Discover effective strategies to generate demand and measure results for your B2B marketing campaigns successfully.

Adding another B2B marketing channel only helps if your team can capture the interest it creates and evaluate whether that investment is working. A promising traffic report is not the same as evidence that a campaign generated additional demand.

In How To Create Demand You Can Actually Convert (And Prove), Shaun Bruno, Senior Growth Marketing Manager at CallRail, and Colin Saunders of Matter Made explained how they approached channel selection, secured funding for tests, and measured results before scaling spend.

Bruno described how CallRail simplified its marketing mix around paid search and the landing pages needed to convert existing demand. The team then strengthened measurement, clarified its ideal customer profile, and built out consideration and retargeting programs before investing further in awareness.

That sequence mattered more than copying CallRail’s full channel mix. As Shaun Bruno put it:

“But the important takeaway is that you don’t need to run all these channels.”

His broader point was that the bottom of the funnel needed to support the demand created at the top. More reach would not repair a landing page, offer, or follow-up process that failed to convert interested buyers.

Saunders distinguished between the buying patterns his agency encountered among smaller businesses and enterprise accounts. For SMB and mid-market programs with existing search demand, paid search offered a way to reach people actively researching a solution and establish acquisition benchmarks.

Enterprise programs often needed more education and time to engage a buying group, so his team leaned more heavily on paid social.

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