B2B Demand Generation Agency content, LinkedIn, webinars and events, so your named accounts recognise you before outbound starts.
ORRJO is a UK B2B demand generation agency: we warm your named accounts with content, LinkedIn, webinars and events before outbound starts, for well funded startups through to large corporates. Most agencies skip demand gen entirely and then blame the SDRs when conversion drops. The problem isn't the sequence. It's that nobody's heard of you.
Warm the market before the call.
Aveni: 500+ meetings booked across the partnership, now in its fifth year. Read the Aveni case study →
Demand gen runs first. When prospects receive your outreach, they already recognise the brand, they've seen the content, they've got a reason to trust what they're reading. That's the difference between a cold call and a warm one.
Why does outreach land better when the prospect has heard of you?
On a cold call, if the person has never heard of you, most of the opening goes on explaining who you are. When they recognise the name, you're not laying foundations any more. The same is true of an email that gets opened and a LinkedIn message that gets a reply.
That's what demand generation is buying. An opening that starts warm, everywhere your name lands.
Part of: Be known before anyone calls. First step: the webinar pipeline calculator. Also in this door: webinars and events and LinkedIn ghostwriting.
The Definition
What is the difference between demand generation and lead generation?
Lead generation captures intent at the moment it is there.
Demand generation builds the pool of people who will have intent in the first place.
They work best together, with demand running ahead of outbound.
New to the term? Read what demand generation is and how it works, or our guide to when to use demand gen and lead gen.
If you need pipeline inside thirty days, demand generation is the wrong first spend, and we would rather say that now.
Demand Generation in brief
| Price | Channels and cadence scoped and priced on a discovery call. Most clients invest £4,000 to £50,000 a month. What moves the price: which channels we run, how often they run, how many webinars a year and how many leaders we ghostwrite for. |
|---|---|
| What is included | Webinars, ABM warming, founder LinkedIn ghostwriting, content strategy, organic LinkedIn distribution, podcast strategy and clips, and dark social. |
| Paid ads and social | LinkedIn Ads, Google Ads and social media management run inside Demand Generation. You pay the media spend directly to the ad platforms. |
| Who it is for | B2B companies that have outgrown referrals, or whose outbound lands cold because buyers do not recognise the name. |
| How it starts | A 30 minute discovery call to scope channels and cadence, then a research phase on your audience before anything is built. |
| With Lead Generation | Demand runs ahead of outbound, so prospects recognise the brand before the call. Run both and bundling comes at a discounted combined rate. |
| Proof | Aveni (Demand Generation + Lead Generation): 500+ meetings booked across a partnership now in its fifth year, with 98% attendance. LifeLink: 185 registrants across four webinars and 14 meetings from those registrants. Pulsion: 280 webinar registrations, and webinar follow-up booked 19 meetings in 4 weeks. |
How much does demand generation cost?
ORRJO Demand Generation is a monthly retainer, with channels and cadence scoped and priced on a discovery call. Most clients invest £4,000 to £50,000 a month. What moves the price: which channels we run, how often they run, how many webinars a year and how many leaders we ghostwrite for.
Run it alongside Lead Generation and bundling comes at a discounted combined rate.
What does ORRJO Demand Generation include?
ORRJO Demand Generation includes webinars, ABM warming, founder LinkedIn ghostwriting, content strategy, organic LinkedIn distribution, podcast strategy and clips, and dark social.
The channels and cadence for your programme are scoped on a discovery call. See webinars and ABM warming.
What results has demand generation delivered?
LifeLink, an ORRJO Demand Generation client, had 185 registrants across a series of 4 webinars and 14 meetings booked from those registrants. Pulsion's webinar series drew 280 registrations, and webinar follow up booked 19 meetings in 4 weeks.
Aveni, a Demand Generation and Lead Generation client, has 500+ meetings booked across a partnership now in its fifth year. Read the LifeLink, Pulsion and Aveni case studies.
How long does demand generation take to work?
Demand generation works over months rather than weeks, because it builds recognition before a buyer is ready to talk. When it runs alongside Lead Generation, outreach begins within 2 weeks of kickoff and first qualified meetings typically land within 2 weeks of launch.
Where Most Companies Are
What happens when referrals stop being enough?
A lot of good companies have never needed this. Growth came from referrals, introductions, a relationship that kept sending business. Then the market shifts, or the channel flattens, and there's no second engine to switch on.
It's one of the most common conversations we have. Not a company that failed at marketing. One that outgrew its best channel.
Our Starting Point
How does ORRJO research the audience?
Every demand gen programme starts with a research phase. We map where your ICP spends time, what content they actually engage with, and what your competitors are publishing. Then we build the content and campaign strategy around that.
You're not paying for content that sounds right. You're paying for content that reaches the right people because we know exactly where they are.
The Research Platform
How does ORRJO use AI in demand generation?
Every programme starts with a research phase, and that phase runs on ORRJO Intelligence, the research platform we built. AI handles the retrieval, the signal tracking and the first drafts. An ORRJO analyst checks and signs off what ships. The content your buyers see is written by people who know the audience and checked against the research.
How we use AI →The Problem
What does a prospect do before replying to a cold email?
The first thing they do is Google you.
When a prospect receives your cold email, the first thing they do is Google you. What they find there either confirms the email was worth opening or gives them a reason to archive it and move on.
Strong product, no brand footprint.
A lot of B2B companies have the same problem: strong product, genuine customers, almost no brand footprint. The website is fine. There's no real content. LinkedIn is inconsistent. There's nothing to find that builds confidence.
2% reply rates aren't a messaging problem.
So the SDR sends the sequence, the reply rates look like 2%, and the assumption is that the messaging needs a rewrite. The real problem is that nobody warms the market before the outreach lands.
The cost compounds over time.
Declining reply rates. SDR time burned on contacts who'll never engage. Prospect lists exhausted faster than they should be. And the longer you run cold outbound into a cold market, the harder it gets.
How ORRJO Creates Demand
Why does demand generation run before outbound?
The ORRJO model is sequential by design. We build your brand visibility and content presence before lead gen campaigns go live. By the time your SDRs are reaching out, your ICP has already seen your name, read something useful, or attended one of your events. The outreach lands differently.
Here's what we build
Awareness & Content
Before anyone buys, they need a reason to pay attention. We build the content layer that puts your brand in front of the right people consistently: LinkedIn campaigns targeted by title, company size, and sector; email nurture sequences that actually say something; lead magnets that create genuine inbound intent; and an organic SEO foundation so the brand is findable when prospects go looking.
Content here isn't a vanity play. It's the thing that makes the cold email feel warmer.
Founder Ghostwriting
Your founder's voice, without their diary.
Buyers follow people before they follow companies. We ghostwrite for founders and named leaders: their views, their stories, their voice, drafted from real conversations and signed off by them before anything posts.
Engagement & Events
Attendance is intent data. When someone shows up to a webinar or watches a video series, they've told you something about where they are in the buying process. We design and run webinar programmes and events and video formats that generate qualified audiences, create content assets from the recordings, and feed the names directly into your outbound pipeline.
Distribution & Strategic Targeting
Not every tactic needs to run to a broad audience. Account-based marketing (ABM) lets us focus demand gen spend on the specific accounts your sales team most wants to close. We identify the accounts, build coordinated awareness across channels, and make sure the right people inside those companies are seeing the right content before the first call.
Audits and assessments serve a different function: they create a reason for prospects to engage that doesn't feel like a sales conversation. A well-designed assessment generates leads, gives your team something valuable to talk about on the call, and positions you as the people who actually understand the problem.
Case Study
From referral-dependent to a repeatable engine: Aveni
Aveni is an award-winning fintech company specialising in artificial intelligence and natural language processing tailored for the financial services and utilities sectors. New business had come from one place: they were relying only on referrals.
That works until it doesn't scale.
The Before
Aveni was aiming to move from a product development stage to a scalable distribution model, and needed to push more top of funnel opportunities.
They wanted to run an outbound motion but had no internal business development team, and an unsuccessful experience with previous lead generation companies.
What We Built
Across a partnership now in its fifth year, we built the go-to-market strategy and framework, omni-channel support targeting a C-suite audience for conversion, and a demand strategy that launched a regular webinar programme. In 2026 Aveni renewed at six times the original investment.
A partnership in its fifth year, built to move Aveni beyond referrals.
“ORRJO transformed our growth strategy, moving us beyond referrals to a scalable, structured approach.”Nicola Wee, CMO, Aveni
The ORRJO Demand Build
How does a demand generation programme run, stage by stage?
Market Mapping
Before we build anything, we establish who we're building it for. Specific titles, companies, channels, and content formats your ICP actually engages with. Most agencies skip this step and build content for the wrong audience.
Visibility Infrastructure
LinkedIn presence, content calendar, email nurture architecture, SEO baseline. We build the channels that put you in front of your market consistently, so when outreach goes out, the brand is already recognisable.
Engagement Activation
Webinars, lead magnets, assessments, video series. Programmes that convert passive brand awareness into active engagement. People register, attend, download, watch. That's intent data your sales team can use.
Pipeline Hand-off
The audiences we build get passed directly to the outbound engine. SDRs reach out to people who've already seen the brand. Response rates go up. Meetings show up. The pipeline compounds.
Better Together
Why does cold outbound cost more without demand generation?
Cold outbound into a cold market is expensive.
It's an expensive way to find out people haven't heard of you.
Demand gen isn't brand awareness with no commercial outcome.
It's pipeline architecture. It's the mechanism that decides whether your outbound lands warm or cold. When ORRJO runs demand gen and lead gen together, the two services build on each other. The content that demand gen creates becomes the reason a prospect responds to the outreach that lead gen sends.
Most outbound-only agencies can't offer this.
They don't own the demand side. ORRJO does.
Do your own research
Compare ORRJO. Then read everything else.
Compare ORRJO
Further reading
- B2B Webinar Benchmarks→
- How to Promote a Webinar→
- Demand gen vs lead gen, explained→
- Why cold outbound alone is the most expensive pipeline→
- Dark Social Demand Gen playbook→
- Demand Gen Attribution Guide→
- Demand Gen for SaaS→
- Demand Gen for Cybersecurity→
- Demand Generation Pricing UK: What Agencies Charge→
- B2B Webinar Agency Pricing UK: What It Costs in 2026→
- Webinar ROI Calculator: Registrations to Pipeline→
- ABM Pricing UK: What Account Based Marketing Costs→
- In-House Marketing Team vs Agency: UK Costs 2026→
- Dark Social Demand Gen Playbook: 12-Week Plan→
The Dark Social Demand Gen playbook.
How to run a B2B demand gen programme for the buying that happens where you cannot track it, from dark social to the AI dark funnel. Channel mix, content cadence, attribution shape, named account warming patterns. A 12-week plan you can work through on screen or print.
- Channel weighting for podcast, LinkedIn, ABM
- Twelve week content cadence with topic patterns
- Three ways to attribute dark social without UTM tags
On its way.
We have emailed you a link to the full playbook. You can also open it now.
Events & Webinars
How do ORRJO webinars and events work?
Webinars run as education, not a pitch, typically one a quarter. Events pay for themselves when the diary is full before you travel. We run both ends: filling the room, then converting it. Webinars run inside Demand Generation. For published attendance and registration figures from across the market, see our B2B webinar benchmarks.
Typical webinar registrations, depending on topic and market. We handle the theme, the audience acquisition and the hosting support.
Of attendees convert into a qualified meeting when the follow-up is done properly. We make the calls that turn attendance into diary time. Those are the ranges we plan against, not promises.
Exhibiting or attending an event in the UK, Europe or North America? We book qualified one-to-one meetings into your diary ahead of the event, then call attendees afterwards to convert them.
Executive roundtables and dinners, built and filled with senior buyers from your target accounts. Small rooms, real conversations.
Events and webinars
Pre booked meetings before the doors open, webinars run for you from topic to follow up, and roundtables built and filled.
The Webinar Process
What are the seven phases of an ORRJO webinar?
Educational, high-value webinars backed by a structured sales follow-up process, taking a session from initial research through to post-event lead conversion.
Research, signals and trends.
We continuously track industry trends, legislation, regulation, key events and news, drawing on dashboards, real-time alerts, curated newsletters and intelligence reports. Insights feed back to you on regular calls, working ahead so topics stay hard-hitting, relevant and timely.
Building the session.
A detailed synopsis, confirmed speakers and a full suite of branded assets: an interactive landing page on our dedicated webinar domain to reduce sign-up friction, webinar banners and speaker backdrops, a shareable resource that drives organic sign-ups, and a LinkedIn event to invite your network.
Promotional campaign.
Email campaigns run alongside personalised, target-account LinkedIn outreach, refining copy and targeting throughout. We manage every promotion on your behalf, or support your own landing page with a personalised UTM link, with regular registrant updates along the way.
Rehearsal and recording.
A rehearsal session runs the full technical set-up: host status, screen sharing, slides and the Q&A function. Run the session fully live, or as a simulive event, pre-recorded while still promoted as live.
Live event.
25 minutes of genuinely educational content, then 5 to 10 minutes for questions, the ideal moment to position your services, with pre-prepared questions drawn from the sign-up form. Our team tracks questions live and resolves any technical issues in the background.
Reporting.
The full picture of performance, handed back: final registrant numbers, a complete attendee report, every question raised during the session captured, and the recording available on demand.
Follow-up and conversion.
We run a structured sales follow-up across the full sign-up list, not just those who attended, and book qualified meetings directly with your nominated Account Executives. The follow-up can be part of Lead Generation or bought as sales days, scoped on discovery. See inbound lead management.
Demand generated, brand awareness built, and pipeline handed over as booked meetings.
Common questions
Questions buyers ask about demand generation
What is B2B demand generation?
B2B demand generation is the discipline of building awareness with named target accounts before outbound calls them. Content, podcast, ABM, dark social distribution. The goal is that when the SDR calls, the prospect already recognises the brand and has a reason to take the meeting.
How much does B2B demand generation cost in the UK?
ORRJO Demand Generation is a retainer, with channels and cadence scoped and priced on a 30 minute discovery call. Most clients invest £4,000 to £50,000 a month. What moves the price: which channels we run, how often they run, how many webinars a year and how many leaders we ghostwrite for. Webinars, ABM warming, founder LinkedIn ghostwriting, content strategy, organic LinkedIn distribution, podcast strategy and clips, and dark social run inside it. Engagements run on 6 or 12 month contracts, and committing to 12 months earns a discounted rate. Run it alongside Lead Generation and bundling comes at a discounted combined rate.
How much does founder LinkedIn ghostwriting cost?
Founder LinkedIn ghostwriting runs inside Demand Generation, priced on the call, alongside webinars, ABM warming, content strategy, organic LinkedIn distribution, podcast strategy and clips, and dark social. Most clients invest £4,000 to £50,000 a month in Demand Generation. What moves the price: how many leaders we write for and how often they post. We ghostwrite for founders and named leaders, drafted from real conversations and signed off by them before anything posts.
Who is ORRJO Demand Generation for?
B2B founders and growth leaders running outbound that converts below 2 to 3% reply rates, or with strong product market fit but flat brand recognition. Most common buyer: someone who hired an SDR agency, did not see results, and realised the issue was upstream of outbound.
Who runs our demand generation programme?
Every ORRJO account has a named senior strategist, with 8+ years in market. Review-call cadence is agreed at kickoff, and every account gets the fortnightly market intelligence report as standard. The research phase runs on ORRJO Intelligence, and an ORRJO analyst checks and signs off what ships. The content your buyers see is written by people who know the audience, and every ghostwritten post is signed off by the founder or named leader before it goes out.
What results has ORRJO demand generation delivered for clients?
Aveni, a Demand Generation + Lead Generation client, has 500+ meetings booked across a partnership now in its fifth year, with a 98% attendance rate and 1,000 webinar sign-ups. LifeLink, a Demand Generation client, had 185 registrants across a series of four webinars and 14 meetings booked from those registrants. Pulsion's webinar series drew 280 registrations, and webinar follow-up booked 19 meetings in 4 weeks.
How is demand generation different from lead generation?
Demand generation creates awareness and builds trust. Lead generation converts that awareness into booked meetings. ORRJO runs both together, with demand running ahead of outbound.
Do I need demand generation if I already have lead generation?
Demand generation is worth adding to lead generation because cold outbound on its own lands mostly on people who have never heard of you. When prospects already recognise your brand from demand gen activity, the outreach lands warm and meeting attendance improves.
How is demand generation different from content marketing?
Content marketing produces content. Demand generation distributes content into the specific accounts you sell to, then measures lift on reply rates and meeting attendance on those accounts. The difference is targeting and feedback loop.
What channels does ORRJO use for demand generation?
Email campaigns, LinkedIn campaigns, webinars and virtual events, in-person events, lead magnets and content, audits and assessments, SEO and organic strategy, account-based marketing, and podcast and video series. Paid ads (LinkedIn Ads and Google Ads) and social media management also run inside Demand Generation, and you pay the media spend directly to the ad platforms.
What results do webinars typically get?
Registrations typically run between 30 and 400 depending on topic and market, and 10 to 20% of attendees convert into a qualified meeting when the follow-up is done properly. Those are the ranges we plan against, not promises. We run the whole cycle: theme, audience acquisition, hosting support, and the follow-up calls that turn attendees into booked meetings. Cadence is typically one webinar a quarter, designed as education, not a pitch.
What does the ORRJO webinar process include?
The ORRJO webinar process runs in 7 phases, from research to booked meetings, and ORRJO runs about 95% of it: you only speak.
Continuous research into signals and trends. Building the session: hosted on Zoom with an interactive landing page, banners, a shareable resource and a LinkedIn event. A 6 week promotional campaign across email and personalised LinkedIn outreach. Rehearsal and recording, with a live or pre recorded option. The live event: 25 minutes of educational content plus 5 to 10 minutes of questions. Full post event reporting. Then structured follow up across the full sign up list, run as part of Lead Generation or bought as sales days and scoped on discovery, with qualified meetings booked directly with your nominated Account Executives.
Can you book meetings at events we already attend?
ORRJO books qualified one-to-one meetings into your diary before you travel when you are exhibiting at or attending an event in the UK, Europe or North America, so the investment pays for itself in conversations. After the event we call attendees and convert them into qualified meetings. We also build and fill executive roundtables and dinners of 6 to 12 senior guests.
Get Started
Build my demand engine
Referrals aren't a strategy. They're a starting point. We build the demand engine that lets your sales team operate in a market that's already heard of you.
Build my demand engine → Book with Marc· Head of GrowthAlso worth a look
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