Easily observed or measured actions often mask hidden intent or complex motivations.
Deciphering why people are taking action (or not taking action) is almost always more powerful than only looking at a precise measurement of the activity.
Demand generation is rooted in the very first step that defined who the product should be designed to appeal to and why.
It requires understanding your high potential prospect's complete lifecycle...from what initiates the desire to change a behavior, to what prevents competitors from triggering another behavior change away from repurchasing your product.

We deconstruct all available information…from the "digital dust" of online activity to psycho-emotional drivers…to reveal the critical path to lowering acquisition costs and increasing lifetime value.
Without this knowledge, it is impossible to create compelling content that leads to sustainable conversion rates.
The strategic advantage of understanding the purpose of purchase in your category enables smarter optimizations that will beat those that simply know how to execute "best practice"-driven tactics that focus on how to take actions.

We use techniques focused on the complex psycho-emotional journey that turns a high-potential prospect into a high-value customer.
This combines steps to understand how to enter a prospect's initial consideration, how to earn their final selection, and how to protect the relationship as market dynamics create temptation to try other brands.
We work to develop evidence-based playbooks founded on core principles or guidelines that can be applied across all customer touchpoints and evolve as market dynamics change.
This creates more consumable content and the ability to amplify successful components while canceling or correcting ineffective efforts.