Third-party cookies are going away. Privacy regulations are tightening. Ad targeting is becoming less effective. B2B marketers increasingly rely on data they own directly: first-party and zero-party data.
B2B marketers often use “demand generation” and “lead generation” interchangeably, but they are fundamentally different strategies with different goals, timeframes, and success metrics. Understanding the distinction is critical for building a marketing program that actually drives revenue.
A go-to-market strategy is your roadmap for getting your product into customers’ hands. It defines who you’re selling to, what problems you solve for them, how you’ll reach them, and how you’ll build the sales and marketing motions to close deals.
The B2B buying process is far more complex than the B2C process. While a consumer might discover a product, read a few reviews, and make a purchase decision in days, a B2B purchase typically involves multiple stakeholders with competing priorities, lengthy evaluation periods, and complex approval processes.
Most B2B companies run lead generation and call it demand generation.
Most B2B sales cycles are longer than they need to be.
Your ideal customer doesn’t exist until you define them.
Intent data tells you something most marketers don’t know: who’s actively buying right now.
Demand generation is not a tactic. It’s a system.
Terminus built its reputation on making ABM simple and approachable. For many mid-market teams, Terminus removed the friction of account-based marketing adoption.
Rollworks has been a trusted name in account-based marketing for years, particularly for mid-market B2B teams. However, as the ABM landscape evolves-with demand gen integration, intent data freshness, and multi-channel orchestration becoming table stakes-many teams now evaluate whether Rollworks still delivers the best fit for their GTM motion, budget, and technical stack.
Koala made visitor identification accessible to SMB teams. When a company visits your website, Koala tells you who it is and scores them against your ICP in real-time. Sales reps love it.