BUILDING DEMAND GEN FROM SCRATCH

Summary from the TLDR Marketing newsletter

Start building a demand gen program by focusing on a single ad type. CoLab initially used ads addressing pain points and solutions linked to use case landing pages to drive demo requests. Although it later incorporated other ad formats, the original method proved most effective for pipeline creation. The process involved selecting key use cases, interviewing customers, mapping solutions to pain points, and deploying targeted LinkedIn ads. This laid the foundation for future improvements and a better return on ad spend.