Demand generation isn’t about quick wins or short-term lead grabs—it’s about creating sustained interest and engagement in your brand. When potential customers are ready to buy, they know who you are, what you stand for, and why they should choose you.
In this blog, we will go through some tactics you can use to improve your popularity and attract, engage, and convert high-intent prospects.
Let’s take a look at some of the best demand generation examples.👇
Gating content behind lead forms is like locking your best products in a display case—it might look exclusive, but fewer people will engage.
Potential buyers are more likely to trust your brand if they can easily access high-quality content without barriers. Providing free, valuable content establishes credibility and builds an engaged audience who’ll turn to you when they’re ready to purchase.
Alice de Courcy said in her book, ‘Diary of a First-Time CMO’:
This in and itself is an excellent example of demand generation. Alice’s book shares key learnings she’s gathered from the past half-decade leading Cognism's marketing. Plus, it’s ungated! Read it for yourself 👇
Remember, you don’t want to overwhelm prospects by entering them into a nurture as soon as you get their contact details. Most prospects may have never heard of your brand and want to learn more before purchasing.
This is why ungating content is a winner in DG!
People consume content differently—some prefer reading, others like watching videos, and some engage best with interactive media. Repurposing content into multiple formats ensures your message reaches as many people as possible while reinforcing your brand across different platforms.
One demand generation example is how Cognism created multiple formats of our ‘Fix your Funnel’ campaign.
This started with video.
The team would interview internal subject matter experts on the various funnel stages, sharing how we at Cognism have ‘fixed’ our funnel by making optimisations over time.
Alice said:
Here’s the first video in the series:
Account-based marketing (ABM) involves targeting high-value accounts with tailored messaging and hyper-personalised content, ensuring that your sales and marketing efforts align to convert the prospects that truly matter.
And when it comes to demand generation strategy examples - ABM is always a must!
Alice De Courcy’s book provides more helpful insights into Cognism’s ABM approach:
So, how does Cognism use ABM to drive demand?
Easy, they use Cognism! Tim Hughes, Demand Generation Lead at Cognism, explains:
After that, the team creates several assets, such as:
You can learn more about our ABM strategy in this chapter of Alice’s book.
Next up for our list of demand generation marketing examples are micro-events.
Large conferences and trade shows can be overwhelming; attendees often leave without meaningful interactions. Smaller, invite-only micro-events foster more profound engagement, build stronger relationships, and make attendees feel valued.
Alice expands on this:
So what did we do?
We looked at who the types of accounts to attend these events were, and this factored into the ones that made it onto our shortlist.
We also worked out which events historically had been ROI-positive and excluded the ones that weren’t. For the UK, for example, we were only attending two events.
We’d started to move our focus upmarket, having been building out our ABM program. A new part of our events strategy became more exclusive: invite-only dinners in the evenings after the main events were finished for the day.
Alice details the how and why here.
The results from the micro-events have been outstanding.
Alice explains:
You can read more about the strategy and results here.
Why market alone when you can collaborate with complementary brands and B2B influencers and tap into each other’s audience?
Strategic partnerships allow you to co-create content, co-host events, and leverage each other’s networks to have a greater impact on demand generation.
At Cognism, we partner with influencers like Morgan J Ingram, creating a community to reward loyal customers.
You’ll find Morgan all over our site and LinkedIn. Here’s an example of this type of demand generation:
Another example of demand generation campaigns is personalised emails, also known as email nurtures.
Hyper-personalised, behaviour-based email marketing keeps leads engaged, nurtures relationships, and moves them closer to conversion with tailored content.
At Cognism, we paired our on-demand email nurtures with our ABM campaigns by personalising each user’s journey and pushing the micro-sites. Here’s an example of one email we sent out:
Podcasts have become one of the most effective tools for demand generation, offering long-form, engaging content that builds trust over time.
Unlike traditional marketing tactics that push messages onto audiences, podcasts pull in listeners by delivering valuable, thought-provoking discussions in a format they can consume at their own pace.
If you’re looking for examples to get started, here are some resources:
Webinars blend education and engagement, making them one of the best examples of demand generation.
A well-structured webinar provides immediate value, establishes thought leadership, and moves prospects further down the marketing funnel by addressing their most pressing challenges.
When Alice started at Cognism, webinars weren't a thing. She had to implement the process from scratch.
She said:
And now look at us!
Our webinars are top-notch.
Here’s how the team got them to be successful:
We run live cold calling sessions, during which people test out their scripts and cold calls live while our subject matter expert coaches them on improving. If they don’t turn up live, they miss out on this opportunity to benefit from 1-2-1 live coaching.
We collect testimonials from live events. Most of these can be found on dark social and are excellent for promotional purposes.
You can read more about how Alice planned Cognism’s webinar process here.
Prospects love to try before they buy, and interactive tools allow them to experience your product’s value before committing. Whether it’s an ROI calculator, an assessment quiz, or a self-guided demo, these tools provide personalised value and accelerate the decision-making process.
Our final B2B demand generation example is our own calculator.
We have a few embedded across the site. But our winner in terms of engagement is our TAM calculator, which helps prospective customers calculate their total addressable market while showcasing the value of Cognism.
In this way, we aren’t pushing for leads. Rather, we are building our brand to drive demand when the time is right.
Give it a go 👇
Some of the best demand generation examples are only possible because of great data.
Cognism is the leader in B2B data. Keen to learn why?
Book a demo to chat to a data expert 👇