Demand Generation the TechCardinal Way

Demand generation is more challenging today than ever, thanks to the ever increasing number of technology solutions on market.Today's consumers often have much more complex purchase decision-making processes which means identifying influencers, decision makers and budget owners has grown increasingly difficult for sales teams. However, identifying key players in an organization isn’t impossible. 

It just takes a good system.

At TechCardinal, we find that all good demand generation processes start with the same first two steps: Identifying ICP’s (Ideal Customer Profile) and Content Creation. With ICPs, accuracy is of the utmost importance. Using segmentation based on demographics, industry, use cases, or even current customers can help your team drill down to specifics of what makes your customers choose to be your customers. Getting down to the roots of what specific value your customers see in your solutions can help you identify new customers. Additionally, developing a detailed ICP can help reduce ineffective marketing campaigns targeting organizations with lower potential of being customers.

Once your organization understands its ICP, the next step is Content Creation. Content Creation is a vital step of producing high-quality, relevant marketing materials (such as ads, social posts, or conference presentations) that resonate with the target audience. Creating these requires creativity, time, and resources. Many businesses struggle with content strategy and execution, especially smaller technology firms that may lack the man-power or funds to create market disrupting, attention grabbing content. For many of these firms, it can be beneficial to seek outside help from a marketing agency.

Content Creation goes beyond just creatives however. For truly effective demand generations, this step must also be combined with multi-channel alignment. A successful go to market model includes many channels like social media, email, SEO, events, and other types of marketing working together. Ensuring these channels are working together cohesively can be complex and requires careful planning and focus.

Part of being focused in multi-channel marketing is putting in place measurements and analytics for your campaigns. Tracking the effectiveness of demand generation efforts and understanding the key performance indicators (KPI’s) can be challenging. Many businesses lack the tools and expertise to effectively ensure real time data and adjust as you go forward. Demand generation programs should never be a setup and forget, they change, evolve and must be agile enough to adjust to a rapidly changing landscape.

What does all this look like in practice?

Below is a recent example of one of our customers we’ve helped build a demand generation program for following the principals above. Company: MQLs/SQLs software product company.

• Identifying Ideal Customer Profile

  • Developed an Ideal Customer Profile (ICP) and detailed personas to identify high-value targets across industries, geographies, and roles.

• End-to-End Lead Management Process:

  • Combines multi-channel outreach (social media, email campaigns, content marketing, and webinars) with lead scoring frameworks to effectively capture, qualify, and nurture potential customers.

• Value-Driven Engagement:

  • Focuses on delivering tailored messaging and solutions aligned with customer pain points, emphasizing unique product differentiators to build trust and drive interest.

• Data-Driven Optimization:

  • Continuously measured performance through KPIs (e.g., conversion rates, customer acquisition costs) to refine strategies, enhance effectiveness, and maximize ROI.

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How Can TechCardinal Improve Your Demand Gen?

Staying at the top of your ICP’s purchase list requires a dedicated and focused effort by businesses today, but not every organization has the capability to plan and execute comprehensive demand gen strategies. Resource limitations can especially hinder smaller businesses with limited budgets or personnel, making it difficult (if not impossible) to grow revenues.

This is where TechCardinal Consulting can help. 

By giving businesses outsourced tools and techniques and helping mitigate resource and personnel limitations, we try to empower small and growing businesses to find their next businesses with the resources they already have. We not only look for external opportunities for growth, but internal as well. Finding gaps between Sales, Product Management, Marketing and Finance can help eliminate inefficiencies and misunderstanding about lead quality and the lead flow conversion process. 

By beginning with the end in mind,TechCardinal empowers technology companies growth by working with existing teams to create robust demand generation programs, including market research, customer personas, marketing content, and multi-channel campaigns. If your organization is looking for innovative ways to find those next opportunities and stay on top of your customer’s purchase lists, give us call.

Jeff Heselton, TechCardinal Consulting Managing Principal / Partner