The way people buy has changed.
Today’s B2B buyers don’t want to be sold to. They want to educate themselves with high-quality content, gather insights, and learn from peers before they ever talk to sales.
The challenge is that only a small percentage of your market is actively buying at any given time.
The 3% rule
Did you know that just 3–5% of your market is ready to buy right now?
Most B2B marketers focus all their effort on that small group, chasing in-market leads. While you’re competing for the 3%, the other 97% are still watching. They’re researching, learning about pain points, and beginning to trust the experts.
Over time, the 97% become the 3%. If you haven’t invested in them early, you’ll miss out. Because someone else will have earned their attention, educated them, and become the go-to voice in the market.
That’s why we believe in content-led demand generation: consistent, insight-led content that builds trust with today’s buyers and creates the pipeline of tomorrow.
Creating consistent demand
To grow consistently, you need to engage your ideal customers wherever they are in the buying journey. This builds trust and credibility and makes you the first choice when the buying decision finally happens.
This is where demand-gen content marketing comes in. Content marketing is the strategy that generates demand at scale.
Our frameworks
We don’t just “produce content.” We follow proven frameworks and methodologies that connect content to revenue.
Working with Nottingham Trent University, we co-developed a framework for B2B demand generation through content marketing. Our purpose was simple: to discover how to win buyers in an era where self-service and digital research dominate.
We use this model alongside industry-recognised best practices to make sure every piece of content we create drives demand.
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The RACE Framework
B2B data and tech marketing requires content for every stage of awareness. Some buyers don’t even know a solution like yours exists yet. Others are already comparing options.
That’s why we use the RACE framework to capture existing demand as well as create new demand. It ensures your content reaches buyers wherever they are, from problem awareness through to vendor comparison.
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Content strategies that keep pace with change
Google continues to reshape how results are surfaced, and large language models (LLMs) are now becoming part of the buyer’s research toolkit.
Our methodologies adapt to this. Every piece of content is created to be:
✅Findable in search and LLM-driven results
✅Readable and relevant for your target personas
✅Distributed through the right channels including LinkedIn, email, guest sites and ABM outreach