Industries We Cover
Demand generation works the same way in every industry: understand how buyers learn, give them what they need at each stage and measure the result. Some industries make the lessons easier to see. These are the ones we write about most.
B2B Technology and Software
Most of our archive comes from B2B technology, where sales cycles run for months, buying committees keep growing and marketing automation was born. The lessons apply to any company that sells a considered purchase to a group of people.
Start with: Elements of a Modern Demand Generation Plan, Part 1: Buyer-Targeting Context, Has Marketing Automation Moved Us Closer to Buyer-Centric Demand Generation?, The Truth About Social Selling and Its Role in Sales Enablement.
Casino, Betting and iGaming
Online casinos and sportsbooks track every customer from first visit to first deposit to VIP status, and measure campaigns against control groups. Their suppliers sell platforms, games, odds data and payments to a small market of licensed operators. Both sides are worth studying.
Start with: iGaming B2B Marketing: Selling Platforms and Content to Casino Operators, Lead Nurturing and CRM in Online Casinos and Sportsbooks, Marketing Automation for Betting Operators: Triggers and Segmentation, Compliance-Aware Marketing in Regulated Gambling Markets.
Events and Trade Shows
Trade shows remain one of the biggest line items in many B2B budgets. Treated as demand generation programmes with work before, during and after the show, they can pay their way. We use the big gaming shows and software conferences as examples.
Start with: ICE Barcelona and G2E Las Vegas as Demand Generation Events, Has Marketing Automation Moved Us Closer to Buyer-Centric Demand Generation?, The Truth About Social Selling and Its Role in Sales Enablement.
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questions, corrections and article ideas are welcome