Demand Generation Blog

Generating awareness and grabbing the attention of potential customers who don't yet know your brand exists is one of marketing's greatest challenges. Top-of-funnel leads represent prospects in the earliest stage of their buyer's journey—they have a problem but may not fully understand it yet, and they certainly don't know you have the solution. Unlike bottom-of-funnel prospects who are ready to buy, top-of-funnel leads require a different approach. They need education, not sales pitches. They want value, not product demos.

Short-form video has evolved from a social media trend to a marketing essential. With platforms like TikTok, Instagram Reels, and YouTube Shorts commanding billions of views daily, businesses that ignore this format risk falling behind competitors who've already mastered the art of bite-sized content. Let's explore why short-form video deserves a central place in your marketing strategy.

Marketing feels increasingly mechanical. Businesses bombard customers with feature lists, statistics, and promotional offers, hoping something will stick. But there's a more powerful approach hiding in plain sight: storytelling. When done right, storytelling doesn't just communicate what you sell—it reveals why you exist and why customers should care.

Modern consumers expect more than generic experiences. They want companies to understand their preferences, anticipate their needs, and deliver interactions that feel genuinely tailored to them. This shift has pushed businesses to rethink how they engage with customers, moving away from one-size-fits-all approaches toward sophisticated, technology-driven personalization strategies.

Google Ads can feel overwhelming when you're staring at dozens of campaign settings, bidding options, and performance metrics. You know the platform has potential—after all, businesses make $8 for every $1 they spend on Google Ads—but turning that potential into actual results requires strategy. Whether you're launching your first campaign or looking to improve existing ones, these proven tactics will help you get more clicks, conversions, and revenue from your advertising spend.