Plenty of leads, but limited qualified opportunities.
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B2B Demand Generation
B2B Demand Generation Built Around Pipeline
More leads aren't the goal. More qualified pipeline is.
Marquee Project builds B2B demand generation programs that connect campaigns, marketing operations, automation, attribution, and CRM data to help turn marketing activity into measurable pipeline.
From paid media and ABM to content, webinars, email, nurture, and retargeting, we build demand generation programs around what happens after someone engages.
More Marketing Activity Doesn't Always Mean More Revenue
B2B marketing teams are under pressure to generate leads, increase engagement, and create pipeline.
But generating more activity does not automatically create more revenue.
You may have:
Campaigns that generate engagement, but little pipeline.
Marketing and sales working from different data.
Leads that are not routed or followed up quickly.
Inconsistent lead scoring.
Nurture programs that are disconnected from the sales process.
Limited visibility into which campaigns influence opportunities.
Multiple marketing platforms that don't communicate effectively.
Reporting focused on clicks and form fills instead of revenue.
Demand generation works best when the entire system works together.
That's where Marquee Project is different.
We connect demand generation strategy, campaign execution, marketing operations, automation, CRM, data, attribution, and sales processes to create a more connected path from marketing engagement to pipeline.
How We Build B2B Demand Generation Programs
Build Demand Across the B2B Buying Journey
Effective B2B demand generation requires more than a single channel.
We build integrated programs that reach buyers across multiple stages of the journey.
Paid Media
Use paid search, paid social, and other digital advertising channels to reach relevant audiences and create demand.
We can support campaign strategy, execution, tracking, landing pages, lead capture, and performance measurement.
Account-Based Marketing
Build targeted programs around the accounts that matter most.
ABM programs can combine account selection, audience targeting, advertising, content, personalization, engagement, and sales coordination.
Webinars & Events
Create demand through educational experiences that give prospects a reason to engage with your brand.
We can support promotion, registration, reminders, follow-up, nurture, lead management, and reporting.
Content Marketing
Use content to educate buyers and create meaningful engagement throughout the buying journey.
Programs can include:
- Whitepapers
- Ebooks
- Case studies
- Reports
- Guides
- Blogs
- Thought leadership
- Product content
Email Marketing
Build targeted email programs designed to engage prospects and move them toward the next stage of the buying journey.
Nurture Programs
Stay connected with prospects who are not ready to talk to sales today.
Build nurture programs based on:
- Buyer stage
- Engagement
- Persona
- Industry
- Account
- Product interest
- Intent signals
Retargeting
Reconnect with prospects who have already interacted with your brand and create additional opportunities for engagement.
Intent Data
Use buying signals and intent data to identify accounts and prospects showing increased interest in relevant topics, products, or solutions.
Lead Scoring
Create scoring models that help identify which leads and accounts are showing meaningful engagement and may be ready for sales follow-up.
Sales Follow-Up
Demand generation does not end when a lead fills out a form.
We help connect marketing programs to sales processes so qualified engagement can move into meaningful sales conversations.
Demand Generation Operations
We Don't Just Generate Demand. We Make Sure the Infrastructure Behind It Works.
This is where demand generation often breaks down.
A campaign generates a lead.
But then what?
Does the lead enter the CRM?
Does it get routed correctly?
Is the source captured?
Is the lead scored?
Does the right nurture begin?
Does sales know the lead engaged?
Can marketing see whether the lead eventually became an opportunity?
Can leadership connect the campaign to pipeline?
Marquee Project connects the operational pieces behind demand generation.
Campaign Builds
Build and configure campaigns across your marketing technology stack.
Tracking & UTMs
Create consistent tracking structures so campaign activity can be accurately measured.
Lead Capture
Build forms, landing pages, registration experiences, and other conversion points.
Lead Routing
Make sure qualified leads and accounts reach the appropriate sales teams.
Lead Scoring
Configure scoring models that help prioritize meaningful engagement.
Nurture Automation
Build automated journeys that keep prospects engaged throughout the buying cycle.
CRM Synchronization
Connect marketing activity with CRM data so marketing and sales have a shared view of prospects and accounts.
Attribution
Connect campaign activity to lead, opportunity, pipeline, and revenue data.
Reporting
Create reporting that moves beyond campaign activity and shows how marketing contributes to pipeline.
From Campaign to Revenue
Connect Every Stage of the Demand Generation Journey
Demand generation should not live in a marketing silo.
The real value comes from understanding what happens after someone engages.
Campaign
A prospect sees your content, advertisement, event, email, or other marketing activity.
Engagement
The prospect interacts with your brand through clicks, content consumption, event attendance, website activity, or other signals.
Lead
The prospect enters your marketing ecosystem and can be captured and identified.
MQL
The prospect reaches the agreed criteria for marketing qualification.
Sales Follow-Up
The appropriate sales team receives the lead or account and follows up based on agreed processes.
Opportunity
The prospect becomes an active sales opportunity.
Pipeline
The opportunity enters measurable pipeline.
Revenue
The opportunity becomes a customer and contributes to revenue.
The goal is not simply to create more people at the top of the funnel.
The goal is to create a healthier path from demand to revenue.
The Marquee Approach
Strategy Meets Execution
Demand generation programs require both strategic thinking and operational execution.
Our approach brings the two together.
01. Define
We start with your business objectives.
We identify:
- Revenue goals
- Target markets
- Ideal customer profiles
- Buyer personas
- Priority accounts
- Buying stages
- Pipeline targets
- Success metrics
02. Build the Program
We determine which channels, campaigns, content, technology, and processes will support the strategy.
03. Connect the Systems
We make sure campaign activity can flow through your marketing automation and CRM environment.
04. Launch
We execute the campaigns across the appropriate channels and audiences.
05. Measure
We track performance beyond clicks and impressions.
06. Optimize
We use performance data to improve targeting, campaigns, conversion, nurture, sales follow-up, and pipeline contribution.
Demand Generation Technology
Connect Your Demand Generation Technology
We work across the technology platforms that support modern B2B demand generation programs.
Account-Based Marketing
6sense
Demandbase
Marketing Automation
HubSpot
Marketo
CRM
Salesforce
Paid Media
LinkedIn Ads
Google Ads
Analytics & Tracking
Google Analytics
Google Tag Manager
UTM Tracking
Your technology should support your demand generation strategy.
It shouldn't become the strategy.
We help organizations connect their existing technology so data and activity can move more effectively across the demand generation process.
Measuring Demand Generation
Measure Pipeline, Not Just Impressions
Clicks and impressions can tell you whether people interacted with a campaign.
They don't necessarily tell you whether the campaign contributed to revenue.
We help organizations build reporting around the metrics that matter.
Pipeline Generated
How much pipeline can be associated with your demand generation programs?
Cost Per Opportunity
How much are you spending to generate an actual sales opportunity?
MQL-to-SQL Conversion
How effectively are marketing-qualified leads becoming sales-qualified opportunities?
Opportunity Conversion
How effectively are opportunities progressing toward closed business?
Influenced Revenue
Which marketing programs are influencing opportunities and revenue throughout the buying journey?
Customer Acquisition Cost
How efficiently are your programs generating new customers?
The goal is to understand:
Which programs are creating meaningful business outcomes?
Why Marquee Project
Demand Generation + Marketing Operations + Revenue Infrastructure
Many demand generation agencies focus on campaigns.
Many marketing operations agencies focus on systems.
Marquee Project brings the two together.
We Understand the Campaign
We know how to build programs across paid media, content, email, events, ABM, nurture, and other demand channels.
We Understand the Technology
We know how campaigns need to work inside marketing automation and CRM platforms.
We Understand the Data
We connect campaign activity, lead data, account data, attribution, and reporting.
We Understand the Handoff
We help create the operational processes that move qualified engagement toward sales.
We Understand the Goal
Pipeline.
Who We Help
B2B Marketing Teams That Need More Than Leads
Enterprise Marketing Teams
You need demand generation programs that can scale across markets, products, audiences, and channels.
Demand Generation Teams
You need additional expertise to execute campaigns while improving the systems behind them.
Marketing Operations Teams
You need demand generation programs that are properly connected to automation, CRM, tracking, and reporting.
Revenue Teams
You need stronger alignment between marketing activity and pipeline.
Lean Marketing Teams
You need access to specialized demand generation expertise without building an entire internal team.
Demand Generation Services
Build the Right Mix for Your Business
Every organization has a different audience, buying cycle, sales process, and revenue model.
Your demand generation program should reflect that.
We can help develop and execute programs across:
Paid Media
ABM
Content Marketing
Webinars & Events
Email Marketing
Nurture
Retargeting
Intent Data
Lead Scoring
Sales Follow-Up
Marketing Automation
CRM & Attribution
Client Results
Demand Generation That Connects to Business Outcomes
Dremio: Achieves Better Pipeline Visibility with Marquee Project
Challenge: Dremio needed greater visibility into marketing performance and a more efficient way to manage campaigns across multiple systems.
Solution: Marquee Project optimized CRM reporting, marketing automation workflows, and campaign operations to improve reporting accuracy and operational visibility.
Outcome:
More than $42M in pipeline generated
- Delivered 300+ MQLs per month
- Produced more than 24 webinars annually
- Averaged approximately 700 registrants per webinar
- Attracted approximately 8,400 webinar registrations and 2,520 attendees
Business impact: Dremio gained a more scalable campaign and webinar operation, stronger lead qualification, reduced manual workload, and clearer reporting for marketing leadership.
Krista.ai: Improves Lead Conversion Through Marketing Operations
Challenge: Krista.ai wanted to improve lead management while creating a more efficient marketing automation process that supported both marketing and sales.
Solution: Marquee Project optimized CRM processes, lead lifecycle management, marketing automation workflows, and reporting.
Outcome:
32% increase in MQL-to-SQL conversion
- 41% improvement in source attribution accuracy
- 27% reduction in manual CRM updates
- 24% faster lifecycle progression
- 22% increase in pipeline influenced by paid social
Business impact: Krista.ai gained cleaner data, a more efficient revenue process, stronger sales accountability, and trusted reporting for pipeline and channel decisions.
Demand Generation Assessment
Is Your Demand Generation Actually Creating Pipeline?
If your marketing team is generating leads but struggling to connect those leads to pipeline, the problem may not be your campaigns.
It may be the infrastructure behind them.
We'll look at your:
- Demand generation programs
- Campaign execution
- Lead capture
- Lead scoring
- Routing
- Nurture
- Marketing automation
- CRM
- Attribution
- Reporting
- Sales handoff
We'll help identify where opportunities may be getting lost between engagement and revenue.
Frequently Asked Questions
B2B Demand Generation FAQ
What is B2B demand generation?
B2B demand generation is the process of creating awareness, interest, and engagement among potential business buyers and moving that engagement toward qualified sales opportunities and revenue. It can include paid media, ABM, content, webinars, email, nurture, retargeting, intent data, and other marketing programs.
What does a B2B demand generation agency do?
A B2B demand generation agency helps organizations create and execute programs designed to generate demand among their target buyers. Depending on the agency, services can include paid advertising, ABM, content, email, events, nurture, lead generation, marketing automation, and reporting.
How is demand generation different from lead generation?
Lead generation focuses primarily on capturing identifiable prospects. Demand generation is broader and includes creating awareness, engagement, interest, and demand throughout the buying journey. Lead generation can be one component of a broader demand generation strategy.
How does Marquee Project measure demand generation?
We focus on metrics that connect marketing activity to business outcomes, including pipeline generated, cost per opportunity, MQL-to-SQL conversion, opportunity conversion, influenced revenue, and customer acquisition cost.
Does Marquee Project provide paid media?
Paid media can be part of a broader demand generation engagement. We can help connect paid campaigns with landing pages, tracking, lead capture, automation, CRM data, and reporting.
Do you provide ABM?
Yes. We can support account-based demand generation programs using platforms and channels such as 6sense, Demandbase, LinkedIn, and other marketing technologies.
Can you work with our existing marketing automation platform?
Yes. We work with platforms including HubSpot and Marketo and can help connect demand generation campaigns to automation, lead management, nurture, scoring, and CRM processes.
Can you connect marketing activity to Salesforce?
Yes. We can help connect campaign activity, lead data, lifecycle information, and marketing engagement with Salesforce so marketing and sales can work from more connected data.
Do you focus on leads or pipeline?
Pipeline. Leads are an important part of the demand generation process, but the ultimate goal is to create qualified opportunities and contribute to revenue.
How do you improve MQL-to-SQL conversion?
We look at the entire process, including targeting, messaging, campaign quality, lead scoring, qualification criteria, routing, nurture, sales follow-up, and CRM data. Improving conversion often requires changes beyond simply generating more leads.
More Leads Aren't the Goal. More Qualified Pipeline Is.
Build a demand generation engine that connects campaigns, operations, automation, data, sales, and revenue.