The Route to Demand

Agency Blueprint for Audience-Based Businesses

How Publishers, Market Research Firms & Demand Gen Companies Can Build Profitable Agency Services

Market Trends & Opportunity

Multiple converging trends have created an unprecedented opportunity for audience-based businesses to expand into high-margin agency services.

$15B

B2B Demand Generation Service Market by 2033

85%

Publishers expect first-party data role to increase in 2026

$97.9B

Media Network ad spending by 2028

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Explosive Growth in B2B Demand Generation

The global B2B demand generation service market reached $8 billion in 2024 and is projected to nearly double to $15 billion by 2033. This growth is driven by fundamental shifts in how B2B buyers make decisions:

70% Digital Journey

Nearly 70% of the B2B purchasing journey is completed online before prospects ever speak to a sales representative

89% LinkedIn Usage

89% of B2B marketers use LinkedIn for lead generation, with 62% confirming its effectiveness

North America Leads

$4.5 billion market size in North America alone, driven by advanced digital infrastructure

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Why Now? The Convergence of Three Forces

1. Regulatory Imperative

GDPR, CCPA, and browser privacy changes have made third-party data unreliable and risky. First-party audiences are now the only sustainable targeting foundation.

2. Buyer Behavior Shift

B2B buyers complete most of their research independently online. Brands need partners who can influence decisions early in the journey through targeted content and engagement.

3. Revenue Diversification

Audience-based businesses face increasing pressure to reduce revenue concentration. Agency services provide high-margin, scalable revenue with strong exit multiples.

The Bottom Line: With B2B demand generation growing to $15B by 2033, first-party data becoming the primary targeting asset, and agencies commanding 8-12x EBITDA multiples, audience-based businesses have a clear path to transform their data into premium services. The question isn't whether to build agency capabilities—it's how quickly you can execute.

The First-Party Data Advantage

As third-party cookies disappear and privacy regulations tighten, first-party data has become the most valuable asset in digital marketing.

80%

Of marketers cite first-party data as top asset for cookieless future

71%

Of publishers recognized first-party data as key to advertising results (Q1 2025)

85%

Expect first-party data role to increase in 2026

60%

Of publishers plan to use first-party data for curated marketplaces

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The Data Supporting This Shift

The shift to first-party data is backed by compelling evidence across the industry:

80% of marketers cite first-party data as the top asset for transitioning to the cookieless future
71% of publishers in Q1 2025 recognized first-party data as key source of positive advertising results (up from 64% in 2024)
85% expect the role of first-party data in monetization to increase even more in 2026
60% of publishers plan to use first-party data for curated marketplaces
44% of publishers plan that more than 40% of impressions in 2026 will be provided through first-party data

Publisher Transformation: B2B publishing market stood at $242.63 billion in 2024, projected to reach $293.91 billion by 2033. Digital subscription revenues have grown by 27%, while demand for industry-focused newsletters and whitepapers has risen by 30%. Publishers are shifting from ad-supported to direct audience revenue models—and agency services represent the next evolution.

💡 Why This Matters for Agency Services

First-party audiences aren't just valuable for content monetization—they're the foundation of high-performing agency services. Your owned audience data provides the targeting precision, engagement insights, and conversion intelligence that make demand generation programs successful. This competitive advantage is difficult for traditional agencies to replicate.

The 3E Framework

A systematic approach to building agency capabilities through three evolutionary stages.

Leverage existing first-party audiences on both business and client ecosystems to create the foundation of an agency model. The objective is to engage and nurture owned and operated (O&O) audiences to derive pipeline impact.

Core Capabilities

CRM Refresh & Maintenance

Cleanse, enrich, and activate existing customer and prospect databases. Implement data hygiene protocols and progressive profiling strategies.

Inside Sales Activation

Deploy targeted outreach campaigns to warm audiences. Leverage existing relationships for higher connect and conversion rates.

Telemarketing Programs

Execute voice-based engagement with known contacts. Qualify leads and set appointments for client sales teams.

Content Syndication

Distribute client content to owned audience segments. Generate marketing qualified leads (MQLs) through gated assets.

Content & Research-Led Demand Gen

Create proprietary research, whitepapers, and thought leadership that attracts and educates target accounts.

Email Nurture Campaigns

Design multi-touch email sequences that guide prospects through the buyer journey with personalized content.

Investment Requirements

Marketing automation platform (HubSpot, Marketo, Pardot)
CRM system integration and data enrichment tools
Content production resources (writers, designers)
Inside sales team or outsourced SDR capability
Email deliverability and compliance infrastructure

Use lookalike audiences, intent data, install base analysis, and target account lists (TAL) to expand the outreach universe within existing ICP. This creates a larger top-of-funnel motion while maintaining targeting precision.

Extended Tactics

Lookalike Modeling

Build statistical models based on best customers to identify similar high-propensity prospects. Expand addressable market 3-5x while maintaining quality.

Intent Data Activation

Leverage behavioral signals showing active research (Bombora, 6sense, TechTarget). Target accounts demonstrating in-market interest.

Install Base Analysis

Identify technology stack gaps and complementary solution opportunities. Use technographic data for precision targeting.

Extended MQL/TOFU Motion

Create broader awareness campaigns with content offers, webinars, and assessments. Build larger nurture pools for long-term conversion.

Retargeting Campaigns

Deploy display and social retargeting to extended audiences. Maintain brand presence throughout buyer journey.

Programmatic Advertising

Use audience extension and programmatic platforms to reach lookalike segments. Optimize for engagement and conversion metrics.

Audience Extension Economics: Publishers using audience extension strategies report ability to satisfy advertiser demand at scale while maintaining 60% of firms highlighting advertising as major revenue contributor. Extended audiences enable premium inventory monetization at higher CPMs while providing advertisers with targeted reach.

Channel Activation

LinkedIn Advertising: Leverage lookalike audiences and Matched Audiences for precise B2B targeting
Display Networks: Programmatic campaigns across premium B2B publisher inventory
Native Advertising: Contextual placements in industry-relevant content environments
YouTube & Video: Pre-roll and discovery campaigns targeted to job titles and companies
Podcast Advertising: Sponsorships and dynamic insertion in business-focused podcasts

Increase pipeline scale through net new audiences identified via third-party data sources. Provision for future ICPs, markets, and opportunities through multi-quarter demand generation programs including pre-funnel activation and full-funnel nurture.

Expansion Strategies

Net New Audience Development

Identify and activate completely new market segments. Use third-party data providers (ZoomInfo, Cognism, Apollo) for fresh contact acquisition.

Pre-Funnel Activation

Build awareness in cold markets through thought leadership, industry events, and content marketing before active selling begins.

Omnichannel Orchestration

Coordinate touchpoints across email, social, display, events, direct mail, and video. Create consistent presence throughout buyer journey.

Account-Based Marketing (ABM)

Execute targeted programs for high-value accounts with personalized content, direct outreach, and coordinated campaigns across buying committees.

Geographic Expansion

Enter new regional markets with localized messaging, partnerships, and market-specific demand programs.

Vertical Market Entry

Develop industry-specific expertise and targeted campaigns for new verticals. Create specialized content and case studies.

The Full-Funnel Approach

Successful expanded programs require orchestrated activities across the entire demand waterfall:

Awareness Stage: Building Mindshare

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Thought leadership content in industry publications
Speaking engagements at relevant conferences
Sponsored research and original industry reports
Podcast sponsorships and guest appearances
Social media presence and community building
Educational webinar series

Consideration Stage: Building Credibility

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Solution-focused whitepapers and guides
Comparative analyses and buying guides
Case studies demonstrating ROI
Product demonstrations and assessments
Analyst reports and third-party validation
Interactive tools and calculators

Decision Stage: Enabling Purchase

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Personalized proposals and business cases
ROI calculators with custom scenarios
Implementation roadmaps and timelines
Customer success stories from similar organizations
Executive briefings and QBRs
Pilot programs and proof of concepts

Buying Committee Engagement

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Address multiple stakeholders with role-specific messaging:

Influencers: Technical depth, implementation details, integration capabilities
Decision Makers: Business case, competitive differentiation, strategic alignment
Approvers: Executive summary, risk mitigation, organizational impact
Economic Buyers: ROI analysis, total cost of ownership, financial justification

Implementation Roadmap

A phased approach to launching and scaling agency services.

Building a successful agency business requires a systematic, staged approach that balances risk with growth potential. This roadmap guides you through four progressive phases over 24 months, starting with your existing assets and capabilities before expanding into new markets and services. Each phase builds on the previous one, allowing you to validate business models, refine processes, and achieve revenue milestones before making larger investments. This de-risks the journey while maintaining momentum toward a full-service, high-margin agency operation that can command premium valuations.

Phase 1: Foundation (Months 1-3)

Audit existing assets: Catalog first-party audiences, content library, technology stack
Define service offerings: Package 2-3 core services based on existing strengths
Establish pricing model: Choose between project-based, retainer, or performance-based pricing
Technology infrastructure: Implement or upgrade marketing automation, CRM, analytics
Pilot program: Launch with 2-3 friendly clients to test processes and refine offerings
Team structure: Hire or allocate resources for account management, execution, reporting

Phase 2: Scale Existing Capabilities (Months 4-9)

Expand client base: Target 10-15 clients using proven playbooks from pilot
Systematize delivery: Document processes, create templates, establish quality standards
Build case studies: Capture results and success stories for future marketing
Optimize operations: Implement project management systems, reporting dashboards
Revenue growth: Target $500K-$1M in agency revenue to prove model viability
Team expansion: Add specialists in key areas (content, paid media, analytics)

Phase 3: Add Extended Capabilities (Months 10-15)

Intent data partnerships: Integrate Bombora, 6sense, or similar platforms
Programmatic capabilities: Launch display and retargeting campaigns
Lookalike modeling: Develop proprietary audience expansion methodology
Channel diversification: Add LinkedIn, native advertising, video to service mix
Client expansion: Grow to 20-30 active clients with expanded service adoption
Revenue milestone: Target $2M-$3M in annual recurring revenue

Phase 4: Market Expansion (Months 16-24)

New audience development: Build third-party data acquisition and activation capabilities
ABM programs: Launch account-based strategies for enterprise clients
Vertical specialization: Develop industry-specific expertise and case studies
Geographic expansion: Enter new regional markets or international territories
Advanced analytics: Implement attribution modeling, predictive scoring, ROI measurement
Scale milestone: Achieve $5M+ in agency revenue with strong unit economics

Ready to Build Your Route to Demand?

Transform your first-party audiences into a high-margin agency business with proven frameworks and systematic implementation.

Let's Build an Agency!