Friday, August 22, 2025 by Shelley Hirst

You know what you want to happen. You’ve got a plan. Maybe you even have the tools.  But without the people to consistently and persistently run it out week in, week out, nothing moves.

So buyers forget where you are, and sales teams have empty calendars.

The events season comes around, holiday periods are frequent occurrences, year end planning and budgeting kicks in and everyone’s focus shifts. Campaigns stall, content calendars go dark, sales stops getting what they need.  And the impact you were aiming for? It didn't show up so at the end of month, quarter, year, a panic ensues where you're trying to reinvigorate leads or find new ones.  And to top it all, buyers don't buy in your quarters, so you're likely to be out of sync because you've not kept on top of it.

Not because the ideas were wrong in the first place, but your team may be too small, stretched, or doesn't exist - or you're managing agencies that take up swathes of time and are burning through budgets without it being clear how well they're performing because it's hard to measure.

The team and demand engine you don’t have, but need.

If you wanted to match our output internally, here’s what you’d be hiring:

  • A demand strategist
  • Data manager/analysed 
  • A content writer who knows B2B tech
  • A designer to build and repackage assets
  • An outreach specialist with sales sensibility
  • An enterprise-grade tech stack including sales reporting
  • An analyst to track what’s working and rectify what’s not
  • A coordinator to keep it all moving

Now think about the time and cost of all that that would give you the cover you need to be 'always-on' for your buyers, 365 days a year.

Or, you could look at how to plug your team into what's already built.

We become your demand team

Our model is built for B2B technology businesses that need momentum without bureaucracy. Whether you’re a vendor launching into new territory or a partner looking to scale fast, we bring:

  • A warm community of buyers ready to listen
  • A community of partners looking for new vendor technologies if you need them
  • Speed to execution
  • A frictionless, managed path from content to conversation
  • Guaranteed ROI that comes with SLAs

And you still get to steer it, we just make it happen.

No more piecing it together

Amigos is no ordinary agency.  We are not here to be one of many unaccountable suppliers that burn budget and can’t stand by their results.  When you can't measure your suppliers your internal team is picking up the slack. It’s clunky. It’s inconsistent. And it’s not scalable.

We run a clean system and process backed by experienced people that have worked in the channel for years, and which

  • Aligns around measurable objectives
  • Operates across the full funnel
  • Drives activity week in, week out, leaving no lead to die.

There’s no pause, no stall, no “we’ll get to that next month.”

What you stop doing

When you work with us, you stop:

  • Managing agencies with misaligned motives and incentives
  • Briefing freelancers who don’t get the industry
  • Stressing over tech stack configuration just to run a simple campaign

And you start seeing real demand creation show up in your calendar.

 
>Market Activation Overview  Get the playbook

Market Activation Overview

Demand-as-a-Service™ gives you instant access to a proven, high-performing go-to-market system.

Reach already engaged IT and Security buyers, generate qualified and intelligence-backed leads, and scale across regions.  It’s fast, flexible, and built to deliver the results your team needs.

>Guide: MQLs To Closed Deals  Get the guide

Guide: MQLs To Closed Deals

Struggling to turn marketing leads into real sales? 

This guide breaks down what’s missing in the processes and what to do about it. Discover the difference between demand and lead generation, avoid common pitfalls, and build trust with buyers from first touch to close.   

Download now and sharpen your go-to-market strategy.

Frequently Asked Questions

How does Market Activation differ from Demand Generation?
Demand Gen builds broad awareness and interest over time (e.g., whitepapers, webinars).
Market Activation identifies in-market buyers (via intent data, behavioural signals) and immediately engages them with tailored outreach (nurture tracks, one-to-one advisor sessions, community invites).
Market Activation talks about “Demand-as-a-Service”? What’s included in this?
Engagement Engine: Continuous, multi-channel publishing (articles, webinars, newsletters) to sustain interest
Demand Engine: Targeted outreach (email, ads, sponsorships) that scores clicks → qualified leads → sales-ready appointments.
Performance Dashboard: Real-time visibility into open rates, CTOR, CPL and lead progression via our online sales portal.
What role does The Amigos Network play in Market Activation?
Early Detection: Community discussions surface real-world challenges and project signals before formal RFPs.
Content Amplification: Thought leadership shared in The Amigos Network drives deeper engagement and social proof.
Peer Validation: Prospects get candid feedback from peers on your solutions, shortening the evaluation cycle.
Pipeline Catalysis: Warm introductions and referral paths within the community fuel high- intent conversations.
How do B2B communities like The Amigos Network fit into the sales process?
  • Top-of-Funnel: Build credibility through community content and events.
  • Mid-Funnel: Leverage peer case studies, expert Q&As, and live demos to answer deep technical questions.
  • Bottom-of-Funnel: Invite high-intent members to advisory councils or private 1:1 sessions, often the final nudge before purchase.
How does The Amigos Network create Intent Data?
  1. Interesting content: We originate, curate, and syndicate different types of content we know our audiences want to engage with and tell them it’s there.
  2. Sponsored content: We use sponsored content to drive engagement with individual brands.
  3. Promotion: We promote that content via multiple channels such as email, social media, YouTube, and so on.
  4. Identification: We ingest company-level engagement signals and combine it with known contacts that may be researching key topics.
  5. Segmentation: Members are bucketed by level of intent (high, medium, low) plus ICP fit and company size.
  6. Activation: High-intent members receive prioritised community invitations (events, focus groups, product deep-dives) to accelerate deals.
Is buying intent data worth it when you’re part of The Amigos Network?
Yes, if you blend purchased intent data with community signals and nurture streams, it makes a powerful mix, but it is not necessary for this programme.
  • Purchased data highlights who’s in-market.
  • Community engagement reveals what questions they’re asking, so your nurture can be hyper-relevant.
  • Result: A 2–3× lift in meeting acceptance and pipeline velocity vs. cold outreach alone.
Is buying intent data worth it?
It turns out that intent data is one of the best ways to find and target in-market buyers who match your ideal customer profile (ICP). Intent data shows at a company level who's actively interested in a product or service area. Depending on your investment, it will determine whether you can get named individuals.
Why would I buy intent data?
As a starting point to onward prospect engagement and pipeline building for the future. The best use of it comes from entering it into marketing nurture until such point it becomes a sales-ready opportunity.
Is intent data good for sales teams?
It depends. If it’s seen as a fast-track to dropping it into a sales queue, then ROI will be poor. It is valuable if given to marketing to nurture first and pass it through when it becomes high-intent, rather than “just showing an interest.”
Is it better to buy or create intent data?
Buying it is one approach, but it’s what you do next with it that counts. Dropping it into a sales queue and expecting a potential buyer to be asking “where do I sign” is unlikely to happen, especially for strategic or big-ticket purchases. Buying basic intent information should be the first step in a long-term nurture process designed to build an ongoing pipeline in a joined-up marketing and sales approach.
Is purchased intent data alone enough to fast track to sales?
No.
How should Sales and Marketing collaborate on intent in The Amigos Network?
  • Marketing owns the nurture tracks, community invites, educational content, and event promos.
  • Sales intervenes only at “high-intent + active community engagement” thresholds, with account-specific demos and peer introductions.
  • Outcome: Fewer wasted calls and a higher win rate on truly qualified opportunities.
How do we measure success for Market Activation in The Amigos Network?
  • Engagement Metrics: Community log-ins, event attendance, content downloads.
  • Intent Conversion: % of intent-scored members who join private roundtables or request demos.
  • Pipeline Velocity: Time from first community touch to opportunity creation.
  • Revenue Impact: Contribution of community-sourced deals to overall bookings.
What key metrics and ROI can be expected?
  • Average Weekly Open Rate: 40%
  • Average Weekly Click-to-Open Rate: 70%
  • Average Cost-per-Lead: £45
  • Minimum ROI: 500%
  • Average Dwell Times: 1 minute 45 seconds
These benchmarks illustrate strong engagement and cost efficiency versus standard digital campaigns.

About Market Activation™

There's truth when they say "it's not what you've got, it's how you use it"

You might have great products, strong partners, and a solid plan and team to back it up, but if you’re not turning that into real conversations and real pipeline, what’s the point?  

Whatever your size or ambition, we built Market Activation with you in mind.  It's powerful, flexible, and actually built by people who know the channel, because we’ve lived it. Whether you’re trying to boost direct sales, give your partners a serious edge, or just get to market faster without wasting time or budget, we’ve got the engine.

The only question is, how do you get it to run?