Why Demand Generation isn’t enough for B2B marketing?
By MarketLogic
Demand generation strategies are the central focus and the most obvious truth in marketing and business— the need to attract customers. According to the Content Marketing Institute, 85% of B2B companies prioritize lead generation as their main goal in finding their ideal consumers.
“Many organizations spend 70% (or more) of their marketing budgets on these types of actions. However, despite the high investment and initial achievement of commercial objectives, the strategy quickly wears down, creating significant gaps in meeting targets while the quality of leads diminishes,” says Paz Terluk, CEO of MarketLogic and Country Manager for Mexico.
According to SalesMate, 61% of marketers struggle to generate high-quality leads, demonstrating that demand generation efforts often fall short and frequently fail to deliver the desired impact. But where’s the disconnect? The answer lies in the neglect of brand building, positioning, and differentiation, with the assumption that target audiences already know or view them as market leaders.
“Experience has shown us that marketers often focus on short-term results—on the immediate buzz created by paid media, event invitations, promotions, or experiential activations. However, this approach bets on instant impact rather than cultivating a sustainable habit,” says the CEO of MarketLogic.
Brand awareness also strengthens commercial goals, producing long-term results and driving sustainable demand generation.
Share of Voice (SOV): The Smartest Investment in B2B
Newer companies or brands still in the consolidation phase tend to focus exclusively on promoting their products or services without considering consumer needs, competitive landscapes, or market trends.
This limited approach can hinder their ability to connect effectively with their target audience or stand out from competitors. Therefore, adopting a comprehensive approach that includes deep market analysis, consumer demand, and competitive strategies is crucial for developing more effective marketing initiatives.
This is where “Share of Voice” (SOV) comes into play, gaining increasing weight in delivering commercial results. Historically, SOV was understood as the percentage of media investment a company made in relation to total category investment. But in the digital era, this concept has evolved to measure brand presence and visibility across a broad range of sources and channels, including news portals, social media, digital ads, web traffic, and even brand sentiment (positive or negative perception).
This allows companies to assess the level of brand awareness among their audience, gauge their opinions, and understand how relevant the brand’s participation is to them.
By understanding SOV, you can:
- Position your brand better in the market, ensuring visibility and relevance to your audience.
- Evaluate the effectiveness of strategies to measure the success of your marketing campaigns.
- Identify opportunities to find market niches for expansion.
- Optimize your budget by investing more efficiently in high-return channels.
The truth is that SOV is a fundamental metric for any company aiming for success in the digital market. Investing in SOV will help you make strategic decisions. Some actions to improve your SOV include:
- Two-way engagement on social media
- Attending events relevant to your target audience
- Presence and participation in online review sites
- Active interaction in digital forums
- Engagement in niche market communities
- Effective public relations strategies
- Strengthening relationships with industry experts
- Collaborating with relevant influencers
- Paid media investments to increase visibility
“For many companies, investing in SOV might seem overwhelming or even unnecessary, but the truth is that the losses in demand generation campaigns without strong brand awareness backing them up can turn into real problems,” warns Paz Terluk.
So, if you’re wondering why your demand generation campaigns aren’t delivering the expected results, it may be time to refocus on brand awareness, and SOV strategies are a great way to start.
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