Demand Generation for B2B SaaS, AI & Tech Companies
Build a Demand Generation engine that actually fills your pipeline. Most B2B marketing generates activity, not revenue. You're running campaigns, publishing content, sending emails - but your sales team is still asking for qualified leads. Gripped builds demand generation systems that create pipeline, not just MQLs that go nowhere.
What Demand Generation Actually Means
Demand generation isn't lead generation with a fancier name. It's the complete system that makes buyers aware of their problem, educates them on solutions, and moves them toward a purchase decision.
Most B2B companies focus entirely on capturing existing demand - the 3% of their market that's actively buying right now. That's necessary, but it's not enough. Real demand generation builds awareness and trust with the 97% who aren't buying yet, so when they do enter a buying process, you're already on their shortlist.
Your Demand Generation System
Your positioning and messaging - how you talk about the problem and your solution. The channels you use to reach buyers - paid, organic, owned. The content that educates and builds trust throughout the buying journey. Your website and conversion points that capture intent. The nurture and sales enablement that moves opportunities forward.
All of it needs to work together. When one piece is broken, the whole system underperforms.
Why B2B SaaS Demand Generation Matters
Consistent Pipeline Growth
B2B SaaS demand generation keeps your funnel stocked with high-quality leads who already understand your value, making the sales conversation easier and faster.
Stronger Brand Awareness
By engaging prospects early and often, your brand becomes top of mind,so when they’re ready to buy, you’re the obvious choice.
Better Lead Quality
A robust demand gen engine educates and qualifies leads over time, resulting in prospects who truly resonate with your offering (and waste less of your sales team’s time).
Data-Driven Optimisation
From first touch to closed deal, every interaction is tracked. We use those insights to refine targeting, content, and budgets,month after month.
How Gripped Approaches Demand Generation
We build complete demand generation systems, not just run campaigns. Here's how we do it:
1.
Start With Strategy
Before we launch anything, we get clear on who you're targeting and how they buy. We audit your current setup - conversion rates, lead quality, win rates, sales cycle length. We talk to your sales team to understand what actually converts. Then we build the strategy - target accounts, positioning, channel mix, content themes, and how it all ties to revenue.
2.
Fix Demand Capture First
Most companies leak pipeline because their demand capture is broken. Traffic comes to your site but visitors can't find what they need. We audit your entire capture system - website, landing pages, forms, CTAs, nurture flows. We identify what's broken and fix it. There's no point spending more on awareness if you're not converting the demand you already have.
3.
Build Multi Channel Demand Creation
Once capture works, we build awareness with buyers who aren't ready yet. We use paid media to get in front of target accounts quickly with campaigns that educate and position you as experts. We build SEO strategies that target terms your buyers actually use when researching solutions. We create useful content that helps buyers understand their problem and evaluate options. For high-value accounts, we build personalised ABM programs with customised messaging and multi-channel touch points.
4.
Create Content That Converts
We create content with purpose at each buying stage. Problem-aware content helps buyers understand they have a problem worth solving. Solution-aware content explains approaches and positions yours as superior. Product-aware content helps evaluate specific solutions through comparisons and case studies. Conversion content gets buyers to take the next step with demos, trials, and assessments.
5.
Align Sales & Marketing
Marketing generates leads, sales ignores them, both teams blame each other. We fix this with shared definitions of qualified opportunities and shared revenue targets. We build lead scoring based on what actually converts. We track leads all the way to closed revenue so marketing sees which campaigns drive deals. We create sales enablement assets that reps actually use.
6.
Measure What Matters
We track metrics that correlate with revenue - pipeline created, conversion rates at each stage, CAC, LTV, payback period, and channel performance. If a metric doesn't help you decide where to invest, we don't track it.
7.
Test, Learn, Optimise
We operate in 30-day sprints with continuous optimisation. Every month you see what's working, what's not, and what we're changing. We test messaging, creative, offers, channels, and audience segments. The best programs evolve based on real data, not assumptions.
Key Deliverables
Persona-Driven Campaigns
Ads, emails, and landing pages tailored to specific buyer segments
Inbound & Outbound Integration
Seamless experiences across both inbound marketing channels and outbound outreach
Lead Nurturing Sequences
Automated email journeys that keep leads engaged and informed at each stage
Analytics & Reporting
Transparent dashboards to show you where leads come from, what they cost, and how they move through your funnel
Weekly/Bi-Weekly Check-Ins
Regular calls to review performance, pivot strategies, and plan the next sprint’s focus
Gripped’s 90-Day Sprint Model
We believe big results come from methodical, short term bursts of action. Each 90-day cycle is split into three 30-day sprints, each with specific deliverables and clear KPIs. This structure ensures accountability, agility, and visible progress at every step. When the 90 days wrap, we evaluate wins, learn from misses, and plan the next phase of growth.
Results That Moved The Needle
252%^
Increase in opportunity value generated from Google Search Ads
108%^
Increase in sales opportunities Y-on-Y from Paid Search & Social
£1.3m
In new pipeline created in one quarter from Paid Search & Social
Who’s This For?
Emerging B2B SaaS
aiming to establish brand presence and fill a new or underperforming pipeline
Mid-Market Platforms
seeking scalable, multi-channel strategies to compete with bigger players
Established Enterprises
ready to refine their demand gen engine, lower acquisition costs, and drive higher-quality leads
Ready to Ignite Demand?
If you want a B2B SaaS demand generation program that’s more than just a series of disconnected tactics, let’s talk. We’ll assess your current funnel, your target audience, and your growth goals,and map out how Gripped can help you drive consistent, high-quality leads that translate into real revenue.
Here's what you'll get:
- Helpful advice and guidance
- No sales pitches or nonsense
- No obligations or commitments
Book your free digital marketing review
30 min session