Over the past few years, the role of marketing has undergone a significant transformation. Once seen primarily as a cost centre, marketing is now recognised as a vital revenue driver, particularly through its ability to generate high-quality demand. 
How to maximise opportunities from your demand generation strategy
With advances in data, technology, and buyer behaviour insights, demand generation has become more sophisticated than ever. To help you maximise your impact, here are our top five tips to drive more opportunities from your demand marketing efforts. 

1. Plan Multi-Touch, Integrated Campaigns 
Single-touch campaigns are a thing of the past. In today’s digital world, your audience needs multiple engagements before they’ll respond. Aim to create campaigns with a variety of tactics, content types, and channels that generate at least seven meaningful touches with your prospects to build awareness and inspire action. 
​
2. Tailor Your Messaging and Delivery 
Today’s buyers expect content that’s relevant and personalised to how they want to consume it. Work closely with sales to understand your customers and buying groups. Develop message frameworks that resonate with each segment, and customise the delivery style to fit different audiences whether that’s technical teams or senior executives. 

3. Implement Lead Qualification and Scoring 
Not all leads are equal, so treat them accordingly. Build a lead scorecard—often based on the BANT criteria (Budget, Authority, Need, Timeline)—and factor in engagement and demographic data. Use this scoring to prioritise follow-up: which leads need immediate attention, which require nurturing, and which should be disqualified. 

4. Nurture Your Prospects with Relevant Content 
Just like cultivating a garden, nurturing prospects takes care and attention. Collaborate with sales to map the sales cycle, define stages, and plan targeted content that supports prospects through each step of their journey. Timely, relevant nurture campaigns build trust and accelerate buying decisions. 

5. Build a Strong Partnership with Sales 
Demand generation can’t succeed without sales and marketing working as one team. Establish mutual trust, use a shared language, set common goals, and agree on processes. This alignment is essential for your demand strategy to deliver its full potential. 
​
Demand generation is no longer just about filling the funnel. It’s about engaging the right audience, at the right time, with the right message and doing so in partnership with sales. With the right strategy in place, marketing becomes a true growth engine for the business.  
Author - Alessandra Brandi
Ale is our Yellow Spider’s marketing operations expert. She makes sure every campaign runs smoothly and efficiently, turning great ideas into measurable impact.
Marketing Ops
​
​Optimise, develop or evolve backend marketing operations to drive structure and operational efficiency to your marketing function, tools and processes.
Find out more
Check out the latest articles
Article
Is your partner mix driving the right results?
Many vendors boast large partner networks, but in reality, most revenue comes from a small group of top performers.​
Article
Mastering the field marketing role: lessons from the front line 
Field Marketing might be one of the most underrated superpowers in B2B. 
​
Article
Doesn’t Your Event Deserve the Right Audience? 
Everything is in place for a standout event… but there’s one thing missing: the right audience.
​