The Demand Cycle

Creating, Capturing & Converting B2B Demand

Transform your demand generation approach with a proven, comprehensive framework that aligns marketing and sales efforts across the entire customer journey, enabling you to deliver the right message to the right person via the right channel at the right time – every time.

The Demand Cycle

In today’s complex B2B landscape, traditional demand generation isn’t enough. Success requires a sophisticated, integrated approach that creates, captures, and converts demand across multiple channels while delivering a seamless customer experience. This approach needs to be agile to adapt with changes in data, technology, and GenAI maturity levels.

The Demand Cycle is your roadmap to building a mature, high-performing demand engine that:

  • Aligns marketing and sales efforts around a unified customer journey
  • Orchestrates personalized experiences across all channels
  • Delivers measurable pipeline impact through targeted program types
  • Ensures no lead is left behind through systematic journey orchestration
  • Is optimized for an organisation’s current maturity levels

Explore the Demand Cycle Framework

  1. Demand Maturity Assessment and Roadmap – Understanding your current capabilities and charting the path forward
  2. Signal-led Customer Journey Orchestration – Segmenting your data and incorporating intent to deliver seamless, personalized “right time” experiences across every touchpoint scaled through GenAI
  3. Demand Program Types  – Implementing the right mix of programs for your target audience
  4. Outcomes and Reporting  – Measuring impact and optimizing performance

The difference between good and great demand generation is orchestration - bringing together the right mix of data, channels, and programs to create seamless customer experiences."

Ray Kemper
CEO, Salesforce
Next: Demand Maturity Assessment