What’s Next for Demand Generation in 2025?

As demand generation leaders, we know the difference between hitting pipeline goals and missing the mark often lies in recognizing the right buying signals. But not all signals are created equal. It’s about identifying the indicators that truly matter, rooted in data that provides actionable insights. Let’s explore the key categories of buying signals and how they can shape demand generation success. 1. Behavioral Signals: What Prospects Do Tells the Story Behavioral signals are often the most direct indicators of a prospect’s intent to buy. These are actions prospects take that reveal their interest level and where they are in their journey. Website Engagement: Time spent on product pages, downloads of case studies or whitepapers, and engagement with pricing pages are clear intent indicators. Content Interactions: Attendance at webinars, opening and clicking through email campaigns, and responses to surveys highlight prospects’ interest areas. Trial and Product Usage: For product-led organizations, metrics like feature adoption, login frequency, and usage patterns can pinpoint prospects ready for an upgrade or purchase. When these signals are tracked in real time and correlated with firmographics (e.g., company size or industry), they enable precise prioritization and outreach. 2. Contextual Signals: What’s Changing in Their World? While behavioral signals focus on direct interactions, contextual signals provide a broader view of prospects' environment and evolving needs. Organizational Changes: Job changes, leadership hires, and new strategic initiatives often indicate shifting priorities and potential interest in solutions. Industry Trends: Monitoring sector-specific growth drivers, such as compliance updates or new regulations, can highlight timely opportunities. Competitive Movements: Changes in a company’s tech stack, including adopting complementary tools or switching providers, signal readiness for solutions that integrate well or solve gaps. By layering contextual signals on top of behavioral data, demand generation leaders gain a sharper understanding of when prospects are most likely to engage. 3. Engagement Signals: Beyond the Surface Deep engagement signals provide the nuance demand gen leaders need to differentiate between curiosity and genuine buying intent. CRM Interactions: Patterns in deal velocity, closed/lost insights, and repeat engagement help refine scoring models and better predict buying behavior. Community and Social Interactions: Participation in forums, comments on brand-related posts, or joining a webinar Q&A session shows interest beyond formal channels. Conversations with Sales: Sentiment and topics discussed in calls or meetings can reveal pain points or urgency that aren’t always visible through data. Integrating these signals ensures alignment between sales and marketing teams, fostering smoother handoffs and more productive conversations. 4. Signals from External Ecosystems External signals enrich the picture by offering insights into prospects' environment and behavior beyond direct brand interactions. Intent Data: Keyword trends, topic interest from third-party platforms, and competitor research indicate prospects’ areas of focus. Market Activities: Fundraising events, product launches, and expansion into new markets provide insights into a company’s growth trajectory and readiness to invest. Customer Announcements: Strategic partnerships or public commitments to new initiatives can align with your solution’s value proposition. These signals can help uncover opportunities your team might not otherwise have surfaced. 5. Data Enrichment: Turning Signals into Actionable Insights For demand generation efforts to be effective, raw data must be transformed into actionable insights. This is where enrichment comes into play. Company Insights: Revenue, headcount, and growth indicators provide context about organizational readiness. Contact-Level Data: Role, seniority, and department data ensure personalized outreach that resonates. Tech and Competitor Stack: Insights into the tools prospects use or competitors they engage with inform positioning and messaging strategies. When enriched with these layers, buying signals become a roadmap for engaging prospects in ways that are both timely and relevant. Bringing It All Together The most effective demand generation leaders understand that no single signal can tell the whole story. By integrating behavioral, contextual, engagement, external, and enrichment signals into a unified framework, they create a well-rounded picture of buying intent. It’s not just about collecting data—it’s about connecting the dots. When signals are brought together thoughtfully, they drive more precise prioritization, sharper personalization, and ultimately, stronger pipeline outcomes. As demand generation evolves in an era of data-driven marketing, focusing on the signals that truly matter will set your team up for sustained success.

As we step into a new year, it’s natural to take a moment to reflect on our journey and the changes we've experienced. A CEO of a thriving software business valued at over $300 million, who we know well, often emphasizes the importance of starting from “ First Principles .” This approach encourages us to strip away assumptions and focus on the fundamental truths that drive our decisions. Key Questions for Understanding Our Customers In today's fast-paced B2B landscape, we have identified several crucial questions that help us better understand our customers Who are the individual prospects from our target accounts engaging with us? We analyze both online and offline interactions, focusing on topics that align with our solution category. Which accounts are showing interest? We assess not only the number of accounts but also how many buyers from those accounts are engaging with our content. Who should we reach out to? Identifying individual contacts for sales outreach is vital for effective communication and relationship building. These questions lay the groundwork for a deeper understanding of our audience, enabling us to tailor our outreach efforts more effectively. The Next Challenge: Crafting the Right Message Once we have gathered insights about individual buyers and accounts, we face the next pivotal question: Given all the journey data on these individual buyers and accounts, what message should we deliver to relevant prospects so they choose to engage? This challenge is not unique to us. A close friend of our business, who serves as a VP of Demand Generation has encountered similar hurdles across multiple enterprise B2B companies. Despite advancements in technology, crafting compelling messages that resonate with prospects remains one of the most significant challenges in our industry today. The State of the Market as We Enter 2025 As we look ahead into 2025, it’s clear that many B2B companies have yet to fully embrace person-level visitor identification and intent solutions. Here are some key observations: Underutilization of Technology: Many organizations still rely solely on account-level intent data through their ABM platforms like 6sense or Demandbase. While these tools provide valuable insights, they often fall short in capturing individual buyer behaviors. Growth Opportunities: Even those companies that have implemented person-level ID technology such as RB2B can significantly increase their lead volume by integrating additional similar technologies. Notably, the lead overlap between our technology and RB2B is less than 4%, highlighting a vast opportunity for growth. Comprehensive Solutions Needed: Currently, we stand out as the only solution that integrates both person-level and account-level buying signals across a B2B company's online and offline presence within a single platform. Introducing Kwanzoo: The Unified Intent Platform In response to these market needs, we proudly bring you Kwanzoo, the Unified Intent Platform designed specifically for demand marketers and sales leaders. Our platform empowers you to identify prospects—both individual buyers and engaged accounts—on and off your website. With Kwanzoo, you can expect: Enhanced Prospect Engagement: Our platform enables you to engage up to 10 times more prospects than you currently do. Actionable Insights: While we cannot guarantee meetings, we focus on helping you achieve more responses and actions from your prospects. Personalized Communication: Gain access to buyer journey data that allows you to craft thoughtful, personalized messages through sales emails, LinkedIn outreach, and phone calls. High-Quality Data: Benefit from curated data that includes reliable emails, LinkedIn URLs, and phone numbers that connect. Cost-Effective Pricing: Tired of paying bloated platform and per-user fees? With our compelling cost-per-outcome pricing model, you only pay for what you actually achieve with us—no hidden fees or unnecessary costs! If you're tired of waiting on RevOps or struggling with outdated systems, Kwanzoo is here to help you start building your pipeline within hours of deployment. Have questions? Let’s chat! Feel free to book a meeting here.

The launch of our Real-time Intent Leads product has generated significant excitement and positive feedback from users. This innovative tool offers businesses the opportunity to engage with in-market buyers actively researching products and solutions across the web. The ability to connect with these potential customers in real time is a game-changer for sales and marketing. Exploring Real-time Intent Leads At the heart of this offering is a FREE TOOL available on the homepage, known as the Real-time Intent Leads Estimator . This tool allows users to identify potential leads by selecting up to five topics that are most relevant to their business. After completing a brief form, users receive an email with an estimated number of leads—often in the thousands—available for each selected topic within just one minute. Recent searches have shown promising results across various industries, including Content Management, Asset Management Software, Outsourced IT Services, Generative AI for Sales, Cloud Security, Real Estate Investments, and more. Each of these topics has yielded thousands of leads, demonstrating the tool's effectiveness in identifying potential customers. Converting Leads into Meetings A common question arises among users: “How can I effectively activate my Website Warm Leads alongside these Real-time Intent Leads to generate meetings?” To address this, we have developed comprehensive Sales Engagement Workflows in collaboration with several partners. These workflows are designed to streamline the lead engagement process, ensuring that businesses can maximize their outreach efforts. Partners utilize tools like Clay and Tapistro to implement these workflows. These platforms help apply filters and build custom business logic that prioritizes and routes leads through various sales email nurturing tools. Options range from advanced solutions like Instantly.ai and Smartlead to traditional platforms such as Outreach, Salesloft, and even Microsoft Outlook. As automation continues to evolve, these workflows are becoming increasingly sophisticated, requiring specialized skills in both Revenue Operations (RevOps) and content creation—including copywriting and messaging. Expanding the Buying Group In addition to focusing on Website Warm Leads (which consist of individual de-anonymized buyers on a company's website ) and Real-time Intent Leads (which target in-market buyers outside of a company's website), it is crucial to consider strategies for Buying Group Expansion. This involves adding new contacts at existing accounts where leads are already engaged, both on and off the website. By identifying contacts who fit within the buying group—spanning various seniorities and titles across different departments—businesses can enhance their outreach efforts significantly. This holistic approach ensures that all potential decision-makers are included in the conversation, increasing the likelihood of successful engagement. Collaboration Opportunities Engaging with this platform can provide access to high-quality buying signals and unique person-level intent data that can drive higher response rates, generate more first meetings, and ultimately build a more robust sales pipeline. Revenue leaders currently strategizing for their 2025 budgets and GTM plans will find value in exploring innovative ways to drive demand. The platform offers a chance to initiate a FREE 14-Day Proof of Concept (POC) or demonstrate how many leads are accessible through the Estimator tool. The introduction of Real-time Intent Leads marks a significant advancement in lead generation technology. By leveraging this tool, businesses can connect with potential customers actively seeking solutions relevant to their needs. With robust sales engagement workflows and strategies for expanding buying groups, organizations can transform leads into meaningful conversations that drive business growth.

Discover how Kwanzoo's Real-time Intent Leads provide actionable insights into individual buyer behavior, enhancing targeting, and improving conversion rates in both B2B and Considered Purchase B2C markets. Embrace a new era of marketing intelligence today!

A good number of your prospects will visit your website and won't make contact. You need a way to identify who they are, or it is highly likely that you will miss the opportunity to engage with them. In this blog, we will discuss b2b website visitor ID tracking and anonymous website visitor identification with Kwanzoo’s Person-Level Website Visitor Identity technology.

Ideal Customer Profile and Buyer Personas: What You Need to Know

The Art of Website Visitor Identification: A Comprehensive Guide for B2B Growth Understanding your website visitors is not just a matter of curiosity—it's a strategic imperative. Website visitor identification is a critical component of modern B2B marketing, offering insights that can transform anonymous traffic into a steady source of growth opportunities. This comprehensive guide will delve into a multifaceted approach to website visitor identification, including anonymous user tracking, current B2B strategies, and introduce the innovative solution, SiteStop by Kwanzoo, to elevate your lead generation process. However, the art of website visitor tracking is not a one-size-fits-all solution. Different tracking aspects cater to specific purposes, and multiple products may be necessary for optimal tracking. Moreover, the requirements for B2B and B2C businesses differ significantly. What is Website Visitor Tracking? Website Visitor Tracking is the process of identifying the characteristics and behavioral patterns of visitors on your website. It involves collecting user information and tracking activities like page views and events. The data, often aggregated across multiple platforms, is vital for sales and marketing teams to optimize the website experience, understand buyer intent, and analyze customer journeys. The Cookie Conundrum and Regulatory Compliance Navigating the Cookie Chaos: The retirement of third-party cookies, driven by privacy concerns and data regulations, has disrupted traditional data collection methods. Apple’s Safari has blocked them, and Google plans to phase them out for Chrome by 2024. Google’s Privacy Sandbox and systems like FLOC and Fledge aim to maintain user anonymity while tracking data. This shift poses challenges for B2B businesses that rely on data for more than just advertising. First-party cookies, with proper consent acquisition, offer a solution that aligns with data regulations. However, Intelligent Tracking Prevention algorithms in Firefox and Safari limit cookie lifetimes, prompting businesses to consider server-side tracking. GDPR Compliance and Website Tracking  The question of GDPR compliance in website tracking hinges on data processing and consent acquisition. Educating website visitors through clear privacy policies and acquiring consent through forms or consent management systems are essential steps. For EU visitors, opt-in consent is required before tracking can commence, and opt-out options must be readily available. B2B vs B2C Tracking: Differing Data Needs While the fundamentals of tracking are similar for B2B and B2C businesses, their data requirements differ. B2C businesses process data in bulk, focusing on analytics and attribution. In contrast, B2B businesses need detailed data for each account, and ideally data on the individual buyers from those accounts who are engaging on your website, to support sales and marketing operations. B2C businesses seek answers to questions about visitor demographics, engagement, and the effectiveness of marketing campaigns. B2B businesses, however, require insights into company sign-ups, lead qualification, buying intent, and individual customer journeys. Behavioral and Campaign Data: The Core of Tracking Behavioral data, acquired through activity tracking, is crucial for gauging buying intent. It includes page visits, button clicks, visit durations, content engagement, and event participation. Campaign data, which provides marketing attribution and lead origin information, is equally important. Tracking the source of visitors helps businesses understand lead interests and tailor their sales and marketing strategies. Both B2C and B2B businesses must adapt to the changing landscape of website visitor tracking, ensuring compliance with data regulations while effectively capturing and utilizing behavioral and campaign data to drive business growth. A significant shift is occurring in regulatory compliance and big data’s approach to tracking customers. The era of third-party cookies is ending, and anti-tracking mechanisms are gradually being implemented. This shift necessitates a clear outline of requirements before creating a website tracking framework. Decoding the Anonymous Visitor The challenge of identifying anonymous website visitors is akin to finding a needle in a haystack. These visitors navigate your digital space without leaving a trace of their personal information. However, with the right tools and strategies, it's possible to uncover valuable insights about these elusive users. Strategies for Anonymous Visitor Tracking IP Address Analysis: By examining the IP addresses of visitors, businesses can infer the company or geographic location associated with the visitor. This technique allows you to segment your audience based on their organizational affiliation or geographic region, enabling targeted marketing campaigns and personalized content delivery. Browser Fingerprinting: This advanced technique utilizes the unique configuration of a visitor's browser to track their activity without relying on cookies. By analyzing factors such as browser type, operating system, screen resolution, and installed plugins, browser fingerprinting creates a unique identifier for each visitor, allowing you to track their behavior across multiple visits. Lead Enrichment Tools: These powerful platforms gather information about prospects, including contact details and online behavior, to provide a comprehensive view of potential leads. By integrating lead enrichment tools with your website visitor tracking system, you can gain valuable insights into the demographics, interests, and pain points of your visitors, enabling more effective lead nurturing and conversion strategies. B2B Website Visitor Identification For B2B companies, identifying which organizations are visiting their site is invaluable. This often involves matching the visitor's IP address against a database of company IP addresses, leading to enhanced lead generation and targeted marketing efforts. By understanding which companies are interested in your products or services, you can tailor your outreach and content to their specific needs, increasing the likelihood of conversion. Businesses have successfully implemented various B2B website visitor identification strategies, leading to impressive results: Intent Signals: Sales teams use website visitor tracking to gain insights into leads, their roles, and the optimal time to reach out. By monitoring visitor behavior and engagement with specific pages or content, sales professionals can identify high-intent leads and prioritize their outreach efforts accordingly. Comprehensive B2B Website Strategy: Integrating ecommerce, UX, SEO, content strategy, data automation, and analytics to maximize ROI. By taking a holistic approach to website optimization, businesses can create a seamless user experience, attract targeted traffic, and convert visitors into leads and customers. Real-Time Visitor Recognition: Identifying high-quality leads for immediate interaction and personalized content delivery. By recognizing visitors in real-time, businesses can trigger targeted messages, offers, or chatbot interactions, enhancing the user experience and increasing the chances of conversion. Visitor Identification Software To streamline the process of website visitor identification, various software solutions have emerged, each offering unique features and capabilities. Some of the top website visitor tracking tools include: SiteStop by Kwanzoo: An AI platform that not only identifies companies but also the real buyers visiting your website. SiteStop transforms anonymous visitors into instant leads by providing complete profiles with full PII, including name, email, mobile phone, and LinkedIn, with complete buyer journeys, allowing for direct sales engagement. Lead Forensics: A comprehensive visitor identification and lead generation tool that provides detailed information about website visitors, including company name and industry. Leadfeeder: A B2B lead generation tool that identifies companies visiting your website and provides insights into their behavior and interests. Leadfeeder integrates with various CRM and marketing automation platforms to streamline lead management. Clearbit: An API-based platform that enriches visitor data with company information, job titles, and details. Clearbit's real-time data can be used to personalize content, trigger targeted campaigns, and enhance lead scoring. Visitor Queue: A visitor identification and lead generation tool that provides detailed information about website visitors, including company name, and industry. Visitor Queue offers integrations with popular CRM and marketing automation platforms. Introducing SiteStop by Kwanzoo SiteStop by Kwanzoo emerges as a game-changer in the landscape of visitor identification. It's an AI platform that not only identifies companies but also the real buyers visiting your website. Here's how it revolutionizes the process: De-anonymization: SiteStop transforms anonymous visitors into instant leads by providing complete profiles with full PII, including name, work email, company, title, mobile number, and LinkedIn URL, allowing for direct sales engagement. Integration: Seamlessly integrates with your preferred marketing automation platform and CRM tools, ensuring leads are actioned through platforms like Salesloft, Outreach, and LinkedIn Sales Nav. Lead Generation: Converts up to 30% of your USA site traffic into leads for sales follow-up, tailored to B2B leads with options for B2C and plain email leads. B2C leads provide first and last name, and personal emails and mobile numbers. Plain email leads simply provide a personal email address. 14-Day POC: Offers a free 14-day proof of concept to demonstrate the platform's capabilities and the quality of leads generated. Steps to Implement SiteStop by Kwanzoo Tag Deployment: Place the provided tag across all pages on your website. Lead Configuration: Configure SiteStop to deliver the type of leads you need, accessed via daily triggered emails or direct integration into your MAP. Sales Engagement: Get your SDRs engaging with real prospects who visited your site with personalized messages. Data Consolidation: Stack on existing account resolution providers to consolidate data into a single stream of identified buyers. The Impact of SiteStop by Kwanzoo By incorporating SiteStop into your visitor identification strategy, you can expect: Enhanced Lead Quality: Identify real buyers, not just companies, and gain insights into their buyer journey. Increased Sales Efficiency: Equip your SDRs with rich data and insights for more effective outreach. Pipeline Growth: Our customers have seen over 80% of the pipeline include net new buyers that would otherwise remain unseen on their website. Kick off a 14-day POC today at https://www.kwanzoo.com/sitestop

You’ve just accepted or started an exciting new role as a Marketing Leader (CMO/Dir/VP) at a high-growth company. Congratulations! And remember the saying: “You never get a second chance to make a first impression” – which essentially means first impressions count. As you prepare to onboard and ramp up, one of the most important things is a solid 30-60-90 day plan. This plan will serve as your roadmap for the first few critical months, outlining key focus areas and helping you drive trust and early wins. Why You Need a Thoughtful 30-60-90 Day Plan A well-constructed 30-60-90 day plan is invaluable for several reasons: It gets you up to speed quickly on priorities, expectations, processes, and personnel. It enables you to methodically assess the current state of affairs and uncover gaps or opportunities. It rallies your new team around shared goals and vision early on. It demonstrates organization and planning to your new manager and executives. It holds you accountable to measurable results in a defined timeline. In general, a solid 30-60-90 day plan sets you up for success out of the gate in your new leadership role. Best Practices in Constructing Your Plan When drafting your 30-60-90 day plan, keep the following best practices in mind: Collaborate with your hiring manager and key executives on priority areas of focus. Use their insights to set the context for your plan. Structure your plan in 30 day intervals, with specific goals and deliverables for each. Balance strategic initiatives (ie: new routes-to-market, account-based framework , product-led motion) and tactical execution (ie: audit of DG, agile marketing) to show innovation. Include a mix of one-time initiatives and ongoing activities that will live on after the 90 days. Build in milestones and check-ins with stakeholders to report progress and solicit feedback. Remain agile and flexible; your plan is an ongoing work-in-progress, and it will evolve as you learn more about challenges and opportunities. Key Elements to Include Now let’s explore some of the essential components to incorporate across your 30-60-90 timeline: First 30 Days Use this initial sprint to focus heavily on learning, discovery, and establishing credibility with your team: Complete all required HR onboarding and orientation programs. Schedule a flurry of 1:1 meetings with key cross-functional leaders to understand their goals and challenges. Conduct a current state assessment via stakeholder interviews, data analysis, audits of budgets/processes/tech stack. Finalize any open headcount needs on your team. Start reviewing existing campaigns, lead gen programs, content assets but resist making big changes prematurely. Get well acquainted with your website, and identify new experiments that will generate quick wins . Begin crafting the broader vision and strategy for your team tied back to company (revenue) goals. Next 60 Days With foundational knowledge gained, utilize this phase to initiate activation, surface early wins and drive momentum through execution: Analyze assessment findings, identify priority gaps and opportunities. Collaborate with the Marketing team. Define success metrics tailored to your function and commit to regular reporting cadence. Start decision making on marketing technology enhancements based on assessment. Develop an integrated marketing campaign plan thru year-end that aligns to company revenue targets. Conduct campaign optimization testing driven by specific hypotheses. Finalize lead gen models that define conversion stages (by account/lead) and shared expectations for sales follow up. Initiate planning for pipeline growth targets and new market expansion. Rally your team around vision, operating principles, and collective priorities Next 90 Days Having executed quick wins and put foundational building blocks in place, optimize on programs showing traction while continuing to fine-tune and iterating where needed: Monitor campaign success metrics and iterate on underperforming elements. Advance implementation of MarTech tools and new automation to boost productivity. Institutionalize governance models and processes to enable scale. Extend integrated campaign calendar and demand gen strategy for the next planning horizon. Partner with Sales leaders on target account selection , air cover campaigns, and joint effectiveness planning. Develop a comprehensive document summarizing marketing strategy and key initiatives for executive team review. Formalize longer-term roadmap for the marketing team aligned back to corporate strategic priorities. Putting Your Plan into Action You’ll need to balance both strategic thinking and tactical blocking and tackling in your first 90 days in the marketing leader hot seat. Be diligent about carving out the time each week to work against your plan amidst competing priorities. The clarity this plan provides will help ensure you start off positioned for success. Use it as your guiding compass while also remaining swift to adapt based on new findings and business realities. Leverage the plan to provide transparency and collaboration with your new manager and sync up frequently on progress. Most importantly, approach this initial period with an open mind, ask tons of questions, and absorb as much as possible about the inner workings of the company so you can ease in as smoothly as possible. Elevating Impact Through Accountability As outlined in the attached 30-60-90 plan template , it’s best to hold accountability to Discovery in the first 30 days, Activation in the next 60, and Optimization in the next 90 as you continue to iterate. This cadence of intentional milestones demonstrates strategic orientation while empowering the marketing team through clarity of vision, transparency, and measurable outcomes. Your obligation as Marketing leader is to ask the right questions, foster trust, spark creativity, and nurture a culture of accountable experimentation. Empowering teams to unlock their full potential at the intersection of left and right brain. The brands that will thrive are those led with conviction to elevate our impact in service of customers, company, and community. Our 30-60-90 plan template sets the stage for the marketing innovation required to propel growth. Closing Thoughts Your first 90 days on the job will fly by lightning fast. An intentional, milestone-driven 30-60-90 plan allows you to hit the ground running as a marketing leader. It enables you to ramp up swiftly, assess opportunities for improvement, and start driving measurable impact. While every company and marketing function is unique from one another, adhering to a plan with similar steps above will help ensure your early tenure exceeds all expectations. On behalf of all of us here at Kwanzoo , we wish you tremendous success ramping up in your new Marketing Leadership role. You’ve got this!