Table of Contents

1. Curated Careers

2. Trends and Tidbits:

   • The Complete Inbound Demand Generation Playbook

3. AI Arena:

   • AI tool-picks of the week

4. Interesting read for the week

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In the last issue, we discussed the basics of inbound marketing and how 95% of your target audience isn’t actively looking for a solution.

Hence we understood how important Inbound Demand Generation is and what’s the psychology behind the scenes.

Now, let’s deep dive into the complete process of how you generate the demand.

No secrets kept❌

In this playbook, we’ll guide you through proven strategies and step-by-step tactics to implement a high-converting inbound demand generation strategy.

1) Getting your tech-stack ready

Let’s kick off our inbound demand generation playbook with your tech stack.

A well-structured tech stack orchestrates everything from multi-channel campaigns to lead follow-ups.

1) The All-In-One vs. Specialized Tool Debate⚡

When building your tech stack, you can choose between extensible platforms like HubSpot, which offer all-in-one solutions for managing your entire strategy, or a collection of specialized tools that focus on specific areas, like SEO or marketing automation.

The right choice depends on your team's size, technical skills, and budget.

2) Key Components of Your Tech Stack

Ensure your tech stack includes these essential elements:

i) Customer Relationship Management (CRM)— At the heart of your operations, a CRM manages interactions with prospects and customers, facilitating sales outreach and data storage while providing crucial reporting.

ii) Content Management System (CMS)—A CMS allows non-developers to create and manage various content types, from landing pages to blog posts, fueling your lead generation efforts.

iii) Marketing Automation Platform (MAP)— This tool automates marketing tasks like email campaigns and lead nurturing, ensuring consistent messaging throughout the buyer's journey.

iv) Reporting and Analytics Tools: Robust analytics track funnel metrics, conversion rates, and performance, giving you insights to refine your strategy.

3) Enhancing Your Tech Stack

Consider adding these tools to boost your demand generation capabilities—

i) Video Hosting Platforms: Enhance engagement with video content.

ii) Conversational Marketing Tools: Use chatbots or live chat for real-time customer interaction.

iii) Sales Intelligence Tools: Automate data enrichment to improve lead quality.

iv) SEO Tools: Monitor keyword performance to drive organic traffic.

v) Social Media Management Tools: Streamline your social media strategy and analysis.

~But how do you choose the right tools, Deep?

You don’t need every tool available! Focus on building a tech stack that fits your company size, team dynamics, and budget. Ensure your tools are interconnected and utilized effectively—if they operate in silos, your teams will too.

2) Goal setting and Buyer profile

Now that your tech stack is set— you must set realistic goals.

1️⃣ Aligning on Outcomes—

Don’t set lofty aspirations! it’s about establishing specific, measurable, actionable, realistic, and timely (SMART) goals that align with revenue growth.

2️⃣ Start by identifying—

i) Target Audiences: Who are you trying to reach?

ii) Revenue Goals: What revenue are you aiming for?

iii) Highest-Value Products: Which offerings drive the most revenue?

iv) Ideal Customers: Who are your best customers?

While it may seem straightforward, many organizations overlook key opportunities due to a lack of internal alignment or inconsistent data use. It’s crucial to map your marketing performance indicators to revenue targets.

3️⃣ Creating Predictable Revenue—

You goal should be set in a way that you can predict your revenue, ask yourself these three questions.

• How did previous campaigns perform?

• What was the average time for leads to convert?

• How large were the average deals?

Understanding Buyer Personas and Ideal Customer Profiles (ICPs)—

Once your goals are clear, focus on developing buyer personas and ICPs.

Buyer Personas are semi-fictional representations that include job titles, goals, challenges, and preferences, helping your teams target the right individuals.

Ideal Customer Profiles (ICPs) outline the types of companies that fit your offerings, highlighting characteristics like size and industry.

3) Let them know who you are!

Now that your goals are set and you understand your ideal customers, it's time to focus on the next step in your demand generation— letting them know who you are!

The Importance of Brand Identity—

~Wait! But why work on brand identity now?

Do you doubt it? Just answer this! Don’t you feel insecure when some random popup on a low-trust website asks for your details?

But think about if you favorite coffee brand is giving you some loyalty points and a free coffee mug and asking for your details, so that they can send the mug while also promising not to spam your inbox.

Did it sound like, “Yeah, I can share it, it’s okay.”

Here are three key brand-related workstreams you should focus on—

1️⃣ Brand Platform

Think of your brand platform as your company’s personality. Is it friendly and approachable, or professional and authoritative?

It includes your logo, creative assets, positioning, messaging, and brand guidelines.

This platform should resonate with your buyer personas and ICPs before launching your demand generation strategy.

Developing a strong brand platform does half of the convincing and persuading work.

2️⃣ Industry Thought Leadership

Thought leadership is all about just blogging or content marketing.❌

You must sound unique in the sea of content on the internet.✅

→ Build your voice, hence you build your identity.

Start by aligning on critical topics you want to be known for and develop content that communicates your unique perspective.

3️⃣ Crafting a Cohesive Brand Message

Ultimately, your brand identity, thought leadership, and PR efforts should work in harmony.

→ You shouldn’t say something somewhere and deny it somewhere else!

When your audience knows who you are, what you stand for, and how you can help them, they’re much more likely to engage with your demand generation efforts.

4) Lead Generation & Nurturing

Let’s get to the core of it all—attracting leads and nurturing them into loyal customers.

I have explained the awareness, consideration and conversion stages and how the complex funnel of demand generation works.

Gone are the days of relying solely on gut instinct and purchased contact lists.

The goal? → To connect with ideal-fit prospects through relevant content and experiences. You provide insightful, problem-solving resources, and in return, you gain engaged leads eager to learn more about your offerings.

Key components of Lead generation—

1️⃣ Database Segmentation:

Build an organic audience of prospects who willingly opt into your content.

Tailor your messaging to specific segments for maximum relevancy.

2️⃣ Lead Nurturing:

Engage your audience through valuable content—primarily via email and retargeting. This deepens their connection with your company and encourages progress in the buying process.

While paid media can supplement your efforts, there’s no shortcut to organic growth. Developing a strong organic lead pipeline can take 3-12 months, but it often yields lasting ROI.

3️⃣ Building Your Strategy

So, how do you effectively integrate lead generation into your strategy?

A successful approach combines long-term, SEO-driven content, complementary omnichannel marketing, conversion optimization, and segmented account-based marketing.

5)Customer Success

While customer success functions may operate separately from demand generation, aligning these two disciplines enhances the entire customer experience

—from the moment they engage with your marketing content to their adoption of your solutions.

Example: Responding to Customer Success Gaps

For example, if you notice high churn rates for a specific ICP, consider the following:

→ You might be targeting the wrong people.

→ You could be setting improper expectations during the sales process.

In response, marketing should recalibrate its strategy, which could involve focusing on a new ICP or improving collateral to better align with your audience’s needs.

Apart from that, you should ensure that your engagement with the audience is consistent and the surveys that you conduct are giving you actionable insights.

And there you have it—the complete playbook for Inbound Demand Generation!

From getting your tech stack ready and setting clear goals to understanding your audience and nurturing leads, each step plays a vital role in building a sustainable demand generation strategy.

In other thoughts…

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1) Seamailer - Send marketing emails that bring results without limits (link)

2) Video SDK 3.0 - Build and integrate real-time multimodal AI characters. (link)

3)Temperstack - Enterprise-grade SRE process automation for Dev & SRE teams. (link)

🔗The advantage of suggestive brand names → Ariyh

🔗 LLM vs. Generative AI: A Detailed Guide→ Link

🔗 The journey to fully autonomous AI agents → Link

🔗Build your dream website in minutes: top 5 no-code AI builders → Link