B2B Demand Generation With Headley Media
Demand generation is an essential part of your B2B marketing strategy, and choosing a reputable and transparent demand generation agency is vital to your campaign's success.
Reach the Right Tech Decision-Makers With Demand Generation
About Headley Media
Headley Media is a B2B demand generation agency specializing in content syndication, B2B lead generation, and display advertising.
We deliver demand generation solutions via our 7 technology brands, with a portfolio of over 300 content syndication platforms, in 60 countries and 32 languages.
Technology companies across the globe trust Headley Media’s demand generation services to deliver high-quality demand marketing campaigns.
Our Clients
Demand Generation Services
Headley Media has been a valued partner for us over several years, delivering successful lead generation campaigns across their IT Corporate and Cybersecurity Corporate brands. Their team creates bespoke campaigns tailored to our objectives, incorporating techniques like ABM and audience expansion, along with lead nurturing. Additionally, all campaigns are delivered...
Helen Gillbe
EMEA Demand Generation Director, Proofpoint
In my experience, the Headley team excels in strategizing and executing solutions that align with our client goals. They are incredibly agile, especially when adapting to changes in strategic priorities or executive leadership direction. Their ability to provide actionable insights, particularly in lead data analysis, has consistently helped us optimize...
Carli Jurczynski
Associate Vice President, Paid Media Client Lead, Kepler
Headley Media continues to be a go-to lead generation partner for our clients. They constantly deliver strong, quality results and are always sharing ideas for campaign optimization. Their customer service is top of the line which makes working with them even better...
Jen Trahon
SVP, Managing Director, iProspect
Our Approach to Demand Generation
Many B2B marketers feel frustrated with their demand generation marketing agency, left to pay the price for poor-quality data from questionable sources. With companies and consumers now empowered by data-protection laws worldwide, these concerns are only growing. That’s why Trust, Transparency, and Integrity remain our guiding principles.
100% Digital
We run all our content syndication campaigns 100% digitally, ensuring your leads are up-to-date and fully traceable to the source.
Reader First
Our websites are free from adverts, eliminating noise and providing our audiences with a distraction-free methodology, direct to your content.
Custom Opt-In
The download form for accessing your content features a custom opt-in statement and an unchecked box, ensuring that your leads explicitly agree follow-up communications from your company.
Professional Audiences
Our audiences of senior tech professionals and business decision-makers turn to our websites for high-quality and reliable information they can trust.
Business Emails
All readers are required to provide their business email address to access your content. This, in turn, supplies you with relevant professional prospects ready for nurturing.
Data Validation
Before being delivered as leads, readers who download your content undergo our dual AI and manual data validation process for quality control and re-verification of their contact details.
Demand Generation Agencies: What to Look Out For
When choosing a demand generation agency, trust is the most important factor.
A lot of B2B demand generation agencies have sprung up over the last few years that can’t deliver what they promise. This is because they either don’t have their own means of generating demand and therefore they outsource your business to mysterious 3rd parties, or because they don’t validate the data they’re passing on to you.
Sometimes they’re really the same old untrustworthy lead generation companies trying to rebrand as B2B demand generation companies.
So how can you tell whether the B2B demand generation companies you want to work with can deliver everything they promise?
For us, it’s all about the reader’s experience. Can your B2B demand generation agency show you their entire demand and lead generation process?
It’s also about how they validate the information they’re feeding back to you. Whatever KPIs your demand gen company offers – whether it’s clicks and impressions, or contact details of actual leads generated – can they be sure that data is correct, and can they prove to you it’s correct?
Use our ungated campaign checklist to ensure your potential demand gen companies are as transparent and trustworthy as they seem.
Discover Headley Media's Demand Generation Services
B2B Demand Generation Trends 2025
A good B2B demand generation agency will have a full understanding of current marketing trends, and know the best ways to make your brand stand out against the competition.
These are some of the biggest trends in demand generation marketing right now:
Content marketing. Today’s B2B buyers do their own research. Did you know only 5% of the buyer’s journey is spent talking to a sales rep these days, according to Gartner? The rest of the time the buyer is researching solutions independently. So as a marketer, it’s your job to ensure all the content they need, whether gated or ungated – from topical/news-led information, to guides to the services you offer, and the complete specs of your product – are all available for them to find digitally.
Buying committees. Not only have buyers become more independent, there are also more of them involved in the average B2B transaction. The buying committee has grown in recent years: as many as 14-23 people from one company can now be involved in a purchase, according to Gartner. That means you potentially need to market your content to a much broader range of job roles, which means you need to think harder about the messaging of your content and the way you’re targeting it.
Account-Based Marketing (ABM). Linked to the buying committee, we find ABM really exciting. Instead of taking a scattergun approach with your marketing, you decide in advance which businesses it would be most advantageous for you to work with, and create a target account list of a few hundred potential leads, instead of trying to reach thousands. You can then spend more time on targeting those specific accounts, and personalizing communications.
Intent data. On the subject of personalization – intent data targeting is another big trend within demandgen, as marketers find the most effective pieces of content are personalized to their audience. With intent data you can get really personal – it’s the art of reading your potential leads’ buying signals, the ‘digital breadcrumbs’ they drop as they browse the internet.
Frequently asked questions
Demand generation, sometimes known as demand gen or demandgen, is the art of building brand awareness for long-term inbound lead generation. Demand generation is all about sticking in your potential leads’ minds, so that when they need a product or service like yours, they’ll think of you. It’s a form of inbound marketing rather than outbound marketing – a longer-term, less transactional strategy to attract new leads organically to your business. Blogs, webinars and social media posts are good examples of B2B demand generation. Content marketing is usually associated with B2B demand generation, but it can also encompass display advertising: almost any method that will put your content and/or branding in front of potential future customers counts.
A demand generation agency will help you build a strategy for demand generation, and probably offer demand creation services. For example, content syndication is a good demand generation strategy because it gives you a much bigger audience for your content. A good demand generation marketing agency can offer this as a service as well as strategizing, planning and running your demand generation campaigns. A demand generation company might also offer display advertising.
B2B demand generation and B2B lead generation are sometimes used as interchangeably, but they’re not the same. Lead generation is usually a short-term, transactional strategy. For example, say you need to generate 500 new leads, you may choose to do so using a dedicated outbound lead generation campaign. In contrast, demand generation is a longer-term approach, and less transactional. Demand gen is all about building your brand over time so that leads come to you. The two strategies feed into different parts of the marketing funnel, but they work together to support your overall B2B marketing strategy. At Headley Media, we combine both B2B lead generation and demand generation services to help B2B technology marketers reach and engage with the right decision-makers for their products and solutions.
With over 35 years in the industry, Headley Media differs from other demand generation agencies as a supplier with long-established, trusted and technology-specific content libraries, used by technology buyers in 60 countries. We generate demand and deliver lead generation campaigns via our seven brands. Our guiding principles, Trust, Transparency and Integrity are at the heart of every demand generation campaign we deliver. Every part of our service is transparent, fully compliant with data laws in every country we operate in, and validated to the highest standard. You can explore our full Methodology here.