Demand generation that builds your pipeline before buyers start searching.
I’m Anu Wadhwani. Thirteen years building demand for services and B2B businesses across APAC, North America and Europe, agency side and in-house at IBM. You get me directly, and I’ll work alongside whoever you already have, in-house or fractional, wherever that gets you a better result.
Businesses I’ve done this work for
IBM Envizi · ANZ Worldline (Bambora) · Board International · Nexia · Havwoods Australia · Queensland Capital Solutions · Rapid Global
Delivered agency-side and in-house at IBM.
The problem
You probably don’t have a lead problem.
Most businesses come to me asking for more leads. That’s usually not the problem.
Only about five percent of your market is looking right now. Everyone competent is fighting over them. It’s why they cost what they cost, and why they’ve heard your pitch before.
The other ninety-five percent aren’t looking yet. They will be. By then they’ll already have a shortlist in their heads, and it was built long before anyone opened a browser.
Growth doesn’t stall because the ads stopped working. It stalls because you’ve reached everyone who was already looking.
I start a step earlier.
The 95-5 split comes from the Ehrenberg-Bass Institute at the University of South Australia, published through LinkedIn’s B2B Institute.
How the work breaks down
Demand generation is three jobs. Most businesses are doing one.
Most businesses I meet do capture well, then wonder why growth flattened. It flattened because they finished the queue.
Creating demand
Making people want it before they go looking. LinkedIn, webinars, writing worth reading. Slowest to show anything, and the reason the other two get cheaper.
Capturing demand
Being the obvious choice the moment they start looking. Search, landing pages, review sites, and what an AI says when someone asks it who’s good at this. Most budgets already live here.
Converting demand
Everything between a form fill and a signed contract. Nurture, messaging, what sales actually needs, and tracking honest enough to show what worked.
What I do
Five ways in. Most clients start with one.
Demand strategy
Know who really buys, what they need to believe, and in what order, before anyone spends a dollar on media.
LinkedIn organic and ads
Reach the people who’ll buy next year, not just the small group filling in forms this week.
SEO and organic growth
Be the answer when someone finally searches, whether that answer comes from Google or from an AI.
Content and lead programs
Give people a reason to hear from you again, months before they’re ready to speak to anyone in sales.
Tracking and measurement
See which parts of your marketing actually worked, even when the sale takes most of a year.
Not sure which one you need?
Tell me what’s happening and I’ll tell you which of these would move the needle first, and which aren’t worth it yet.
Book a callFit
Who I work with
Plenty of good businesses need something faster or narrower than what I do. Tell me anyway. I can usually point you to someone worth talking to.
We’ll get on if
- You’ve run marketing before, so you know what compounds and what’s just activity.
- You can tell the difference between a lead and a buyer, and you care about the difference.
- You’ll read the report, then ask why. That second half is the useful part.
- You’d rather hear “that won’t work, here’s what will” than be agreed with.
We probably won’t if
- You need leads by the end of the month. That’s a different job, done well by other people.
- Volume is the target and quality is a bonus. I work the other way round.
- You’d rather the ads just ran. Fair enough, though the questions are where I’m most useful.
- Marketing gets judged each week on whether the phone rang. Demand takes longer than that to show up.
Who you’d be working with
Thirteen years, three vantage points.
Most of that time was inside marketing operations large enough to have a specialist for everything. I’m agency side in Sydney, where I built the content and messaging department from scratch and ran it. For a year I went in-house at IBM, on Envizi, helping take an Australian ESG software business into North America and Europe.
I’ve seen how a full demand operation gets built, which parts of it genuinely change the outcome, and how to fit that to a business working with a fraction of the people and the budget.
Some of that is knowing what to leave out. I’ll say when something isn’t worth doing at your size yet, and what I’d do instead.
- SydneyWorking with clients across Australia and offshore
- Masters in JournalismWhich is mostly why the writing is plain
- Google, LinkedIn and CXL certifiedPlus IBM’s Q1 2023 Global Marketing Award
Where I write
I think out loud on LinkedIn rather than keeping a blog nobody reads.
Three or four posts a week on demand generation for businesses with long sales cycles. Same voice as this site, less polish.