Today we're sharing tips and advice from another module in the Stage 2 Capital Catalyst Curriculum, focusing on demand generation.
I've built quite a few demand generation programs over the years, and I'll be honest - starting from scratch is challenging. But it's also exciting because you get to design something with a clean slate. I was excited to write this module because even with all the new tools emerging daily, the fundamentals of connecting with your audience haven't changed.
During this module, Mark Roberge, Co-Founder and Managing Partner at Stage 2 Capital, walked us through the ins and outs of demand generation, and here's what we learned.
Think of it as finding the right customers in a way you can repeat and scale. Mark says that success comes down to understanding your specific situation. “There is no universally optimal demand generation channel. The optimal demand generation is correlated to the business context. Mark defines context through 3 lenses: Product, Buyer, and Company.”
These factors aren’t just details, they’re foundational. The context around your product, your audience, and your stage of growth impacts which strategies will work and which will fall flat.
Mark broke it down with a simple example: “Take cold calling—it works great for salespeople because they’re used to taking calls from potential customers and are comfortable on the phone. But engineers? Not so much. They don’t like to talk on the phone—they want to try stuff, and they pride themselves on being technical. This is why PLG works great for this audience.”
When you customize your approach, you're much more likely to connect with the right people, at the right time, in the right way.
Mark shared some examples by outlining common demand generation channels used in tech startups, which contexts are appropriate for each, and why.
Remember, each channel shines in different situations, depending on things like how complex your product is and where it’s at in terms of scale. What's equally important to understand is that demand generation channels evolve over time. When the telephone first emerged, cold calling was a revolutionary way to reach prospects – until it became so widespread that consumers developed resistance and tools like the Do Not Call list emerged. We've seen similar patterns with direct mail, email marketing, and content marketing. Each channel has its moment of peak effectiveness before market saturation drives buyers to tune out.
With this evolution in mind, let's explore three demand generation channels that are currently showing promise:
Micro-Influencers: Teaming up with trusted voices who have 20,000 to 100,000 followers in your space. It takes work, but these influencers often have incredibly engaged, trusting audiences.
Community-Led Growth: Building a space where your customers can learn from each other, share experiences, and connect. Unlike PLG, CLG is all about building relationships and providing value before talking sales. Just look at what Figma's done with this approach.
In-Person Events: They're making a comeback, giving businesses a chance to create memorable moments and real connections with prospects.
Want more details on each channel? Check out Mark's article, "6 Demand Gen Channel Options for Startups: Which is Best for You?" on the Stage 2 blog.
Having explored the various demand generation channels, let's look at two specific approaches covered in this session: inbound content marketing and paid advertising. In future sessions, we'll explore detailed execution strategies for other channels including outbound, ABM, and more
One of the most powerful tools for demand generation is inbound content marketing. Mark walked us through a simple system for creating a steady flow of content that connects with your audience.
Here's how it works:
Record the conversation so nothing gets lost. Remember, you can repurpose the video clips on social by using tools like Riverside or Descript to quickly edit 15-30 second sound bites.
"Your team has the knowledge—you just need someone to capture it and package it in a way that resonates with your audience," Mark said. "And with AI tools, that packaging process becomes much more efficient."
The result of all of this? A content engine that builds awareness, establishes your authority, and drives traffic to your website—all while leveraging AI to work smarter, not harder.
Paid marketing often gets dismissed as expensive and unsustainable, but Mark shared a different perspective: think of it as a learning tool.
Paid ads let you test ideas quickly without committing big resources. For example:
“You can test 10 ideas and know what works in just a matter of days or weeks,” Mark explained.
Paid marketing isn’t just about quick wins—it’s about gathering insights that can inform your broader strategy. Once you’ve gathered data from paid campaigns, you can refine your content and targeting for organic channels, creating a feedback loop that sharpens your overall demand gen efforts.
Success in demand generation takes patience, creativity, and flexibility. As Mark reminded us: "The next wave of opportunities is always just around the corner - you just need to stay tuned in to your context."
Stay tuned for our next module, where we'll explore Outbound, Account-Based Marketing, and Account-Based Sales strategies to make your demand-gen engine even stronger.