This episode is a hands-on briefing on modern B2B demand generation—why smart teams are shifting from volume-led lead gen to value-driven demand gen that builds brand trust, educates the market, and improves pipeline quality. We apply the framework to RevTech Solutions, diagnosing a funnel efficiency crisis and outlining a 90-day revival: fix qualification and nurturing, reallocate budget to high-value channels (events, webinars), and build a compounding engine (SEO + content + ABM).

What you’ll learn

• Demand gen vs. Lead gen and when to use each

• A two-speed model: create future demand + capture in-market demand

• Smart budget shifts to raise deal size and win rates

• How to measure pipeline quality with leading indicators and align sales & marketing

After listening, try the RevTech Solutions case program in Marketing Case Bootcamp to put the playbook into actual practice.