Memo 1: what Demand Memo is for
Notes on how B2B companies create demand, written for the people who have to do it on Monday.
By Demand Memo staff1 min read
To: anyone whose job is to create demand for a B2B product. From: the Demand Memo desk. Re: what this publication is, and what it is not.
Demand generation has more frameworks than evidence. Every quarter brings a new word for the funnel and a new vendor to measure it. Demand Memo writes memos, not frameworks: one question per memo, what is known about it, where the evidence is thin, and what we would do.
The questions we take
How much of a B2B pipeline comes from content, and how anyone would know. Whether paid social works for a product with a long sales cycle. What outbound looks like when every inbox has a filter for it. Where partnerships pay and where they only produce logos. How product-led motions change what marketing is for. And the measurement arguments underneath all of it, which are usually the real argument.
How a memo is written
We start from the evidence: published data, named sources, the experience of people who run these programs. We say what each source is and who paid for it. Where the evidence runs out, we say so and give our own view as a view. Each memo ends with what we would do, in plain steps.
Who publishes this
Demand Memo is published by Good Standing Media. When a memo concerns a company the publisher has a stake in, it says so at the top.
Replies
hello@demandmemo.com. Disagreement is welcome and gets a reply.