Build a demand engine that generates qualified pipeline predictably.
Not lead volume. Not impressions. Pipeline — the kind that closes. Agni Consulting designs and runs B2B demand generation systems for SaaS and Fintech companies that need revenue, not reports.
Most B2B demand gen is generating activity, not pipeline.
MQLs going cold
Leads enter the funnel and disappear. No nurture. No follow-up logic. No feedback loop between marketing and sales to understand why.
CAC nobody can explain
Budget spread across 6 channels, none measured properly. No attribution. The CFO asks where the money went and marketing can’t answer.
Content without distribution
Blog posts published. LinkedIn articles posted. Traffic flat. Because content without a systematic distribution strategy isn’t demand gen — it’s hope.
A demand engine, not a campaign.
ICP + Channel Selection
Start with reality: who are your closed-won customers, what do they have in common, where do they spend time. Then select the 2–3 channels that match that behaviour and go deep — not the 6 channels that look good in a deck.
Pipeline-Oriented Campaigns
Campaigns measured by pipeline generated, not leads created. Every campaign has a hypothesis, a budget, a minimum runtime, and a decision point. No campaigns run on vibes.
Lead Scoring + MQL Alignment
A behavioural scoring model that reflects actual buying intent — not just form fills. Agreed in writing between marketing and sales before a single lead is handed off.
Nurture + Mid-Funnel
Persona-specific nurture sequences that deliver value before asking for anything. Post-demo follow-up. Re-engagement tracks for cold leads. The mid-funnel is where most demand gen dies — and where we spend the most energy.
Attribution + Reporting
Full UTM governance, lifecycle stage tracking, and a dashboard that shows pipeline by channel, CAC trend, and MQL-to-SQL rate. Reviewed weekly, not quarterly.
Sales-Marketing Alignment
Weekly sync. Shared ICP definition. Agreed MQL criteria. Feedback loop on lead quality. The operational glue that makes demand gen actually convert to revenue.
What we run — and what we don’t.
LinkedIn ABM
Targeted account lists, persona-specific creative, coordinated SDR outreach.
Content SEO
Keyword-driven content with genuine depth. Optimised, distributed, and tracked to pipeline.
Outbound + Nurture
Intent-driven outbound sequences and behavioural nurture that converts without spamming.
Partner + Referral
The most efficient CAC channel when built properly. We design the programme and the economics.
Demand gen results from real engagements
MQL→SQL lift. B2B SaaS, Canada. Rebuilt lead scoring and aligned MQL definition across marketing and sales. 6 weeks.
Pipeline velocity. Fintech, Australia. Mid-funnel rebuild: demo framework, post-demo nurture, behavioural scoring. 8 weeks.
Email-to-meeting rate. Series A HR Tech, UK. AI-assisted persona-specific nurture sequences. Runs autonomously.