Friday, June 27, 2025 by Shelley Hirst

You’ve got a great product or service. You’ve got a capable sales team. And marketing is happening.  Yet the leads are weak.

A few organic posts. The occasional email blast. A webinar when there’s time. A tradeshow that’s expected to fill the pipe.  A golf day. And the hope that something lands.

But hope isn’t a go-to-market strategy.

If your activity is inconsistent, so will your results be. What you need is a rhythm. A repeatable structure that doesn’t just make noise but builds momentum.

From fragmented activity to structured impact

B2B tech marketing too often looks like a list of disconnected actions. A social post here. A newsletter there. A campaign was launched late because the content wasn’t ready.

The outcome? Nothing builds. You might get spikes in activity, but no sustainable progression.

Our 12-week continual campaign structures are built for consistency. Every week has a purpose. Every message connects. Every action supports the pipeline.

We build integrated campaigns that:

  • Educate and engage your target buyers
  • Create consistent outreach for your sales team
  • Eliminate vanity metrics
  • Generate leads with context, not cold volume

Predictable beats sporadic

When your sales team knows what’s coming, they can prepare. When your marketing team runs on a calendar, they can measure. When your leadership sees the plan, they can support it.

Our model in motion

We run these 12-week engines all year round:

  • Structured content drops
  • Weekly outreach and follow-up
  • Real-time feedback loops to adjust as we go

Everyone knows it, fewer put it into action because they are under resourced, under skilled or think they don’t have the budget

Not sure where to start?

Whether you’re a founder trying to get momentum, a sales leader wanting more predictability, or a channel team trying to enable partners,  Market Activation is a winning combination of structure, discipline and creativity that keeps buyers on the hook for the long term..

Time to leave behind the guesswork. And launch something that works week after week.

 

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™

Whether you’re an established vendor looking to accelerate direct sales, a channel-first business that wants to empower partners who can’t justify this level of investment, a fast-growing Channel Sales business with big ambitions, or a startup that simply can’t afford to waste time getting to market, this model was built for you.