PLAYBOOK

The Demand Gen Guide: Quick plays to make you a better marketer.

The Demand Gen Guide is a practical, ongoing series built for modern B2B marketers navigating constant change. Each volume delivers clear insight into what’s changed, why traditional tactics fall short, and the exact, tested plays you can use to drive qualified demand, pipeline, and revenue—without the fluff.

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Volume 1: AI search and paid media   

As AI transforms how buyers search and decide, Volume 1 delivers the exact plays marketers need to win visibility in LLMs and improve paid media ROI.  

 

 

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FAQs. 

Why is The Demand Gen Guide critical for my current strategy?
B2B demand generation is getting harder as SEO traffic declines and paid media competition rises. This guide provides the exact "quick plays" we use to secure visibility in the new era of AI search and maximize paid media ROI through precision targeting. Download the playbook to see how adapting to these shifting rules can turn disruption into pipeline.
How does Iron Horse approach Answer Engine Optimization (AEO)?
To future-proof your visibility, we help brands evolve from traditional SEO to AEO by creating authoritative content that is structured for both AI models and humans. By prioritizing clarity, depth, and schema markup, we ensure your brand remains the trusted source of truth as buyers increasingly rely on generative AI for discovery.
How will this playbook help me improve Paid Media ROI?
We shift the focus from vanity metrics like click volume to smarter audience segmentation and consistent post-click experiences that actually drive revenue. The guide details how to align your ad messaging with landing page content to significantly reduce bounce rates and lower your effective cost per acquisition. Need Iron Horse to do the work? Contact us. 
What results can I expect from the 30/60/90-day "Quick Start" plans?
The guide outlines a specific roadmap to audit your current content, refine audience segments with verified data, and launch high-intent campaigns. You will learn how to implement data-driven strategies—like publishing original research and personalizing post-click journeys—that build credibility and accelerate revenue growth within a quarter.

Related resources.

Videos

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Cut through the noise and deliver more demand.

Fresh perspectives, actionable insights, and no-fluff discussions to help marketers optimize your strategies and deliver demand.


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Why isn't my demand gen program delivering?

Why isn't my demand gen program delivering?

Stop guessing why your campaigns are underperforming. Use this checklist to audit the four critical pillars of growth marketing and identify where your funnel is breaking.

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PLAYBOOK

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The B2B Website Personalization Playbook.

The 10 innovative ideas for personalization you should absolutely be using in 2025, and the tools to make them successful.

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Don't navigate these plays alone.

Partner with us to future-proof your demand gen.

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