The case for an 'always-on' and demand gen strategy: Why you can't afford to pause
Hitting pause on your marketing is like pressing ‘stop’ on your business growth. As a minimum, businesses need an 'always-on' marketing approach to stay visible, credible, and competitive. And to support demand gen (often referred to as lead gen), it should be complemented by more advanced marketing strategies–like ABM.
Here are just a few reasons why:
Companies posting regular content rake in 67% more leads than quieter competitors.
Businesses with active blogs see a 55% boost in website traffic and conversions.
74% of B2B buyers are doing over half their research online before they even think about talking to sales.
But it isn't just about filling your funnel. It's about cementing your brand as the go-to authority in your industry. Consistency is key here. Inactivity or irregular engagement can lead to missed opportunities and lost momentum, which can be challenging to regain.
Here's another interesting fact for you: 80% of decision-makers engage with both social media and blogs. That means if you're not showing up, you're missing out. Businesses that are consistently visible, informative, and engaging are the ones that see the revenue.
Keen to learn more? In this blog, we’ll look at why an 'always-on' strategy is essential for long-term growth and how it can also attract immediate leads through additional marketing tactics. P.S. We’ve packed it with stats to prove the points. 🔍
Always-on vs demand gen marketing strategies
Businesses need a constant presence to stay competitive. This is where 'always-on' marketing and demand gen (AKA lead generation) strategies come into play. While these approaches work hand in hand, they have distinct characteristics and goals:
Always-on marketing VS Demand generation
Focus: Brand awareness and authority VS Capturing and nurturing leads
Timeframe: Long-term, continuous VS Short to medium-term
Primary goal: Stay top-of-mind (generate demand) VS Fill sales immediate pipeline (capture demand)
Key metrics: Website traffic, engagement, brand recognition, revenue VS Number of leads, conversion rates, revenue
Typical tactics: Content marketing, SEO, social media VS Targeted ads, email campaigns, ABM
Always-on marketing
An 'always-on' approach means maintaining a consistent presence across all channels. Unlike campaign-driven efforts that focus on specific periods, this strategy keeps your brand visible and active at all times.
It's about being there whenever your audience is ready to engage. Whether they're researching solutions, considering a purchase, or looking for industry insights, your brand is present and ready to provide value.
Demand generation
While always-on marketing builds longer-term and sustainable sales pipelines, demand generation (or lead generation) focuses on capturing and nurturing potential customers right now. Think quick-wins.
Effective lead gen might involve:
Targeted ads to attract potential clients
Email campaigns to nurture leads
Account-based marketing (ABM) to focus on high-value prospects
Why it matters
Thinking of just opting for the lead gen and quick-wins approach? Think again. The numbers speak volumes about the importance of an ‘always-on’ approach:
These stats highlight the need for both constant visibility and a steady stream of valuable content to engage potential customers.
Combining always-on with demand gen strategies
As we’ve just touched on, the most effective businesses don't choose between always-on marketing and lead generation–they combine them. This integrated approach allows you to:
➡Address short-term needs (quick leads through ABM or paid ads)
➡Build towards long-term goals (increased brand visibility and authority through content and SEO)
➡Maintain a steady pipeline of leads while also increasing overall brand awareness
➡Be ready to engage prospects at any stage of their buying journey
By continuously engaging with your audience and nurturing relationships, you build momentum that a campaign-only or just an always-on strategy simply can't match.
We appreciate, when budgets are tight, pausing marketing may be a thought. So, let’s weigh up this option…
Weighing the costs: Pausing vs. continuity in marketing
Before making a decision, you need the facts. Here, we are going to break down the costs and benefits of pausing vs maintaining marketing:
The hidden costs of pausing
❌Loss of visibility:
SEO rankings drop, hard to regain
Competitors overtake your position in search results
42% of marketers say content and SEO provide highest ROI
❌Empty sales pipeline:
Lead nurturing stops, relationships stagnate
73% of B2B buyers engage with multiple content pieces during research
Missed opportunities when not visible at crucial decision points
❌Trust erosion:
Rebuilding audience trust requires more effort than maintaining it
Disengaged audience becomes harder to re-engage
The compounding benefits of continuity
✅Strengthened SEO and brand authority:
Consistent content creation boosts visibility over time
Companies publishing 16+ blog posts/month generate 4.5x more leads
Become a go-to resource in your industry
✅Robust lead generation:
Keeps audience engaged throughout the sales funnel
Reduces likelihood of prospect drop-off
Increases conversion chances when leads are ready to buy
✅Agility and responsiveness:
Adapt to market changes and trends in real-time
Use real-time data to personalise campaigns
Maintain relevance in a dynamic market
But wait, there’s more…
Long-term ROI of always-on marketing
✅Sustained growth: Both in brand equity and revenue.
✅Competitive edge: Stay ahead in a crowded market. Build momentum that's hard for competitors to match.
*We’ve actually seen a client’s competitors quickly invest in marketing when they’ve started to steal market share.
💡Quick tip: If resources are tight, don't just stop. Scale back strategically. A consistent, even if reduced, presence beats radio silence every time.
Going beyond with demand gen marketing strategies
Let’s now focus on the additional strategies that can accelerate lead gen and deliver those quick-wins. These are just a handful of examples:
Effective lead nurturing ♥
One of the key benefits of an always-on approach is the ability to nurture leads continuously. Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost.
This is achieved through consistent engagement methods such as tailored email campaigns, relevant content distribution, and strategic remarketing. For B2B sales with longer cycles, these regular touchpoints are crucial in building trust and keeping your brand in consideration.
Continuous Account-Based Marketing (ABM) 🎯
Account-Based Marketing thrives on consistency, and an always-on strategy perfectly complements this approach. With 87% of marketers reporting higher ROI from ABM compared to other activities, it's clear that sustained engagement with key accounts pays off.
By maintaining ongoing communication, you can evolve your messaging to align with relationship growth, potentially reducing sales cycles through stronger connections.
Supporting the full customer journey 🔄
With 47% of buyers consuming 3-5 content pieces before engaging with sales, it's crucial to support the full customer journey. An always-on content strategy allows you to provide valuable information at every stage.
From informative blogs and social media presence during the awareness stage, to in-depth whitepapers and case studies for consideration, and finally product demonstrations and client testimonials at the decision stage, you can guide leads through their journey effectively.
To sum up: An always-on approach is the basis for marketing. From here, you can boost lead generation with strategies that can quickly capture attention and nurture leads at every stage of their journey.
We’ve covered a lot of ground so let’s now recap the key points. 👇
Key takeaways
#1. Consistency is king: 'Always-on' marketing boosts visibility and SEO. Inactivity risks long-term momentum loss
#2. Engage continuously: Constant nurturing keeps leads flowing. Guide prospects through their entire journey.
#3. Pausing costs more than you save: Lost leads, rankings, and trust are hard to regain. Maintaining is easier than rebuilding
#4. Automate and outsource: Use tools to streamline tasks. Lean on experts to deliver the work for you.
#5. Stay agile: Adapt to market shifts quickly. Continuous optimisation keeps you competitive.
Outsourcing to B2B marketing experts may be your smartest move. They can jump straight into supporting you and at a fraction of the cost of hiring a full-time marketing team.
Keen to get started? Drop us a note today.