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Demand Generation

Full-funnel demand generation that fills your pipeline — marketing enablement, paid media, creative & video, and AI engine optimisation, all tied to revenue.

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SERVICES

STRATEGY

Marketing Enablement

Marketing tied to revenue. Inbound strategy, content programmes, automation, and campaign execution — all measured on pipeline contribution, not vanity metrics.

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CREATIVE

Creative & Video

Assets that shorten the sales cycle. Video production, graphic design, motion graphics, and brand collateral — designed for conversion, not just aesthetics.

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AI SEARCH

AEO Services

Get found by ChatGPT, Claude, and Gemini. AI Engine Optimisation ensures your business appears in AI-generated answers — the fastest-growing search channel in the world.

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DEMAND GEN

Is your marketing generating pipeline — or just generating activity?

There’s a difference between busy marketing and effective marketing. Busy marketing produces content, runs campaigns, and generates reports. Effective marketing fills the pipeline with qualified opportunities that sales can close. We build demand generation engines on HubSpot that connect every campaign, every channel, and every asset to pipeline outcomes — so you can see exactly which marketing activities generate revenue and which ones don’t.

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WHY MO FOR DEMAND GEN

Demand generation built on CRM data — not just campaign metrics

We’re not a media agency that reports on impressions. We’re a revenue operations partner that builds demand generation programmes measured on pipeline contribution, deal velocity, and closed-won revenue.

Pipeline-first measurement

Every campaign is measured on pipeline created, deals influenced, and revenue attributed — not clicks, impressions, or MQLs. Your marketing investment is tied directly to business outcomes.

CRM-connected campaigns

Every ad, landing page, form, and CTA is connected to HubSpot CRM. Leads don’t disappear into spreadsheets — they flow into pipelines with full attribution and lifecycle tracking.

Full-funnel capability

From awareness to closed-won — we execute across the entire funnel. Content, paid media, email nurture, sales enablement collateral, and conversion optimisation, all under one roof.

AI search ready

Traditional SEO is table stakes. We also optimise for AI engines — ChatGPT, Claude, Gemini, and Perplexity — ensuring your business appears in the AI-generated answers that are rapidly replacing traditional search.

Creative that converts

Our in-house creative team produces video, motion graphics, and design assets engineered for conversion — not just brand awareness. Every asset is designed to move prospects through the funnel.

Continuous optimisation

Demand generation isn’t set-and-forget. We run monthly optimisation cycles — analysing attribution data, testing creative, adjusting targeting, and reallocating budget toward what’s working.

Marketing that sales teams actually want to work with

The biggest demand generation problem isn’t lead volume — it’s lead quality. Marketing teams generate thousands of leads that sales teams ignore, because the leads don’t match the ideal customer profile, aren’t at the right buying stage, or come in without enough context for a meaningful conversation. We solve this by building demand generation programmes around the sales team’s actual needs. Campaigns target the right accounts. Content addresses the questions buyers ask during evaluation. Lead scoring reflects real buying signals, not just form fills. The result is a pipeline full of opportunities that sales teams pursue with confidence — and a marketing function that’s valued as a revenue contributor, not a cost centre.

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Every channel connected, every touchpoint tracked

Most businesses run marketing across multiple channels — Google Ads, LinkedIn, email, content, social, events — but can’t tell you which combination of touchpoints actually drives revenue. We build multi-channel demand generation programmes on HubSpot where every touchpoint is tracked, every interaction is attributed, and every channel’s contribution to pipeline is visible. This means you stop guessing which channels work and start investing based on evidence. Budget flows toward the channels that generate pipeline. Underperforming campaigns are optimised or cut. And leadership gets attribution reports that connect marketing spend to revenue with confidence.

See our attribution approach
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THE DEMAND GEN GAP

The difference between marketing activity and marketing that generates revenue

Activity isn’t the problem. Disconnected, unmeasured activity is.

Leads that go nowhere

  • Marketing generates hundreds of MQLs per month — but sales ignores most of them. Lead quality is low, scoring is based on arbitrary criteria, and there’s no feedback loop between sales and marketing about what makes a good lead.
  • Can’t prove marketing ROI. Campaigns run. Content gets published. Ads get clicks. But nobody can connect marketing activity to closed revenue. Attribution is guesswork.
  • Channels operating in silos. Paid media is managed by one team, email by another, content by a third. No unified strategy, no shared data, no coordinated messaging.

Qualified pipeline, not just leads

  • Campaigns designed around ICP and buying stage. Lead scoring that reflects real buying behaviour. Sales and marketing alignment on what constitutes a qualified opportunity. Pipeline you can trust.
  • Revenue-attributed marketing. Multi-touch attribution connecting every campaign, content asset, and ad to pipeline and closed revenue. Budget decisions based on data.
  • Orchestrated multi-channel execution. Paid, organic, email, content, and social operating as one coordinated demand generation engine. Unified messaging, shared audience data.
THE SOLUTION

How RevOps Ties It All Together

A unified CRM becomes the backbone of your entire operation. Every team, every tool, every data point — connected and flowing.

CRM
Single source of truth
Marketing
Attract & nurture
Sales
Close & convert
Service
Retain & delight
Reporting
Full-funnel insights
THE PROCESS

Our proven migration framework

A structured, five-phase approach that protects your data, preserves your integrations, and gets every team productive on HubSpot — fast.

Discovery & Audit

We map your current CRM architecture — objects, properties, automations, integrations, and data quality. We identify what migrates, what gets cleaned, and what gets retired.

Target-State Design

We architect your HubSpot environment based on how your revenue teams actually operate. Lifecycle stages, pipelines, custom objects, and permissions are designed before any data moves.

Data Migration & Validation

Records migrate in stages with validation at every checkpoint. Contacts, companies, deals, activities, and custom objects are reconciled against source data to confirm zero loss.

Integration & Automation Rebuild

Connected systems are re-pointed to HubSpot. Workflows, lead routing, and automated processes are rebuilt and tested in the live environment before full cutover.

Go-Live & Hypercare

Parallel running ends with a controlled cutover. We provide 30 days of active hypercare — monitoring data flows, fixing edge cases, and reinforcing team training.

CAPABILITIES

Full-funnel demand generation — strategy, execution, and measurement

From content strategy to paid media, from creative production to AI search optimisation — we deliver every layer of demand generation under one roof.

Inbound & Content Strategy

Buyer persona research, content mapping, editorial calendars, and SEO-driven content programmes. Content designed to attract, educate, and convert your ideal customers at every buying stage.

Paid Media Management

Google Ads, LinkedIn Ads, Meta, and programmatic campaigns. CRM-connected, pipeline-measured, and continuously optimised. We manage media as a revenue channel, not a cost line.

Creative & Video Production

In-house video production, motion graphics, brand design, and sales collateral. Assets engineered for conversion — landing pages, ad creative, case study videos, and product explainers.

AI Engine Optimisation

Structured data, entity optimisation, and authority-building content that positions your brand in AI-generated search results. The newest demand generation channel — and the fastest growing.

THE PLATFORM

HubSpot Hubs that power demand generation

We deploy and configure the HubSpot Hubs that make demand generation measurable, automated, and connected to your revenue pipeline.

Sales Hub

Your pipeline, deal stages, sales processes, and forecasting move to Sales Hub with full historical context intact.

  • Deal pipeline and stage migration
  • Activity history preservation (calls, emails, notes)
  • Custom properties and calculated fields
  • Sales automation and sequences
  • Forecast and quota configuration

Marketing Hub

Contact lists, campaign data, forms, and marketing automations transfer to Marketing Hub — ready to run from day one.

  • Contact and list migration with segmentation
  • Email templates and automation workflows
  • Form and landing page rebuild
  • Lead scoring model migration
  • Campaign attribution data

Service Hub

Ticket history, knowledge base content, and service processes migrate to Service Hub so your support team never misses a beat.

  • Ticket pipeline and status migration
  • Knowledge base article transfer
  • SLA configuration
  • Customer feedback and survey data
  • Service automation workflows

Operations Hub

Data quality, sync rules, and custom integrations are rebuilt in Operations Hub to keep your systems clean and connected post-migration.

  • Data sync configuration
  • Custom-coded workflow actions
  • Data quality automation rules
  • Third-party integration mapping
  • Programmable automation

Demand generation across every channel and every stage of the funnel

From first touch to closed-won — we build and execute programmes that drive measurable pipeline growth.

Content & Inbound

SEO-driven blog content, pillar pages, lead magnets, and email nurture programmes. Content that attracts your ideal customers and moves them toward pipeline actions.

Paid Media & Advertising

Google, LinkedIn, Meta, and programmatic campaigns managed as CRM-connected revenue channels. Pipeline-measured, continuously optimised, and integrated with your marketing automation.

Creative & Video

Video production, motion graphics, brand design, and conversion-focused creative. Assets designed to shorten the sales cycle and support every stage of the buyer journey.

AEO & AI Search

AI Engine Optimisation for ChatGPT, Claude, Gemini, and Perplexity. Structured data, entity authority, and citation-worthy content that ensures your business appears in AI-generated answers.

CASE STUDIES

Demand generation success stories

Playroll

Full inbound demand generation programme for a global HR-tech company — content strategy, paid media, and Marketing Hub automation scaling pipeline by 3x within 12 months.

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Werksmans Attorneys

Content-led demand generation for one of South Africa’s leading law firms — thought leadership content, SEO, and conversion optimisation driving 150% more qualified leads.

Read case study

Coming Soon

Paid media and inbound strategy for a B2B SaaS company — CRM-connected Google and LinkedIn campaigns generating 40% lower cost-per-qualified-opportunity within six months.

Read case study
Playroll case study
CASE STUDY

How Playroll built a repeatable inbound engine that scales globally

Playroll needed demand generation that could scale across multiple markets without multiplying headcount. We designed and executed a full-funnel programme — content strategy, paid media, marketing automation, and lead scoring — all running on HubSpot. Within 12 months, inbound-sourced pipeline tripled, cost-per-lead dropped by 35%, and the marketing team had full attribution visibility into which channels drive revenue.

Read the full story
TESTIMONIALS

Client Testimonials

Reviews from the HubSpot Partner Directory. View them all.

OUR CLIENTS

Clients

We help our clients achieve sustainable growth with clear user journeys, innovative campaigns, automation, visibility and integration.

Frequently Asked Questions

How is MO’s demand generation different from a traditional marketing agency?

We measure everything on pipeline and revenue — not impressions, clicks, or MQLs. Every campaign is connected to HubSpot CRM, so we can track the complete journey from first touch to closed-won deal. We also own the full stack — strategy, creative, paid media, content, and automation — which means your demand generation programme is integrated, not a collection of disconnected channel tactics.

Which channels do you manage for demand generation?

Google Ads (Search, Display, YouTube), LinkedIn Ads, Meta (Facebook and Instagram), programmatic display, email marketing, content/SEO, and AI engine optimisation. We don’t manage channels in isolation — they’re orchestrated as a coordinated demand generation engine with shared audience data and unified attribution. See our Paid Media page for the full channel breakdown.

What is AEO and why does it matter?

AEO — AI Engine Optimisation — is the practice of optimising your content and digital presence for AI-generated search results (ChatGPT, Claude, Gemini, Perplexity). As more buyers use AI assistants to research products and services, appearing in AI-generated answers is becoming as important as ranking on Google. We’re one of the first agencies to offer dedicated AEO services. See our AEO Services page for the full methodology.

Do you handle creative and video production in-house?

Yes. We have an in-house creative team that handles video production, motion graphics, graphic design, and brand collateral. This means your demand generation creative is produced by the same team that builds and manages your campaigns — ensuring creative strategy and execution are aligned. See our Creative & Video page for our production capabilities.

How much does demand generation cost?

Demand generation retainers typically range from R60,000–R250,000 / £3,000–£12,000 per month, excluding media spend. This covers strategy, content, creative, automation, and reporting. Paid media budgets are separate and managed transparently. Project-based engagements for specific campaigns or launches are also available. We provide a detailed proposal based on your growth targets and channel requirements.

How long before we see results from demand generation?

Paid media campaigns typically generate pipeline within 30–60 days. Content and SEO programmes take 3–6 months to build momentum. A full-funnel demand generation programme typically shows measurable pipeline impact within 90 days, with compounding returns over 6–12 months. We set clear expectations during the strategy phase and report against agreed KPIs monthly.

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