Emerging categories of products and solutions are unique and exciting because of their potential to shape the industries they have presence in, It reqires strategic demand generation.

In the complex world of enterprise B2B marketing, generating demand for innovative solutions requires more than just traditional lead generation tactics. This is especially true when the solution itself represents an emerging category that customers may not yet know they need. Kezzler’s approach to demand generation and content syndication offers valuable insights for B2B marketers facing similar challenges.

The Interplay of Education and Demand Generation

“Large enterprises typically have complex buying processes involving multiple stakeholders that we need to target with different types of content over a fairly long time,” explained Marie Pettersson, CMO and GM in APAC at Kezzler. This observation underscores a crucial reality in B2B marketing: the need to educate before you can generate demand.

Marie Pettersson

For Kezzler, which provides digital product identity solutions to enterprise clients, this means carefully orchestrating marketing campaigns that guide prospects through a comprehensive awareness-to-action journey. “The sales processes are long. Demand generation is kind of a subtle add-on. It’s not a clear conversion point,” Marie noted, highlighting the need for patience and strategic thinking in B2B demand generation.

This perspective resonates strongly with Acumen Intelligence, a leader in global demand generation, whose Vice President of Global Strategic Alliances, Ameer Alavy said, “For marketers, it’s all about results. Brand marketers are under pressure – they’re spending X amount of dollars and need to see returns. They are accountable as senior decision makers in an organization.

Ameer Alavy

“When brand marketers and partners like us collaborate to embrace challenges head-on, magic happens. Each obstacle becomes a springboard for innovation which often reveals opportunities for both parties. This creates win-win partnerships.”

Acumen Intelligence has extensive experience partnering with leading tech companies around the world. Ameer said, “Over the years we have successfully executed numerous programs, always with a focus on delivering exceptional results.

Strategic Content Syndication in a Global Context

Kezzler’s approach to content syndication reflects the complexities of serving a global, multi-industry market. “We are syndicating ourselves manually through our partners, through our different channels that we work with,” Marie explained. This hands-on approach ensures their specialized content reaches the right audience across different geographical markets and industry segments.

The company’s emphasis on building strong relationships with agency partners aligns with Acumen Intelligence’s philosophy on successful B2B marketing. “Trust and relationships are fundamental in B2B marketing. You’re not just selling a product; you’re building long-term partnerships that require mutual understanding and respect,” Ameer pointed out.

Balancing Technology and Human Expertise

In an era dominated by AI and automation, Kezzler maintains a deliberate balance between leveraging technology and preserving human expertise. “The human touch in our team is very high,” Marie shared, while also noting that she encourages her agency partners to embrace AI tools for enhanced productivity. “I’ve been pushing hard for that to make sure they are as productive as possible. I will get more from them if they are applying AI as a technology in their daily work.”

This balanced approach – leveraging technology while maintaining the human element – is particularly crucial when entering new markets or industries. As Marie pointed out, sometimes it takes “almost a year of awareness-building” before shifting focus toward lead generation activities.

Building Trust Through Market Education

For companies operating in emerging solution categories, as Kezzler does, demand generation becomes inextricably linked with market education. “The lead generation is driven more by the markets’ requirements. And they don’t know yet that the solutions exist, because (solutions) are new and/or are being developed,” Marie explained.

“When brand marketers and partners like us collaborate to embrace challenges head-on, magic happens. Each obstacle becomes a springboard for innovation which often reveals opportunities for both parties. This creates win-win partnerships.”

This reality requires a different approach to demand generation – one that prioritizes building trust and understanding over quick wins. It’s about helping potential clients understand not just what your solution does, but why it matters to their business.

Key Takeaways for B2B Marketers

In closing, there are crucial principles to be aware of for effective B2B demand generation. For the industry that Kezzler operates in, it helps to:

Recognize that education often precedes demand, especially in emerging categories

1. Build strong, trust-based relationships with partners and agencies
2. Take a long-term view of demand generation, allowing time for awareness building
3. Balance technological efficiency with human expertise and authentic relationships
4. Adapt content syndication strategies to serve specific geographic and industry needs

For B2B marketers navigating complex sales cycles and emerging solution categories, success lies in building trust through strategic demand generation and thoughtful content syndication. It’s about creating a foundation of understanding and credibility that supports not just immediate lead generation, but long-term market development and growth.