Years ago, I worked at an agency that partnered with major IT companies and their resellers. That job gave me a front-row seat to how many businesses underestimated the power of marketing. My role wasn’t just about running campaigns for these res
ellers to sell IT products. A big part of my job was reaching out and letting them know that marketing support was available to help them grow.
I still remember calling CEOs who told me they didn’t need more marketing because they had “enough leads.” At the time, I didn’t have the experience, confidence, or even the energy to push back. I just nodded, moved on, and thought, well, that’s an interesting take. But looking back now, I can’t help but wonder how those companies are doing today.
Over the last decade, I’ve watched forward-thinking companies in that space build strong brands, dominate organic search, and create content that resonates with their audience. Meanwhile, the ones that ignored marketing? They either faded into irrelevance or were forced to play catch-up. And the wildest part? I still have this conversation today. I talk to B2B companies that resist long-term demand generation because they want immediate results. They want sales now. They don’t want to invest in a strategy that builds momentum over time. But the companies that do invest in long-term growth? They win. Every time.
B2B Companies Are Finally Starting to Get It
For years, B2B marketing was stuck in the quick wins only mindset. Paid ads, cold outreach, and direct sales dominated budgets while long-term demand generation was an afterthought. The entire strategy was built around converting people right now instead of making sure they remember you when they actually need a solution.
I’ve seen the shift firsthand. The companies succeeding today understand that marketing isn’t just about pushing harder on outbound tactics. It’s about making sure you’re the first brand that comes to mind when a buyer is finally in-market.
And here’s the key: it’s not just about SEO or white papers anymore. It’s about creating content that people want to engage with. Not because it’s optimized for algorithms but because it actually resonates. When I think about the content that sticks with me, it’s not corporate jargon or another cookie-cutter “Ultimate Guide.” It’s raw, honest, and valuable insights from people who actually know what they’re talking about.
B2B companies are realizing that brand-building, audience education, and consistent engagement are the real differentiators. The ones still treating marketing as a last-minute sales push? They’re already behind.
White Papers Are Dead, and I Won’t Miss Them
I can’t count how many times I’ve seen companies push gated white papers as if it’s still 2013. They slap a form in front of a 30-page PDF and call it demand generation.
Let me save you some time: No one wants your white paper.
I learned this the hard way when I worked on lead generation campaigns that involved these gated assets. The conversion rates were bad. Even when people did download them, barely anyone read them. Most were just filling out the form because they thought they had to, not because they actually wanted the content.
Buyers today are drowning in information. They don’t have the patience for another generic, corporate document in exchange for their email address. They want value immediately. If your content doesn’t deliver that, they’ll move on.
So, what actually works?
- Short-form video that delivers quick insights
- Authentic, unfiltered insights from industry experts
- Podcasts and long-form interviews that go deep without feeling like a sales pitch
- Infographics and interactive content that make complex ideas easy to digest
I’ve seen businesses struggle because they cling to outdated tactics. I’ve also watched companies grow like crazy when they adapt to how buyers actually consume information. The difference is night and day.
The Personal Brand Advantage
Nobody is scrolling LinkedIn hoping for another corporate brand post. I learned that the hard way when I ran company accounts that got minimal engagement while individual posts from team members took off.
People want to hear from people. That’s why personal brands outperform company pages every single time.
Google’s E-E-A-T (Experience, Expertise, Authority, Trust) framework reinforces this. Users—and search engines—prioritize insights from real people. If you’re a founder, CMO, or subject matter expert, your audience wants to hear from you. Not from a faceless company account.
I’ve worked with executives who saw firsthand how their personal brand could drive real revenue. But I’ve also seen the resistance. “I don’t have time.” “What if I say the wrong thing?” “Can’t marketing just handle this for me?”
Here’s what I tell them: If you want people to trust your company, they need to trust you first.
Video Builds Trust Like Nothing Else
I’ll be honest—when I first started experimenting with video content, I was hesitant. I assumed it required a professional studio setup, expensive editing software, and a full production team. But the more I got into it, the more I realized that scrappy but authentic video content often outperformed high-production corporate videos.
Why? Because buyers don’t want polished, scripted promotional content. They want real, helpful, and engaging information that feels human.
The biggest mistake I see B2B companies make is overcomplicating video production. They assume that unless they have a Hollywood-level production, it’s not worth doing. Meanwhile, the brands that are crushing it are using quick, no-frills videos to engage their audience in ways that blog posts and white papers never could.
So what’s actually working?
1. Repurpose Content From Webinars
If your company is hosting webinars, you already have a goldmine of video content. Instead of letting those recordings collect dust in your archives, chop them up into bite-sized clips.
- Pull the best 60-second insights from a webinar and post them on LinkedIn.
- Turn key takeaways into snackable Instagram or TikTok videos.
- Convert a Q&A segment into a YouTube short.
Most companies waste their webinar recordings. Meanwhile, the smartest marketers squeeze every ounce of value out of them.
2. Record Quick Insights From Your Phone
I used to think that video content had to be shot with high quality equipment and a studio. Then I saw how much engagement I company could get just by recording quick thoughts from their phone.
People relate to informal, unpolished content. They don’t expect you to be a TV host. They just want insights, and they don’t care if it comes from a $5,000 camera or an iPhone.
The next time you have an idea, instead of waiting to write a blog post about it, just hit record.
3. Show Inside-the-Tool Walkthroughs
One of the best ways to convert buyers is to literally show them how your product works. And I personally love these videos when shopping for a new tool.
Most B2B companies rely too much on text explanations. They write long descriptions about how their software saves time or improves workflows. But nothing sells better than actually seeing it in action.
When I worked with SaaS companies, we started creating inside-the-tool walkthroughs, and the impact was immediate. People engaged more, asked better questions, and converted faster.
If you’re in SaaS, stop telling people what your tool does—show them. Record a screen-share, narrate what’s happening, and give real-world use cases.
Video Builds Trust Like Nothing Else
At the end of the day, video helps you build a connection in a way that text never can. People can see your face, hear your tone, and connect with your personality. And in a B2B world that still relies too much on dry, faceless content, video is a shortcut to building trust.
If you’re not using video yet, start now. It doesn’t have to be perfect—it just has to be real.
Getting Experts to Actually Participate in Content
One of the biggest challenges I’ve faced in demand generation is getting leadership and subject matter experts to actively contribute.
Most executives know they should be posting on LinkedIn, writing thought leadership pieces, or contributing to the company’s content. But in reality?
- They don’t have time.
- They don’t know what to say.
- They assume marketing should handle it for them.
I’ve had conversations with incredibly smart leaders who could be driving serious inbound interest through their insights. But they hesitate because they feel like they need to write perfectly crafted thought pieces.
Here’s what I learned: You have to make it easy for them.
1. Block Time on Their Calendar Like Any Other Business Priority
If it’s not on the calendar, it won’t happen. Simple as that.
I started booking 20-minute slots with executives to go over one key topic at a time. Instead of asking them to write a post, I’d just have a conversation with them.
- “What’s one common mistake buyers make in our industry?”
- “What’s a trend that people are overhyping?”
- “What’s something you wish more customers understood?”
That’s it. Just a quick, low-pressure chat.
2. Turn Their Insights Into Posts for Them
Most experts don’t struggle with ideas—they struggle with execution.
That’s why I started repackaging their spoken insights into text-based LinkedIn posts, blog articles, and even short-form videos. They didn’t have to write a word. All they had to do was approve the content.
3. Record Casual Video Conversations and Repurpose Them
One of my biggest wins came when I started recording casual expert conversations. Instead of asking execs to prepare content, I’d hop on Zoom, hit record, and ask them a few open-ended questions.
- Those recordings became short LinkedIn videos.
- The transcripts turned into blog posts.
- The best one-liners became quote graphics.
The best part? The execs barely had to do anything.
4. Use Surveys to Extract Valuable Insights Without Long Meetings
If executives don’t have time for a call, surveys are an easy alternative. I’d send them a 2-minute survey with 3-5 simple, open-ended questions.
- Their responses became content.
- Their insights made our messaging stronger.
- And they loved that they didn’t have to write long responses.
The Execs Who Did This Well Saw Real Revenue Impact
I’ve seen firsthand how executives who actively participate in content become revenue drivers. Their visibility leads to more inbound deals, stronger relationships, and higher engagement.
Meanwhile, the ones who ignore content? They stay invisible.
Demand Generation is a Long Game—But It Works
If you expect instant results, you’ll be disappointed. But if you stif you expect instant results from demand generation, you’re setting yourself up for disappointment.
I’ve had conversations with executives who ask, “How long until this generates pipeline?” And my answer is always:
- If you want quick wins, buy more ads.
- If you want sustainable, compounding growth, invest in demand generation.
The companies that are dominating in 2025 aren’t the ones who just doubled down on paid search or cold outreach. They’re the ones that:
- Create content their buyers actually want
- Get their executives actively involved in thought leadership
- Adapt to how people consume content instead of clinging to old tactics
- Prioritize video and human connection
I’ve Seen Companies Go From Unknown to Industry Leaders
In my career, I’ve watched businesses that had zero brand presence completely transform because they committed to demand generation. It didn’t happen overnight. It took consistency. It took testing. It took patience.
But once the momentum started? The compounding effect was undeniable.
And on the flip side, I’ve also seen companies that refused to adapt. They stuck with cold outbound, ignored content, and dismissed brand-building. Most of them are struggling now.
If You’re Still on the Fence—Start Now
A year from now, you’ll either:
- Be ahead of your competitors because you put in the work.
- Or be wondering why your brand isn’t being talked about while others are.
The choice is yours. But one thing I can say with absolute certainty:
The companies that embrace demand generation will win. The ones that don’t will be playing catch-up.
