In reality, if your B2B buyers are on LinkedIn, then they are also using:

- Facebook- 88.4%
- TikTok- 46.5%
- Twitter- 65.4%
- YouTube- 78.3%
- Instagram- 82.5%

Yes, B2B buyers aren't just on LinkedIn, so you shouldn't just target them there, but also use a multi-channel approach.

Here's why you shouldn’t give up on demand gen.

Many companies look at demand gen efforts in a limited time frame as they do with lead gen, and end them before they have a chance to succeed

But demand gen is a long-term strategy that takesat least 4-6 months to work because it takes time for your buyers to:

In what is known as the Mere Exposure Effect, people show an increased liking and trust for stimuli the more they are exposed to them.

And that continuous exposure through multiple touchpoints with your buyers in the dark social results in product consideration and leads to inbound opportunities when they’re ready to buy.

The best way to position your product is to position it as a solution to 3 levels of problems:-

- External → The actual problem
- Internal → How the actual problem makes them feel
- Philosophical → A belief statement about the actual problem

What exactly does that mean?