How much does fractional demand generation cost?

Pricing depends on scope: whether you need a set number of days a week running an ongoing demand generation engine, or a fixed project like a campaign or an SEO overhaul. I'll give you a clear cost during the initial call once I understand what stage your demand generation is at.

How long does it take to see pipeline results from demand generation?

It depends on the starting point. If there's no existing foundation, messaging, ICP, SEO basics, the always-on engine takes time to build before campaigns can perform well. If that groundwork already exists, targeted campaigns can start generating pipeline much sooner.

What's the difference between hiring you for demand generation and hiring an agency?

You're working directly with me on the strategy and the execution, not a team of account managers relaying a brief. That means demand generation decisions, from channel selection to messaging to campaign optimisation, get made by the same person who's actually running the work.

Can you run demand generation alongside our existing marketing team?

Yes. I can lead the demand generation function, support an in-house marketer who's stretched thin, or manage freelancers running specific channels. I fit around whatever demand generation resource you already have.

What do you need from us before demand generation activity can start?

Access to your CRM or analytics if you have them, existing marketing materials, and time from you or your team early on for the ICP and messaging work. Once that foundation is set, campaign execution and always-on activity are largely handled by me.

Fractional B2B Demand Generation

Fractional B2B demand generation allows B2B companies to get access to experienced demand generation marketers without the costs and overheads of a full-time member of staff. Through High & Low Marketing I provide fractional B2B demand generation support to growing technology and SaaS businesses.

There's many different approaches to demand generation, and there's no quick fix for getting people interested in your brand and products.

My approach to B2B demand generation is to always start with the customer, rather than the channels or tactics (and this is the central part of the High & Low Marketing Playbook).

From this strong foundation, it then becomes a lot easier to understand how to reach this audience, and the channels and tactics you should be using.

This is the approach I've used to help global SaaS companies achieve 25% YoY pipeline revenue growth and generate over $27m in pipeline revenue.

Take a look below to see how I build an effective demand generation strategy for my clients, and how I maintain that momentum.

And if you want to discuss this in more detail, get in touch with me here.

Fractional Demand Generation: How It Works

Fractional B2B demand generation framework

B2B Demand Generation Foundation - Part 1

A revenue-generating demand generation strategy has to start by fully understanding who you're selling to. You need to build a picture of the types of people you want to reach (Persona), but also the companies where you'll find them (Ideal Customer Profile).

While this might sound obvious, many companies, even established ones, will work on a shared assumption of who they want to reach. This is fine until you start trying to build marketing activity on top of this. You end up with poorly targeted campaigns, using the wrong channels, with content that doesn't appeal to your buyer persona.

In the High & Low Marketing Playbook, the very first part of the Revenue-Focused Foundation is to create your ICP and Persona document.

Confirming your ICP and Persona is the first part of the demand generation foundation because you need it to move on to the next part - messaging.

B2B Demand Generation Foundation - Part 2

Once you have a clear idea of who you want to generate demand with, it becomes much easier to then work out what you want to say to them.

Again, there will often be an implicit understanding of how the organisation should be talking to its customers, but this can fall apart when used as the basis for marketing activity.

Getting your company and product messaging written down is an incredibly useful exercise, and can save a lot of marketing time and headaches. Writing advertising content, landing pages, prospect emails (the list goes on) is a lot easier if you understand what you want your business to be known for. And often, the very act of writing a messaging document will force senior stakeholders into reassessing how they're presenting their company to their target audience.

When I work with a client on demand generation, the second part of the foundational work will focus on creating a competitor comparison matrix, a Unique Selling Point workshop and write-up, and then finally a product messaging framework and brand messaging house.

B2B Demand Generation - Always-On Engine

The next layer on top of your messaging foundations needs to be your 'always-on' demand generation activity. This is those channels and tactics that ensure your brand is always wherever your prospects are. Fundamentally, it takes the form of paid search ads (PPC), organic search, AI engine mentions, plus remarketing advertising campaigns to your website visitors.

So you need to make sure your website is usable and conveys your messaging and USPs properly. You also need to make sure your SEO strategy is in place, and that your website is set up to be found by your prospects. And you need to make sure your PPC campaigns are set up, and continuously monitored and optimised.

This phase of my approach to demand generation is very important. Getting it right means you're making all future demand generation activities much easier, as your audience will be aware of you and can't help but run into one of your search ads or find you in an AI answer or organic search results.

B2B Demand Generation - Targeted Campaigns

Once the foundation is in place, and the always-on activity is underway, then you can start looking at building targeted demand generation campaigns. This is where we take all of the activity outlined above and use it to create multi-channel campaigns covering the entire buyer journey.

With this approach the focus is on getting the right content in front of your target audience at the right time. That's to say, meeting them wherever they are in the buyer journey with the most appropriate content. So if they're not even looking for whatever solution your company provides, it might just be providing them with interesting thought-leadership content. Or if they're comparing vendors, it could be providing them with a case study or competitor comparison guide. And if they're actively trying to find a solution to a problem they're facing, it could be a video explaining how your company solves that problem.

But the key part of this is making sure you're using the right channels to get in front of your audience. There's a huge choice available, even to B2B brands, and the important thing is to make sure you're using the right channels for your audience.

These campaigns aren't designed to live forever. Learnings are taken from them, content can be repurposed, and then you should be planning your next campaign. Audiences have short attention spans and get bored easily - fresh campaigns are always better at getting engagement.

At High & Low Marketing, my approach to demand generation campaigns covers all of this, from campaign planning, to content creation, advertising setup, performance monitoring, and overall reporting.

There's far too much to go into here, but drop me a line if you want to discuss any of this in more detail.

Freelance B2B Demand Generation Services

Here's a bit more detail about the individual elements that go into my fractional demand generation activities to give you an idea of how I provide freelance demand generation support to B2B companies.

Messaging

I will create a messaging house for your brand, and a messaging framework for your solutions. This can be done independently, or ideally with the involvement of key stakeholders.

Website Audit and Maintenance

If your website isn't pulling its weight, even the best demand generation campaign will fall flat. I'll make sure your website is easy to understand and navigate for a prospective buyer.

Industry Partnerships

For many B2B sectors, there's still a thriving industry of vertical news outlets. These publications can be a vital part of a demand generation strategy, whether through display banner adverts, webinars, gated content, or email blasts.

ICP and Persona Planning

ICP (Ideal Customer Profile) and Persona documentation is vital. Often, it is a case of collating what is already known in the business, combined with a lot of in-depth research to stress test the ICP and persona.

Search Advertising

I've run large, global, six-figure PPC campaigns for various clients. As part of my demand generation activity I'll create the advertising copy, keyword strategy, setup the campaigns, and constantly monitor and optimise their performance.

Marketing Operations

Demand generation won't work as effectively as it should without the marketing back-end systems being in good order. I make sure all your martech stack is connected, leads are flowing where they should be, and intent data is getting warm leads in front of the sales team.

SEO & GEO Support

While I always recommend enlisting the services of a dedicated SEO agency, I can make sure your approach to SEO is going to help you get found. This includes fixing technical SEO issues, optimising on-page content, and building out an SEO content calendar.

Paid Social Media

I've run multiple paid social media campaigns for a range of clients, with budgets ranging from hundreds to hundreds of thousands. I'll setup the campaigns and tracking, create all the assets, and report on performance and optimisation.

Content Creation

All B2B companies have their subject matter experts who are goldmines of content that your target audience will be interested in. I'll take the insights from your experts and turn it into interesting, relevant content for all stages of the buyer journey.

Frequently Asked Questions

Free Consultation: Learn how freelance demand generation can help your B2B business

If you’re a growing technology business and want to understand how my fractional and freelance B2B marketing services can help you, fill out the form to book an initial 30 minute consultation with me.