Weak brand authority. Random lead generation. Unpredictable pipeline. Marketing ROI you can't prove.
These are the common problems we help solve with our always-on demand generation programmes. Our multichannel approach builds authority to drive future demand, while capturing today's high-intent buyers.
Demand Generation
You can't force a need in complex B2B sales and you're not in control of when buyers come to market. You need to build familiarity and trust so that when they do, you are top of mind.
Our demand generation approach helps you become the go-to-company in your niche through expert-led, research-backed thought leadership.
We distribute your content in multiple forms, optimising the channels your buyers use today, from LinkedIn, YouTube, Podcasts, Reddit, LLMs & communities.
Outcomes
- Greater visibility and stronger brand authority
- Higher-quality inbound opportunities
- Faster conversion when buyers are ready
- Compounding momentum over time
Demand Capture
Today's buyers are invisible. This forces many B2B firms to 'spray-and-pray' their entire market, which is inefficient, expensive and can burn audiences who aren't ready to engage.
This is where demand capture comes in. Rather than broadcasting to everyone, demand capture focuses on converting high intent organisations who are in-market - or about to be.
Traditional demand capture was focused on search, ads & review sites. Modern demand capture goes further. It uses intent signals and account insights to identify likely buyers. Then, with automated, AI-assisted outreach across multiple channels, it engages them at the right time, with the right message.
Outcomes
- Improved short-term pipeline
- Increased prospecting efficiency
- Lower acquisition costs
- Better ICP-fit opportunities
Who We Work With
We work with scale-ups and ambitious, mid-sized businesses through to established, large enterprises in:
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B2B Tech/IT Services
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Consulting
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Complex SaaS/Software
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High-Tech Manufacturing
Generating demand in complex B2B sales is a different discipline. Long sales cycles, large buying groups and a market where only 5% are active, means short-term campaigns and linear funnels don't cut it.
Founders and CEOs
Growth targets are demanding, board scrutiny is high, and if you're PE-backed, the pressure to demonstrate commercial progress is relentless. Marketing is a significant investment and you need confidence it's contributing to pipeline and revenue, not just generating activity.
We work with CEOs to build demand generation programmes that are accountable to commercial outcomes. Clear strategy, measurable ROI, and a team that understands what it means to operate in a complex, high-value sales environment.
Marketing Leaders
You're responsible for pipeline quality with limited budget, a stretched team, and growing pressure to do more with less. Every investment needs to be justified, and the expectation to deliver results quickly and efficiently has never been higher.
We provide the specialist expertise and execution resource that most in-house teams don't have. From strategy and content to HubSpot and channel management, we work as an extension of your team so you can focus on the work that needs your attention most.
Demand Generation Leaders
Buyer behaviour has shifted significantly. The tactics and channels that drove results a few years ago are delivering diminishing returns, and the bar for what constitutes effective demand generation has risen considerably.
We work with demand gen leaders to modernise their approach. That means intent-led targeting, sophisticated multi-channel outreach and channel-first content strategies built around how B2B buyers research and engage today.
Fractional CMOs
You're guiding marketing strategy across multiple clients, each with different priorities and varying levels of internal capability. The strategic thinking is there, but time and bandwidth to execute consistently across content, technology and channels is a constant headache.
We act as a trusted execution partner for fractional CMOs. You maintain strategic oversight and client relationships. We help execute your programmes reliably, to the standard your clients expect.
Benchmark yourself with our Demand Generation Scorecard
Assess your marketing programme across 5 key areas and get a benchmark against the authority-led, demand gen best practices of 70+ B2B brands. You’ll receive a score and a bespoke report showing where you have the biggest opportunities to modernise and scale demand.
Services delivered individually, or together as a full programme
Demand Generation
Strategy
We'll audit your current approach and design a demand programme tailored to your specific objectives and market. We'll help develop your ICP, niche, value proposition, messaging, buyer journey and programme plan with measurable KPIs. We continually experiment and review performance data to improve your strategy.
Technology Engineering (HubSpot)
We turn HubSpot into the core platform to run your demand gen programme inc. CRM set-up, data mgmt., lead workflows and tight marketing/sales alignment. We integrate modern AI tools to leverage intent, automation, content distribution, personalisation and multi-channel outreach. And we provide a full range of HubSpot implementation & support services.
Content & Channel Optimisation
Working with your subject matter experts, we'll uncover valuable insights to create thought leadership and buyer enablement content - for each stage of the buyer journey. As part of a structured programme, we'll repurpose, distribute and optimise content across the channels where your buyers self-educate, such as LinkedIn, YouTube, Reddit and LLMs.
Website Build & Conversion (HubSpot)
We build beautiful, conversion-led websites on HubSpot that help buyers self-serve with journeys that match how they research and evaluate. We make it easy for marketing teams to move quickly without waiting on developers. And because it connects to your CRM, every visit can feed intent, routing and attribution, turning interest into opportunities faster.
As a group of specialist consultants, it’s important for us to be seen as the thought leaders within our space. ROMI's approach to producing and distributing content has cemented our position as one of the leading risk management & security consultancies in the world.
Richard HuntFounder and CEO - Turnkey
Rarely is a recommendation based on truly positive business change. But this has been the case with ROMI. They deployed HubSpot across Marketing, Sales & Service - and the results have been staggering. If you’re not working with these guys, you need to be.
Jamie KeddieMarketing Director - Risc IT Solutions
We've been working with ROMI over an 8-year period, across two of our businesses - Autaro and Oosha. They have been very much part of our team and a trusted business adviser, not just for marketing but for sales and growth too.
Matthew NewtonFounder - Autaro & Oosha
ROMI has been an invaluable partner in helping to execute our marketing strategies through HubSpot. Not only did they fulfil all their promises, but also exceeded our expectations, ensuring we're harnessing the platform's full potential for maximum value.
Mark Bishop Regional Marketing Director - ThingTrax
ROMI’s support has been instrumental in helping us deliver our content programme. Not only is the quality of their content excellent, they’re able to produce it quickly - exactly what you need when you’re running a thought leadership programme at scale.
David BarakChief Marketing Officer - CloudPay
ROMI not only created our new website, but also played a crucial role in reshaping our business positioning. They built a new site, while demonstrating a deep understanding of our customer journey and delivered in a demanding timeframe.
Alex CookDirector of Marketing - Juniper Education Group
We enlisted the expertise of ROMI to implement HubSpot CRM and its accompanying Sales and Marketing Hubs. Thanks to ROMI, we are now leveraging HubSpot's features to their fullest potential, and the positive impact on our business is evident.
Veronika KinstovaHead of Marketing - TjeKvik
We've been working with ROMI for more than 5 years. Their support and advice with our strategy, positioning, website, online presence, SEO and lead generation, is always on the mark.
Sian KellyManaging Director - Inform Accounting
We’ve had a mixed experience with agencies. But working with ROMI has been fantastic. They support us with thought leadership, HubSpot, web & strategic projects. They have really helped us scale our marketing programme – and we're seeing the results.
Michael CodenGlobal Director of Marketing - Ciklum
The ROMI team demonstrates that rare combination of creative flair and project management discipline. They provide an 'x' factor that brings polish and style to their work. They ensure deadlines are met with clear and fair commercial arrangements. Highly recommended!
Dr John Blakey CEO - John Blakey
ROMI are always responsive, helpful, and understanding about meeting our needs. They've been particularly helpful with the technical side of HubSpot across multiple website migrations and changes. I don't hesitate to recommend them.
Ben MillerMarketing Director - mpro5
Truth, Lies & B2B Growth
A B2B Marketing Podcast
As a group of specialist consultants, it’s important for us to be seen as the thought leaders within our space. ROMI's approach to producing and distributing content has cemented our position as one of the leading risk management & security consultancies in the world.
Richard HuntFounder and Managing Director, Turnkey Consulting
ROMI has been a key part of our growth as a business over the past 5 years. They understand our business so well that they are able to provide clear direction for marketing. ROMI has helped us establish a leading position in what is a highly competitive space.
Matthew NewtonCo-Founder, Oosha
We approached ROMI with a blank sheet of paper and challenged them to work with us to shape our market proposition and differentiate our firm from traditional HR and FoW consultancies. We now have a much stronger platform to share our thought leadership with the world.
Laurence CollinsFounder & Partner, Digiworkz
ROMI has been invaluable in helping us launch the brand with clear direction on the key steps from day one. They are prepared to be held to account against KPIs, but they genuinely care about our business and we love the fact they always tell it how it is.
Franki HaleDirector, Tiviti
We've been working with ROMI for more than 5 years. Their support and advice with our strategy, positioning, website, online presence, SEO and lead generation, is always on the mark.
Sian KellyManaging Director, Inform Accounting
ROMI was a key strategic partner who helped us get clarity over what made us special and then ensured our market knew that too. They ran a programme of marketing activity that drove greater awareness, demand and helped generate sales.
Martyn ProctorManaging Director, Integrc
ROMI’s support has been instrumental in helping us deliver the content programme we want to. Not only is the quality of their content excellent, they’re able to produce articles quickly - which is just what you need when you’re running a thought leadership programme at scale.
David BarakChief Marketing Officer, CloudPay
We never wanted our partnership with ROMI to feel like an agency/supplier relationship: we wanted them to become an extension of our team and they’ve fitted in really well. Their quick turnaround with content and their agility was important, especially through COVID-19 where we wanted to show our customer-centric attitude more than ever.
Claire NicollHead of Marketing, CitNOW
Content is really important to us, and putting together the right content and using it in the right places helps us maintain our position. ROMI has really helped to mould us into new ways of thinking about content and how we approach creating it.
Carol FairchildChief Customer Officer, CitNOW
ROMI really understand what it means to work in B2B marketing. And that takes a particular level of understanding and a kind of empathy to understand the type of challenges that B2B businesses face.