demand-gen-strategy-and-measurementlisted

# B2B Demand Generation Strategy & Measurement ## Overview This skill covers how to build, structure, measure, and optimize B2B demand generation programs—from setting the right metrics and allocating budget to understanding buyer psychology, aligning with sales, and designing the marketing org. All practices are sourced exclusively from guests on the Exit Five podcast. Where guests disagree, those disagreements are surfaced explicitly rather than resolved artificially. --- ## Understanding the B2B Buyer and Demand Landscape ### The In-Market vs. Out-of-Market Reality Anchor all demand generation strategy in the reality that only 5% of B2B buyers are actively evaluating solutions at any given time; 95% are not yet in-market. This means the majority of your target audience cannot be converted by direct response tactics today—they must be reached through brand-building and awareness investment that creates mental availability for when they do enter the market. (Source: Davang Shah, Episode #338) Separately, recognize that only approximately 10% of your target account universe is in-market at any given time. For that 10%, execute demand capture—ensuring visibility in analyst reports, paid search, and demo request flows. For the 90% out-of-market, execute demand generation or influence—building brand and reputation through content and engagement to shape perception and timing. These require different strategies, channels, and metrics; conflating them leads to misaligned expe