Demand generation for B2B tech, measured on pipeline
B2B demand generation creates qualified pipeline for a sales team. X Demand Generation (XDG) combines strategy, account-based marketing, paid media, content, and outbound into one engine, connected to your CRM and your sales team.
Trusted by B2B tech companies
Built for B2B tech companies ready to scale pipeline
XDG works when the foundation is in place. If it is not, we tell you before you spend a euro on media.
A strong fit if you
Not the right start if you
Why tech companies choose X Demand Generation
Built for complex B2B sales cycles
We design for enterprise buyers, long cycles and several stakeholders, and for the alignment between marketing and sales that these deals require.
Strategy and execution in one solution
One team designs the architecture, runs the campaigns, optimizes performance and measures pipeline impact, so nothing is lost between the plan and the work.
Measured on pipeline and revenue
Every activity is tied to qualified pipeline, sales velocity and ROI. An activity without a business case does not run.
What X Demand Generation includes
Strategy can be bought on its own. Execution always starts from an approved strategy. Content production is scoped separately, once the strategy shows what is needed.
XDG Strategy
One-off fee, 3 to 5 weeks- ICP and buyer personas
- Positioning and messaging framework
- Channel strategy and budget allocation
- ABM target plan, where account-based marketing fits
- Campaign and offer plan for the first 90 days
- Funnel and KPI model
- Measurement and reporting set up in your CRM
XDG Execution
Monthly subscription, minimum 6 months- Google and paid search
- LinkedIn and paid social
- Retargeting
- Email and outbound sequences
- Event demand programs
- Marketing automation
- Testing and optimization
ABM or Funnel: which program you need
Most B2B tech companies need both, scoped and reported separately.
ABM Program
ABM matches investment to account potential. You choose the companies you want to win, and marketing and sales work the same accounts at the same time.
Best when your market is finite and relationships drive decisions.
Explore the ABM ProgramFunnel Program
The Funnel Program reaches the part of the market no account list covers. Broadcast and inbound channels run against one funnel, one handoff to sales, and one KPI model.
Best when your market extends beyond any named list, or you need pipeline signals sooner.
From kickoff to reliable pipeline signals
Kickoff and diagnostic
We review your commercial history, campaigns, CRM, and sales process, and find what has actually moved pipeline so far.
Strategy approved
ICP, messaging, channel mix, campaign plan, and KPIs are drafted, presented, and signed off. Nothing launches before this.
First channels live
LinkedIn and email outbound usually go first. Other channels phase in as the plan and budget allow.
Pipeline signals
Demand generation needs 60 to 90 days to produce reliable signals. From here we optimize on pipeline data, every month.
Every euro traced to revenue
You see which campaigns produced opportunities and which did not. Every campaign is tracked in your CRM from first engagement to closed revenue, and sales works the leads because they agreed the criteria before launch.
Budget that moves to what works
Your budget is not locked into the plan written in month one. Every month we compare spend against the pipeline it produced, then move money away from channels and accounts that are not delivering and toward the ones that are.
Demand generation results in enterprise B2B software
Demand architecture rebuilt across inbound, ABM, paid media, and SDR alignment at Entersoft Group.
More sales qualified leads, year over year
More revenue from inbound leads, year over year
Return on ad spend in one year
XDG vs agency campaigns
Agencies are paid for campaigns delivered. XDG is measured on the pipeline those campaigns create.
Where XDG fits with our other solutions
X Marketing ManagementXMM runs the wider marketing agenda while XDG runs the pipeline engine.Explore X Marketing Management 
X Product MarketingXPM supplies the positioning and messaging every XDG campaign runs on.Explore X Product Marketing 
X Marketing MakeoverIf your brand or website cannot convert traffic, XMO comes first.Explore X Marketing Makeover How long until we see pipeline?
The strategy takes three to five weeks. The first channels go live in the first month of execution. Reliable pipeline signals take 60 to 90 days, which is why execution runs for a minimum of six months.
Do we need ABM, Funnel, or both?
If you can name the accounts you want to win, ABM covers them. If your market extends beyond any list, Funnel covers the rest. Most B2B tech companies need both, and the strategy phase decides the split.
Can we buy the strategy on its own?
Yes. XDG Strategy is a standalone engagement. You receive the Strategy Document and Go-to-Market Playbook, and your own team or another partner can execute it.
What is B2B demand generation?
B2B demand generation is the work of creating qualified pipeline for a sales team. It combines targeting, messaging, and channels such as paid media, outbound, and events, and it is measured on pipeline and revenue, not on clicks.
