrics with Sales Goals: Collaborate closely with your sales team to ensure the metrics you track align with your company’s business objectives. If your marketing metrics aren’t helping to close deals, they’re not doing their job.
- Measure Long-Term Impact: Metrics like customer lifetime value (CLV) and return on marketing investment (ROMI) provide a clearer picture of marketing’s role in business growth. Track these metrics to understand the full impact of your campaigns over time.
Wrapping It Up: The Demand Gen Strategy for 2025
Demand generation in 2025 demands a strategy that’s more intentional, personalized, and community-focused than ever. To stand out and drive real demand, you need to create personalized content, leverage emerging video formats, and tap into the power of AI for automation and insights. Precision-based paid ads and authentic community engagement tie everything together, ensuring your strategy is effective and sustainable.
Here’s What You Need to Do Now:
- Double down on personalization in your content and segment by audience needs.
- Integrate video across channels like TikTok, Instagram, and LinkedIn.
- Use AI tools to automate insights and streamline A/B testing for maximum impact.
- Run precision-based paid ads with detailed targeting and retargeting strategies.
- Engage authentically by creating exclusive communities that foster loyalty and trust.
When you execute on these steps, you won’t just generate demand—you’ll create a powerful pipeline of leads and opportunities that can drive growth well beyond 2025.
[If you need demand gen help, send me an email: suttida@fastmarkit.com]
