Demand Generation

Blog Post

5 Tips For Creating Demand Before Capturing It

5 Tips For Creating Demand Before Capturing It

Building and launching a new product is exciting, especially if your research suggests there aren’t many great alternatives on the market.

But even with the right audience research and product-market fit, creating genuine "I can’t wait to try this thing" interest in your product is a tall order. Particularly for B2B SaaS, wherein your brand and its latest solution need to be compelling enough to a bunch of decision makers.

That’s where demand generation comes in — while lead generation is all about converting an audience that’s already aware of their problem and are actively hunting for solutions, B2B demand generation helps you create a buzz for your brand and its offerings by educating buyers about their challenges and your unique ability to solve them better than anyone else.

While there’s plenty you can do to generate leads for your new product, in this post, let’s look at the top five things you can do to generate demand for your B2B product before capturing it.

#1. Craft Educational Content to Build Brand Awareness and Authority

The first step to generating demand for your product is to create great content meant to introduce and inform people about a problem they’re facing.

Educate your audience in the three key stages of their buyer’s journey:

  • Stage 1. Non-aware. People that don't even realize they have a problem. Make them aware of the problem, its consequences, and available solutions with Top-of-the-Funnel (ToF) content such as:

  • Long-form guides
  • Blog posts
  • Infographics
  • Podcasts
  • Videos

  • Stage 2. Problem-aware. People that know they have a problem but no solution. Guide them through potential options and show them how your solution outperforms the rest with Middle-of-the-Funnel (MoF) content such as:

  • White papers
  • E-books
  • Case studies
  • Webinars

  • Stage 3. Solution aware. People that know the kind of solution needed to solve their problem and wish to finalize a product. Showcase your product in action and prove its benefits with Bottom-of-the-Funnel (BoF) content such as:

  • Case studies
  • Success stories
  • Demos
  • Free trials

Source: Content Marketing Institute. A table showing how effective each marketing channel is for each buyer stage.

#2. Focus On The Pain Point 

To generate demand in a space where your prospects are largely unaware of the snags your product addresses, you must concentrate all your content marketing efforts on leading your audience to the "aha!" moment.

It’s the moment your prospects realize that the problems they’re facing are worth investing good money in solving.

You can make this moment happen by following the PAS model: Illustrate the problem, agitate its pain with real-life examples and data (such as the % loss in productivity or revenue), and showcase your solution as the go-to one. So, put simply, find and understand your audience's biggest pain point and position your product as the solution to that problem.

#3. Promote User-Generated Content (UGC)

There aren’t many better ways to create demand for your new product than letting your initial, satisfied customers do the talking.

While not B2B, one of the best examples of UGC done right is GoPro. The renowned action camera company doesn’t rely on fancy big-budget marketing campaigns, but rather leverages handpicked content created by customers actively using their products. No hard sell.

Source: GoPro on Instagram. A screenshot of a post from GoPro's Instagram.

You can take a leaf out of their book by promoting your product’s good reviews and highlighting your happiest customers with testimonial videos.

All in all, UGC is the most authentic way to prove your solution’s effectiveness without the fluff. 

#4. Leverage Customer Feedback

Continuing along similar lines, modern buyers won’t even think about signing up unless they see positive reviews from happy customers. Word of mouth will always be the best way to create magnetic demand for your product.

The other side of that coin is to capture feedback from your happy customers and act on it.

After launching the pilot version of your SaaS product, quickly switch your focus to gathering honest and detailed feedback from your initial users. Then, add new features, content, pricing points, etc. to enhance your offering based on customer feedback.

By consistently acting on user feedback and showcasing your efforts publicly (on your social channels and via blog updates), you build trust and credibility for your brand and thus drive more demand for your product.

#5. Set Your Brand Apart

As innovative or revolutionary as your new product may be, odds are your prospective buyers still have options to pick from.

When your competition is offering a similar product as yours, your goal is to set yourself apart by pinpointing exactly what you offer that is different.

You can do this by:

  • Identifying your Unique Selling Proposition (USP) and relaying it throughout your brand messaging.
  • Keeping an eye on your competitors’ product updates, social media content, and user reviews to identify their customers’ most pressing pain points and address them iteratively in your product.

And although it’s a risky strategy, don't be afraid to be a bit bold or controversial in your content to stand out as a brand. This helps build a community of like-minded customers who’ll champion your product and filter out prospects who don’t share your brand’s outlook.

Content Creation and Demand Generation Walk Hand-in-Hand

Sure, investing in paid media helps drive immediate demand and leads for your new product. But, as cliché as it sounds, content is indeed king when it comes to generating inbound, non-intrusive interest in your B2B SaaS.

If you follow the strategies in this article you can fuel a sustainable (and growing!) demand for your product.

And if you wish to drive hockey-stick growth for your new product, you’re in the right place. Make Matter Made your partner in product-led growth and content-led demand generation to meet your most ambitious MRR targets fast.

Demand Generation

Blog Post

There's no question that a successful marketing campaign requires careful planning and organization. But all too often, the day-to-day tasks of executing a marketing plan fall onto the marketing team itself. Unfortunately, this can be a recipe for disaster since it's difficult for one or even two people to do everything themselves. 

That's where a marketing project manager comes in. A good project manager can take the weight off your shoulders, ensuring that your campaigns are planned and executed smoothly and on time.

This article will cover what a marketing project manager is, what they do, and how they can take your marketing efforts to the next level. 

What is a marketing project manager?

In any organization, big or small, there are always projects underway. And for these projects to be successful, someone must manage them appropriately. That's where a marketing project manager comes in. A marketing project manager is responsible for planning, executing, and delivering marketing projects. 

A marketing project manager takes on tasks like developing project plans and timelines and coordinating with different teams and stakeholders. 

A marketing project manager wears many hats and plays a vital role in ensuring that projects are completed on time and within budget. Depending on your team, your marketing project manager might handle everything from campaign planning to pressing "publish" on social media posts. Nothing under the "marketing" umbrella is out of scope for a marketing project manager.

The importance of a marketing project manager

A marketing project manager is a crucial player on any marketing team. They ensure that marketing projects are completed on time, within budget, and to the client's satisfaction.

A marketing project manager is, as you might imagine, an expert in project management. They can also lead your team through the different phases of a project:

  • Initiation. In the initiation phase, the project manager works with the client  and the team to define the scope and objectives of the project. 

  • Planning. Project managers develop a detailed action plan during the planning phase. This action plan includes timelines, budgets, and resources. 

  • Execution. The execution phase is when the actual work of the project is completed. 

  • Monitoring. The monitoring phase is when the project manager checks in on your team's progress and makes sure that everything is on track. 

  • Project close. Finally, in the close phase, the project manager ties up loose ends and ensures the client is happy with the final product. 

The Project Management Life Cycle: project initiation, project planning, project implementation, project closure, and project monitoring. Source: Indeed

A successful marketing project manager can also address any problems, issues, or challenges that arise during a project. 

Key responsibilities of a project manager on a marketing team

A project manager on a marketing team is responsible for coordinating the team's efforts and ensuring that all deadlines are met. In addition, the project manager may be responsible for creating and presenting marketing plans to clients or upper management. Other key responsibilities include budgeting and forecasting, as well as overseeing the implementation of marketing campaigns. 

To succeed in this role, a project manager must communicate effectively with clients and team members and have strong organizational and time management skills. Above all else, they must be able to adapt to changes quickly and efficiently to keep the project on track.

What are some typical projects a marketing project manager may be in charge of?

A marketing project manager is responsible for planning, executing, and delivering marketing initiatives. Their workday may include tasks like developing and managing budgets, scheduling and conducting market research, overseeing the creation of marketing materials, coordinating promotional activities, and measuring the effectiveness of marketing campaigns. 

In addition to these day-to-day responsibilities, a marketing project manager may also be responsible for developing long-term strategies and planning for new product launches or brand awareness initiatives. Some marketing project managers also work with clients. 

What skills or tools does a marketing project manager need to be successful?

Successful marketing project managers are skilled multitaskers who can juggle multiple projects while keeping an eye on the details. They must possess strong communication and organizational skills to keep everyone on the team informed and on track. 

Additionally, they need to understand various marketing channels to ensure that each campaign is executed correctly. These channels range from social media to email marketing to traditional media channels like newspapers and radio.

Finally, to be successful, a marketing project manager must be an effective leader who can motivate and inspire others to reach their full potential. 

Typical skills you would expect to see in a marketing project manager job listing include:

  • The ability to analyze marketing data
  • Time management
  • Research 
  • Leadership
  • Task delegation
  • The ability to give feedback
  • Client management 
  • Detail orientation 


A dedicated project manager is an essential part of any marketing team. They ensure that projects are completed on time and within budget. They also play a critical role in communicating with stakeholders and ensuring that all team members work towards the same goal. 

To be successful, a marketing project manager needs strong communication skills, organizational skills, and experience with various marketing tools. 

If you'd like to learn more about marketing so you can become a marketing project manager yourself, check out our free resources. They'll put you on the right path right away. 

Jennay Wangen, Project Manager

Ready to drive efficient demand?

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