1. Demand generation

Connecting with your audience at the top of the funnel

Traditionally where marketing play, demand generation is all about finding, hooking and pulling in your target audience.

	Pre-2020	Post-2020
Audience	Overwhelming volume of content produced, audience starting to suffer from overload	Highly targeted, 1:1 personalised content to drive better engagement
Content	Typically marketing owned and orchestrated outbound activity at scale Generic content, segmented by sector, role or persona Marketing generated, little to no input from sales Little differentiation using standard, well-worn content formats (mainly pdf’s)	Interactive multimedia formats to better capture shrinking attention spans
Technology	Typically delivered via email or marketing automation platforms Broad lead scoring but little useable insight for sales team follow-up Well attended but costly in-person events Lacking well-structured follow-up with limited ROI traceability	New technologies have democratised ABM Now in the hands of sales teams (with marketing retaining a key supporting role) New technology for content delivery Much more granular analytics, providing useable insights for sales teams to inform follow-up Wholesale shift to interactive webinars and online events Much more traceability and opportunity for smarter follow-up

Eyeful-Sales Engine Alliance Customer projects

1. Global logistics business (£2bn) SalesIQ

Created an ABM process for the business development team, including a new technology solution and the creation of a bespoke white paper to build credibility and drive the ABM engagement forward.

2. Global engineering firm (€4.8bn) SalesIQ

Supported the setup, implementation and ongoing delivery of an ABM programme to enable the customer to successfully pivot from in-person events to on-line webinars.