B2B Demand Generation
B2B demand creation with clear strategy, full-funnel planning, and hands-on execution to build pipeline before buyers are in-market.
Overview
Demand Creation for B2B Companies That Can’t Rely on Intent Alone
Most B2B buyers aren’t actively shopping - until suddenly, they are.
We help B2B companies win before the buying window opens by building out-of-market demand that fuels more efficient demand capture later.
Eyeful’s Programmatic & Demand Creation offering connects brand, media, and measurement into a single system designed to:
• Expand your total addressable demand
• Shape preference before buyers raise their hand
• Improve conversion rates when intent finally appears
When building future pipeline starts before intent is activated, demand capture and bottom of the funnel efforts alone aren’t enough.
The Problem: B2B Buying Changed — Most Marketing Didn’t
You Can’t Capture Demand That Doesn’t Exist Yet
B2B buying is no longer linear, visible, or predictable.
Buyers self-educate long before contacting sales
Decisions involve 8+ stakeholders and dozens of touchpoints
Only a small fraction of your market is “in-market” at any moment
Most buyers enter the market with a pre-built shortlist
If your strategy only focuses on bottom-of-funnel channels, you’re competing too late and paying more because of it.
Our Approach: Demand Is Built Before It’s Captured
The B2B Multiplier Effect
High-performing B2B growth teams balance short-term performance with long-term demand creation.
Out-of-market activity:
Builds mental availability
Establishes category relevance
Shapes consideration before intent signals appear
In-market activity:
Converts demand more efficiently
Benefits from prior brand exposure
Produces higher quality pipeline at lower cost
Brand is not separate from performance - it multiplies it.
WHAT WE DO
B2B Demand Creation & Activation
Eyeful designs and manages demand generation systems that build future pipeline while directly improving current performance.
1. Out-of-Market Demand Creation (Brand & Preference)
We introduce and reinforce your brand with the right accounts, before they’re shopping.
Tactics include:
Programmatic display & native via DSPs (e.g. StackAdapt)
Contextual and firmographic targeting
ABM-informed audience construction
Podcast and video placements
Video amplification across premium inventory
Primary outcomes:
Brand lift
Search lift
Growth of qualified retargeting pools
Increased consideration among ICP accounts
2. Messy Middle Engagement (Education & Validation)
B2B consideration doesn’t wait for your budget cycle - it’s always on.
We support the “messy middle” with:
Educational creative (guides, POVs, frameworks)
Role-aware messaging for buying committees
Cross-channel retargeting orchestration
Video and display sequences that build trust over time
Primary outcomes:
Increased engagement quality
Stronger brand recall
Higher downstream conversion efficiency
3. In-Market Demand Capture (Conversion Acceleration)
When intent spikes, we help you convert faster — and cheaper.
We connect programmatic exposure directly into:
Retargeting and lifecycle campaigns
Sales activation and pipeline reporting
Primary outcomes:
Improved CVR and CPA
Higher quality leads
Faster pipeline velocity
B2B Marketing Agency Serving:
B2B SaaS
Demand creation and capture for long sales cycles, complex buyers, and recurring revenue models.
Turning out-of-market awareness into predictable pipeline growth.
Enterprise Software
Full-funnel growth strategies designed for large buying committees and extended consideration windows.
Shaping consideration before intent to win competitive, high-value deals.
B2B Services
Expanding demand beyond referrals to create scalable pipeline growth.
Driving awareness, credibility, and conversion in crowded service markets
A few of the B2B Companies We've Worked With
How We Work
As a B2B Marketing Agency and a programmatic and demand creation partner, we follow a clear, repeatable approach designed to build future demand and improve near-term performance. We start by understanding your business, your buyers, and how demand is currently created and captured. From there, we design a full-funnel strategy, activate campaigns across the right channels, and continuously refine based on what’s driving real pipeline impact. Our process stays focused, transparent, and easy to follow.
01
Listen
We learn your business, ICPs, buying dynamics, and growth goals, including where demand is currently coming from and where it’s stalling.
02
Evaluate
We assess your current funnel, channels, messaging, and data to identify gaps between out-of-market awareness and in-market conversion.
03
Implement
We build and launch full-funnel programmatic strategies that create demand early and connect seamlessly to demand capture efforts.
04
Optimize
We measure impact across the funnel, test new opportunities, and continuously refine strategy to improve efficiency, pipeline quality, and velocity.
Testimonials
Testimonials
Our B2B marketing team brings an average of 13 years of digital experience, with some members bringing as many as 24 years.
B2B Marketing Case Studies
Featured
Build Demand Today. Capture More Tomorrow.
Frequently asked question about B2B MARKETING Agencies
+ What is B2B demand generation?
B2B demand generation is the process of creating awareness, interest, and preference for your products or services before buyers are actively in-market. Unlike demand capture, which focuses on converting existing intent, demand generation builds future pipeline by engaging the right accounts earlier in the buying journey through content, paid media, and brand exposure. Effective B2B demand generation helps companies improve conversion rates, shorten sales cycles, and lower overall customer acquisition costs.
+ How is B2B demand generation different from lead generation?
Lead generation focuses on collecting contact information from buyers who are already showing intent, while B2B demand generation focuses on creating that intent in the first place. Demand generation works upstream by educating buyers, shaping consideration, and building trust over time. Strong demand generation makes lead generation more efficient by increasing brand familiarity and improving the quality of inbound demand.
+ What does a B2B demand generation agency do?
A B2B demand generation agency helps companies design and execute full-funnel marketing strategies that build awareness, influence consideration, and convert demand into revenue. This often includes programmatic advertising, paid search, paid social, content strategy, audience targeting, and measurement. The goal is not just more leads, but more qualified pipeline and sustainable growth.
+ Why is programmatic advertising important for B2B demand generation?
Programmatic advertising allows B2B companies to reach target accounts before intent signals appear, using firmographic, contextual, and behavioral data. It supports demand generation by increasing brand visibility, reinforcing messaging across multiple touchpoints, and building remarketing audiences that can be activated later. When paired with demand capture channels, programmatic advertising improves conversion efficiency and pipeline velocity.
+ How do you measure the success of B2B demand generation?
B2B demand generation success is measured using a combination of leading and lagging indicators. Early signals include brand lift, search lift, engagement quality, and audience growth. Downstream metrics include conversion rates, pipeline creation, deal velocity, and customer acquisition cost. The most effective B2B marketing agencies use a combination of attribution, incrementality testing, and marketing mix modeling to understand true impact.