Growth Marketing
Your first demand generation program: what to build and in what order.
Most IT vendors start with the wrong channels or the wrong message. Here's how to build a demand generation program that generates pipeline from day one - not six months from now.
Start my demand gen program90 days
to first measurable results
9x
inbound lead growth (12 months)
54%
lower cost per qualified lead
3wks
from briefing to first campaign live
How it works
The right order to build your demand generation program.
Skipping foundation steps is why most demand gen programs fail. We build in the right order - foundation first, then scale - so every dollar of budget delivers maximum return.
Audience and ICP
Before any channel is activated, we define your ideal customer profile with precision - the buyers worth spending budget to reach and what makes them ready to engage.
Message and positioning
We validate your core message and positioning before scale. Getting this right means campaigns convert from day one - not after six months of expensive testing.
Channel prioritization
We select the two or three channels best suited to your ICP and build for them first. Breadth before depth is how budgets get wasted.
Launch and optimize
Campaigns go live with tracking built in from day one. We report on pipeline, not impressions - and refine every month based on what's converting.
Get in touch
Build my first demand gen program
We'll follow up within one business day.
Why most IT demand gen fails
73%
of IT demand gen spend reaches audiences outside the vendor's ICP
6mo
wasted before most IT vendors realize their first channel was wrong
90d
from briefing to first qualified results with xpandly's structured approach