The Demand Gen Guide Volume 2: Early-stage content and account coverage
By the time an opportunity shows up in your CRM, the shortlist is already forming. This volume explains the plays B2B marketers need to shape buyer perception and get discovered before decisions are made.
What you'll find inside
The Demand Gen Guide is a practical, ongoing series from Iron Horse and NetLine, built for modern B2B marketers navigating constant change. Each volume delivers clear insight into what's changed, why traditional tactics fall short, and the exact, tested plays you can use to drive qualified demand, pipeline and revenue—without the fluff.
Here’s what you’ll learn in volume 2:
- How to create content that shapes early buyer perception before shortlists form
- How to reach every role in the buying group—not just one or two contacts per account
- Two 30/60/90-day quick-start plans to put the plays into action
Missed volume 1? Click here for our playbook covering AI search and paid media.
Your questions, answered.
The Demand Gen Guide is an ongoing series from Iron Horse and NetLine built for B2B marketers who want practical, actionable plays—not theory. Each volume focuses on a specific challenge and delivers clear, tested approaches for driving better demand.
This volume focuses on two challenges: creating content that shapes early buyer perception, and getting discovered before shortlists form. It includes six plays and two 30/60/90-day quick-start plans for putting them into action.
The plays come from Iron Horse and NetLine's firsthand experience working with B2B marketing teams. They reflect what's actually working—not best practices in the abstract.
Yes. Iron Horse is a B2B growth marketing agency that helps companies get discovered and get chosen. If you want support building and executing programs around these plays, let's talk.