B2B demand generation: create it, don’t just harvest it.
We create awareness and demand with the buyers who matter most, so that when they start looking, they already know who you are.
● Start here
Tell us about the business.
It takes about a minute. It reaches the people who would do the work rather than a sales inbox, and if we are not the right fit for what you need we will say so.
Goes to hello@katama.io. No sequences, no newsletter, no list.
● Demand generation versus lead generation
Demand generation creates awareness and preference in a market before anyone raises a hand.
Lead generation captures and converts the people who already have. Most companies buy the second, wonder why the cost per opportunity keeps rising, and discover the answer is that they never built the first.
The MQL is a bad proxy.
The standard model rewards form fills. So budget flows to whatever produces them, which is usually a gated asset advertised to people who were going to buy anyway, plus a long tail of people who only wanted the PDF.
Sales works the list, conversion is poor, and marketing responds by generating more MQLs. The number goes up and the pipeline does not.
The demand you can capture cheaply is demand that already existed. Once it has been harvested, cost per acquisition rises and keeps rising, because you are competing for the same small group of in-market buyers as everyone else.
The way out is to reach the much larger group who are not buying yet, accept that it does not attribute cleanly to a form, and hold the program to pipeline instead.
Services include.
The channel mix depends on where your buyers actually are, which we establish rather than assume. Attribution is set up before spend starts, not after somebody asks where the pipeline came from.
Digital demand generation
One program planned around where your buyers already spend their time, and judged on the pipeline it creates rather than the impressions it buys.
Paid search and paid social
High-intent search terms and paid social aimed at the companies and roles you sell to, with creative tested and replaced every week.
LinkedIn campaigns
Targeted by company, role and seniority, which is why LinkedIn is usually the easiest place to reach a B2B buying committee.
Content marketing
Articles and assets that answer the questions your buyers are already asking. Most of it ungated, because being read is the point.
Executive thought leadership
Your leaders publishing under their own names. It builds the trust a company page cannot, and it keeps working after the spend stops.
Landing pages and conversion campaigns
Pages built for one audience and one offer, so the traffic you pay for has somewhere worth arriving.
Retargeting
Staying in front of the accounts that have already engaged, across the channels they use, until they are ready for a conversation.
How the work runs.
Find the audience
Where your buyers already are, what they already read, and which of them match the ICP. Built from data, not from a persona document.
Set the measurement
Attribution and tracking go in before spend does. Otherwise the first quarterly review is an argument about numbers rather than about strategy.
Ship and test
Creative, offers and audiences go into market every week. What works gets more budget, what does not gets switched off.
Compound the authority
The content and the executive presence keep working after the spend stops, which is the part that lowers your cost per opportunity over time.
What we report.
MQLs are available on request and are not the headline. The headline is what reached pipeline, and how much it cost to get there.
Pipeline created
New opportunity value with a campaign attached, reported monthly against target.
Cost per opportunity
Not cost per lead. The difference is the whole argument for running demand generation this way.
Influenced revenue
Closed won where a campaign touched the account, which is most of it, and is why last-click reporting misleads.
Who this suits.
- You compete in a category buyers already understand
- You can fund at least two quarters before judging it
- Your executives are willing to publish under their own names
- You accept pipeline as the metric instead of MQLs
- You need a form fill number to report upward
- The budget only exists for one quarter
- Nobody will appear on camera or under a byline
- Your category has no awareness problem, only a capacity problem
Fair questions.
How much budget does this need to work?
Enough that the test cycle is meaningful. Below roughly five thousand a month in media, tests take so long to reach significance that you are guessing, and you would get more from outbound. We will say so rather than take the retainer.
Do you gate content?
Selectively. Gate something a buyer genuinely wants and cannot get elsewhere, and the trade is fair. Gate a blog post as a PDF and you have bought a list of people who wanted the blog post. Most of what we publish is ungated because being read is the point.
How do you attribute this when the buyer never fills in a form?
Partly with tooling, partly by asking. Self-reported attribution on the one form that does exist, matched against campaign exposure, gets closer to the truth than any last-click model. We report both and are explicit about which is which.
Can we start with just LinkedIn?
Often the right answer, yes. One channel run properly beats four run thinly, and LinkedIn is usually where a B2B audience is addressable. We would rather prove it on one channel and expand than spread a small budget across all of them.
Works well with.
● Target
ICP & target account strategy
Demand generation only works when it is aimed. This is where the aim comes from.
Read● Attract
AI search + digital visibility
The organic half: being found in Google and named in AI answers when your buyers go looking.
Read● Engage
Account-based marketing
The same channels, pointed at a named list of high-value accounts rather than a whole market.
Read