Customer-Centric B2B Demand Generation

A Playbook for
Growing Service Businesses

Traditional approaches to B2B business development can certainly generate leads. But most of the time, those leads aren’t turning into long-lasting relationships. And B2B businesses like yours are definitely built on relationships.

Your potential clients don’t want to be sold. They’re tired of spammy emails and a barrage of bland ads and offers. They want to find answers to pressing questions on their own terms. They want to be listened to, helped and appreciated. They want solutions and an easy experience that caters to their unique needs and challenges.


Changing buyer expectations, digital innovation and new business models represent challenges for business owners who can’t keep up. And the rate of change is accelerating in the post-pandemic world. What hasn’t changed is this: service businesses thrive on relationships.

B2B service businesses thrive on relationships.

Those relationships are strengthened by knowing where customer and business goals meet and acting on this insight to build a more customer-centric business model.

In this playbook, we provide a step-by-step approach to developing a modern demand generation strategy and system for small service-based businesses that is customer-centric, insight-driven, digitally enabled and adaptable

Our playbook gives you a step-by-step approach to:

  • Develop a demand generation strategy and system that produces results
  • Make your sales funnel more customer-centric
  • Build long-lasting customer relationships
  • Measure, learn and adapt to optimize performance
playbook inside

Grow your B2B business using customer-centric demand generation