B2B Demand Generation Agency
Your market won't buy what it doesn't know exists.
Warm the market before the call.
ORRJO is a B2B demand generation agency that runs awareness, content, and paid ahead of outbound. 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.
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.
What warm actually buys you.
On a cold call you get 10 to 15 seconds to earn the rest of the conversation, and if the person has never heard of you, most of that 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. Fifteen seconds that start warm, everywhere your name lands.
The Definition
Demand and lead generation
are not the same job.
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.
If you need pipeline inside thirty days, demand generation is the wrong first spend, and we would rather say that now.
Where Most Companies Are
The referral plateau.
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
We know your audience
before we talk to them.
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
Where AI sits.
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. A named analyst verifies 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
Most outbound fails before the first call.
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 in those thirty seconds either confirms the email was worth opening or gives them a reason to archive it and move on.
Strong product, no brand footprint.
Most B2B companies at the £2M-£8M stage 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
Demand gen runs first.
Then outbound runs warm.
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 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. 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 a B2B SaaS company in the financial services space, building conversation intelligence technology for regulated industries. Good product. Strong technical team. Growth that had come almost entirely from Nicola Wee knowing the right people personally.
That works until it doesn't scale.
The Before
When ORRJO started working with Aveni in 2022, the demand gen infrastructure was effectively nonexistent. No webinar programme. No content engine. Outbound was going into a market that didn't recognise the brand. The business was growing, but growing the hard way - through personal introductions and referrals that couldn't be systematised or accelerated.
Nicola knew what the company needed. She didn't have the team to build it.
What We Built
Over three years, we built the demand gen layer that Aveni's outbound needed to operate at scale. A webinar programme designed around the problems Aveni's ICP actually cares about. LinkedIn campaigns that put Aveni's name in front of financial services decision-makers consistently. Content that gave prospects something worth reading before a sales conversation. A distribution strategy that kept the brand visible across the channels where Aveni's buyers spend their time.
The goal was to turn "I've never heard of you" into "I've seen your stuff" before the SDR ever sent a message.
A demand gen engine that doesn't require Nicola to personally introduce Aveni to every new prospect.
Three years on, it's still running.
“ORRJO transformed our growth strategy, moving us beyond referrals to a scalable, structured approach.”Nicola Wee, CMO, Aveni
The ORRJO Demand Build
Every stage feeds the next one.
The end of the process is pipeline, not impressions.
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
What happens when demand gen feeds lead gen.
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
The Dark Social Demand Gen playbook.
How to run a B2B demand gen programme when 73% of buyer activity happens outside trackable channels. Channel mix, content cadence, attribution shape, named account warming patterns. Ten pages. Built from 30+ paired ORRJO demand and outbound programmes.
- Channel weighting for podcast, LinkedIn, ABM
- Twelve week content cadence with topic patterns
- Three attribution shapes that work without UTM tracking
On its way.
Check your inbox in the next 24 hours. We send it manually so the email comes from a real person.
Events & Webinars
Rooms full of the right people, not just registrations.
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.
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.
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
Seven phases. Research to booked meetings.
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.
Where lead generation is included, 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.
Demand generated, brand awareness built, and pipeline handed over as booked meetings.
Common questions
Questions we get asked.
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.
How long before demand generation shows results?
Expect meaningful pipeline impact within 60-90 days as brand awareness compounds. Early signals like website traffic, LinkedIn engagement, and content downloads start within the first 2-4 weeks.
Do I need demand generation if I already have lead generation?
Yes. Cold outbound alone has declining response rates. When prospects already recognise your brand from demand gen activity, the outreach lands warm and meeting attendance improves.
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.
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 runs as a monthly retainer from £2,500 per month and most clients run a 12 month programme. Channel mix and cadence get scoped on a 30 minute discovery call. Run alongside Lead Generation on a combined retainer for an integrated rate.
How long does demand generation take to work?
First measurable signal usually appears within 60 to 90 days, in the form of lifted reply rates on outbound to warmed accounts. Full attribution shape shows up by month six. Demand compounds; the gains in month nine are larger than month three.
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.
Who is ORRJO Demand Generation for?
B2B founders and growth leaders running outbound that is converting below 2 to 3 percent 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.
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. 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.
Can you book meetings at events we already attend?
Yes. If you are exhibiting or attending an event in the UK, Europe or North America, we book qualified one-to-one meetings into your diary before you travel, 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.
What does the ORRJO webinar process include?
Seven phases: 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 six-week promotional campaign across email and personalised LinkedIn outreach, rehearsal and recording with a live or simulive option, a 30-minute educational live event, full post-event reporting, and where lead generation is included, structured follow-up across the full sign-up list with qualified meetings booked directly with your nominated Account Executives.
Get Started
If your growth still comes from who you know,
it's time to change that.
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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