Demand Generation
Demand generation requires precise customer segmentation, strategic value communication and mechanisms of urgency (FOMO) to attract high-margin customers and shorten the decision-making process.
What is demand generation?
Demand generation is the strategic process of building awareness, interest and the need to buy in ideal customers, before they even enter the phase of actively seeking a solution. It involves precisely reaching the right audience, providing them with valuable content, and creating conditions in which they naturally come to the conclusion that they need a product or service.
A key element of demand generation is to change the market’s perception through education, storytelling and providing unique value, rather than aggressive selling. A successful strategy includes building a company’s expertise, creating content tailored to customers’ purchase path, leveraging mechanisms of urgency (FOMO), and engaging customers through interactions and events. The goal is not only to attract potential customers, but also to shorten their decision-making process and increase the quality of leads generated.
Why do companies use demand generation?
Companies use demand generation to attract and engage potential customers even before they actively seek a solution to their needs. It’s a strategy that is not just about selling, but about building awareness, expertise and trust, making the brand the first choice when a purchase need arises. In dynamic industries such as IT and AI, competition is fierce and decision cycles are long – so companies must anticipate customers’ movements, educate them and shape their thinking long before the moment of purchase. Effective demand generation shortens the sales process, increases the conversion of valuable leads and builds long-term competitive advantage by making the brand define the market, not just react to it.
SEO and SEM in demand generation strategy
SEO and SEM serve a key function in building image and maintaining continuous brand visibility in the minds of decision makers. SEO allows for systematic empowerment through expert content, which not only answers specific customer questions, but also shapes their perception about innovative AI and data engineering solutions. High-quality content marketing, combined with technical optimization and link building strategies, increases brand recognition in organic search results and makes a company a natural choice when customers enter the decision-making phase. SEO in this context is not only a sales tool, but also a long-term investment in positioning a company as an industry leader.
SEM, on the other hand, allows for continuous brand recall and targeting of the message to the right audience at different stages of their purchase path. PPC campaigns in Google Ads and LinkedIn Ads can be used to promote exclusive events, case studies or premium content that highlights a company’s unique values. Retargeting ads make it possible to reach users who have already encountered the brand but have not yet made a decision, enhancing the FOMO effect and shortening the purchase process.
Thus, the combination of SEO and SEM in a demand generation strategy acts not so much as a classic lead generation mechanism, but as a tool for long-term prestige building and keeping the brand at the forefront of customers’ minds, resulting in higher conversion of high-value leads.
What companies are using demand generation?
Demand generation is used primarily by companies in the B2B and technology sectors, where purchasing processes are complex and customer decisions require a long learning cycle. Examples include SaaS software providers (e.g., HubSpot, Salesforce), technology companies (e.g., AWS, IBM), IT consultants (e.g., Accenture, McKinsey Digital) and software houses such as STX Next. This strategy is also being used by manufacturers of innovative AI, cyber security and automation solutions, where customers are often not yet aware of the technology’s full potential. Demand generation also works well in the industrial, medical and e-commerce sectors, where companies educate the market to create demand for their products and services before customers actively seek them out.
Who is responsible for generating demand?
Demand generation is the responsibility of the marketing and sales teams, working closely with the company’s strategy department and management. A key role is played by the Head of Demand Generation, who oversees the customer acquisition strategy through market education, content marketing, strategic partnerships and FOMO (fear of missing out) mechanisms. The marketing department is responsible for content creation, advertising campaigns, social media and SEO to build awareness and interest. The sales team converts leads generated by marketing, and management determines key market segments and business priorities. In some companies, especially B2B and technology companies, growth marketing and business analytics specialists may also be responsible for demand generation, optimizing sales processes based on data and customer behavior.
Who is the External Demand Generation Director?
An external Demand Generation Director is an expert or consulting firm that specializes in building growth strategies and acquiring quality leads for companies that lack internal resources or need a new prospect. His role involves analyzing the market, defining the ideal customer (ICP), optimizing marketing processes and implementing campaigns that engage prospects. He uses modern methods such as account-based marketing (ABM), content marketing, SEO, social selling and FOMO mechanisms to increase interest in the company’s offerings.
His advantage comes from flexibility and a fresh perspective – he is not bound by the organization’s internal processes, so he can quickly adapt his strategy to changing market conditions. An external Demand Generation Director often works with management and the marketing and sales teams, combining analytical data with strategic knowledge. He or she works on a project basis or as part of a long-term contract, providing the company with turnkey frameworks and solutions that accelerate business scaling and increase customer conversions.
Example Demand Generation Strategy for STX Next
STX Next is today a company with great technological potential, but at the same time facing a serious business challenge. Through its merger with Brainhub and earlier acquisition of Ermlab, it has expanded its competencies in AI, data engineering and modern web technologies, which should make it more competitive in international markets. The opening of the center in Mexico confirms its global expansion ambitions, but its efforts to date have not translated into increased financial results or a stronger market presence.
STX Next is at a crucial juncture, where further success will depend on successfully adjusting its strategy – both in terms of demand generation and optimization of business processes and sales.
Development Strategy - Key Directions of Action
To capitalize on its strengths and reduce risks from weaknesses and threats, STX Next should:
✅ Improve marketing and SEO strategy – Increase visibility through storytelling, employer branding and better customer segmentation.
✅ Create exclusive events for decision makers – Meetings with CEO/CTO instead of webinars can increase customer conversions.
✅ Leverage the FOMO effect – Limited service availability and demand transparency can accelerate customer purchase decisions.
✅ Build a viral AI product – A proprietary AI solution could increase team engagement and market appeal.
✅ Strengthen employer branding – Improving the company’s image and better internal communication can attract top talent.
🚀 Effect: STX Next can not only improve visibility and lead generation, but also become a more attractive workplace and business partner for big players.
Effective communication of values
Companies that successfully generate demand are not selling technology, but the promise of transformation and competitive advantage. The strongest impetus for action is a sense of urgency – if market leaders are already deploying new solutions, their competitors must step up to the plate to avoid being left behind.
The most effective communication uses storytelling based on the actual results of implementations. Customers buy a vision, a story, something that makes them feel they are making a breakthrough change. Instead of boring case studies, ✅ Before and after – what was life like before AI, and what is it like now? ✅ Real numbers – “Company XYZ reduced operating costs by 40% by automating data analysis.” ✅ Quotes from decision makers – “If we had known this was possible before, we would have implemented it years ago.”
An effective communications strategy is not about describing an offering, but about building conditions in which the decision to implement becomes a natural step in the company’s development
✔️Zmiana communication strategy – abandoning generic technology content in favor of specific, strategic materials tailored to the customer buying path.
✔️Nie we sell services, only transformation
📌 The most important emotional trigger: “Is your company ready for the AI revolution? If not – your competitor is already implementing it.”
🔥 Trigger emotions that lead to action – customers don’t just hear about us, they feel they must act immediately.
To improve communication effectiveness, a company should:
- Understand the customer’s decision-making process: What are their pain points, what previous attempts to implement AI have not worked?
- Instead of selling services, sell transformation: STX Next should show that its solutions are the “path of least resistance” to achieve the customer’s goals, e.g. improved business process efficiency, better data analytics, AI automation.
- Tailor content marketing to different stages of the purchase path: blogs, case studies and reports should be less technical and more strategic to convince business decision makers. Engage in conversations with potential customers to better understand their real-world challenges before making an offer.
Creating a sense of urgency (FOMO)
Companies that successfully build demand use urgency mechanisms to accelerate purchasing decisions and increase the perceived value of their services. Limited availability, exclusivity and social proof reinforce the FOMO effect, or fear of missing an opportunity, making customers not only consider doing business with them, but feel pressure to act immediately. A strategy based on a limited number of project slots, closed events requiring pre-registration and transparent demand communication builds the company’s image as a desirable business partner with whom cooperation is not available to everyone.
📌 Emotional Trigger: FOMO (Fear of Missing Out) – if other companies are achieving such growth and yours is stagnant, it means you’re losing out.
✔️ Hold closed events that require pre-registration to increase their value and exclusivity.
✔️ Using social proof – showcasing customer successes so that others feel pressure to join the ranks of companies working with STX Next.
Instant conversion mechanisms - how to get customers to act?
A successful growth strategy is based on the use of urgency and selectivity, which naturally accelerate decision-making processes and increase the value of the offering in the eyes of customers. Mechanisms such as customer pre-qualification, restrictive selection and transparent communication about limited service availability make the decision to do business not deferred, but prioritized. Customers, seeing a clear signal that the company is not available to everyone, feel more motivated to act quickly so as not to miss a strategic opportunity to innovate and grow
📌 Emotional Trigger: “Last place taken? Why didn’t I know this before!”
Traditional marketing strategies say, “Wait, think, decide.” We say, “If you don’t decide now, this opportunity will be lost.”
✅ Limited project slots – only 3 free slots for Q2 2025. ✅ Invitation-only access – to get into the AI program, companies need to pre-qualify. ✅ Exclusive webinars – closed meetings only for CEOs and CTOs of Europe’s largest companies.
Building a brand that inspires admiration
Strong brands don’t just attract customers with their offerings, they create a movement around their idea, inspiring and defining the future of the industry. Exclusivity and elitism build prestige, which makes cooperation with a brand a status symbol and competitive advantage.
📌 Emotional Trigger: People want to belong to an exclusive club of winners. If STX Next is the elite, then every CEO wants to get in.
🚀 Transform STX Next into a cult brand – we are not another software house, we are the change the industry needs.
People don’t admire mediocre brands. They admire those that challenge the status quo and change the rules of the game. STX Next is becoming a brand that people want to talk about.
✅ Iconic communication – “You don’t need more data. You need more intelligence.” ✅ Public challenges to the industry – “90% of AI implementations fail. We are among the 10%. How about you?” ✅ “Not for everyone ” strategy – STX Next doesn’t work with everyone. It only works with leaders.a
Identifying the right audience
Precise customer segmentation allows a company to focus on the most valuable customers, who not only generate higher margins, but also have greater loyalty and long-term potential for cooperation. Rather than targeting a broad audience, companies operating in B2B and technology markets should define their Ideal Customer Persona (ICP) based on key characteristics, such as scale of operations, level of readiness to implement new technologies and ability to invest in digital transformation. Proper targeting eliminates price competition, allows personalization of the marketing message and increases the effectiveness of sales efforts, as communications reach companies that are in real need of advanced solutions, not just looking for the cheapest option on the market.
An effective segmentation strategy should be based on distinguishing the market into three key groups: mass, niche and luxury customers. The greatest value is generated by companies that actively implement artificial intelligence and digital transformation, because their technology needs are more complex and their purchasing decisions are based on quality and expertise, not just the cost of services. Eliminating weak leads – i.e., companies that don’t have the right budget, a long-term technology vision or aren’t ready for scalable implementations – allows sales and marketing resources to be focused on customers with the highest business potential. Analyzing existing contracts, their profitability and industry specifics allows you to isolate buying patterns and focus on market segments that generate the highest return on investment, which builds a company’s competitive advantage in the long term.
✔️ Transparent customer segmentation – accurately defining ICP and cutting out the mass market to avoid price competition.
Currently, STX Next targets a broad market of technology companies and medium and large enterprises, but does not necessarily effectively reach the most valuable customers. Implementing precise targeting should include:
- Segmenting the market into mass, niche and luxury. In the case of STX Next, the greatest potential lies in niche technology companies and corporations implementing AI and digital transformation.
- Eliminating weak leads – avoiding customers who are looking for low-cost services or who are driven solely by price, which will help cut out the competitive mass market.
- Analyzing current customers and identifying patterns in their behavior, problems and industries to focus on those with the highest potential for long-term cooperation.
How to segment customers?
The AI readiness assessment allows companies to accurately identify which organizations are realistically prepared to implement advanced technology solutions.
An exclusive waiting list for AI and data engineering consulting acts not only as a filter to qualify customers, but also as a mechanism for creating a sense of urgency (FOMO). Segmenting clients by their level of technological maturity allows for more effective matching of offerings – large technology companies require support in optimizing their cloud infrastructure, mid-sized SaaS and e-commerce companies are looking for scalable DevOps solutions, and enterprises in traditional industries need comprehensive business process automation support.
✔️ Creating an “AI Readiness Score ” – a scorecard for companies that want to implement artificial intelligence to assess their readiness to implement AI technology. After completing the test, you will receive a customized recommendation, and STX Next can continue communicating with those who are most ready for implementation.
✔️ Introducing a waiting list for access to exclusive AI and data engineering consultations – for example, the company is opening only 10 spots for free technology audits per month. Communicate urgency: “Our teams are only able to take on 5 projects per month – join the list to reserve a spot.” STX Next can use the waiting list to present new services (e.g., a new AI-driven software development collaboration model).
📌 Segment customers into 3 key groups:
- Large technology companies that want to deploy AI and data engineering – corporations that need advanced data analytics, machine learning and cloud infrastructure optimization.
- Mid-sized SaaS/E-commerce companies that need to scale IT infrastructure – companies that need robust DevOps and cloud to support large numbers of users.
- Companies in traditional industries that want to implement digital transformation – such as manufacturing companies that are looking for AI solutions to automate processes.
Ideal Customer Profile (ICP)
ICP (Ideal Customer Profile) is a precisely defined customer profile that has the highest potential for a long-term and profitable partnership with a company, maximizing business value on both sides. Defining the ICP is based on an analysis of key customer characteristics, such as the organization’s size, industry, technology needs, budget and readiness to innovate. Companies use ICP to efficiently allocate sales and marketing resources, focusing on those customers that best fit their offerings and growth strategies. This profile not only eliminates low-margin and ineffective leads, but also shortens the sales process, as communication is tailored to real customer problems and priorities.
ICP differs from the classic buyer persona because it focuses on the characteristics of the company as a whole, rather than individual decision makers. The ideal customer has a specific need that can be solved through the products or services offered, has an adequate budget and is ready for long-term cooperation. In the context of technology companies, such as software houses or AI vendors, the ICP can include medium- to large-sized companies that are already undergoing digital transformation and need advanced cloud, automation or artificial intelligence solutions. An effectively defined ICP increases the chances of high-quality leads, increased customer retention and higher contract value.
Ideal Customer Profile for STX Next:
✅ Has a real business problem that can be solved with AI, data engineering or DevOps.
✅ Is in an industry where the use of AI and automation offers clear benefits (e.g., e-commerce, SaaS, fintech, logistics).
✅ Is a medium to large sized company (50+ employees) that has a budget for strategic AI investments.
✅ Already has experience with digital transformation and understands the value of technology – but is not an expert, so needs a technology partner.
✅ Is looking for a long-term partnership instead of a one-time project.
📌 Avoids:
❌ Startups with no budget for long-term projects.
❌ Companies looking only for the cheapest contractor.
❌ Industries where AI and cloud solutions have little relevance (e.g., micro service companies).
Exclusive meetings for decision makers at STX Next - How to effectively engage CEOs, CTOs and CMOs?
Effectively reaching decision makers requires creating a space where they feel part of an elite group and can receive unique, practical solutions. This model of interaction not only shortens the sales cycle, but also strengthens the company’s position as a trusted advisor rather than a service provider. When an organization becomes a strategic partner instead of a vendor, it attracts higher-value customers, building long-term loyalty and market advantage.
Exclusive meetings for key decision makers (CEO, CTO, CMO) are an effective strategy because high-level leaders do not attend standard webinars and advertising campaigns. They need an exclusive, strategic approach that immediately delivers value and shortens the decision path.
🔹 Key barriers to engaging decision makers:
❌ Lack of time – CEOs and CTOs don’t have an hour for general presentations.
❌ Reluctance to “for all ” events – elite leaders don’t want to attend mass webinars.
❌ Lack of real value – standard events don’t solve their specific problems.
❌ Skepticism about sales – they don’t want to be “sold”, prefer real strategy discussions.
📌 So lution?
STX Next should hold closed, intimate live meetings attended only by selected decision makers, with real challenges and transformational strategies as the topic.
🎯 Effect:
- Direct conversations with the most important people in the company (without going through multi-stage sales funnels).
- Shortening the decision-making process – from several months to a few weeks.
- Build relationships and position yourself as an expert – instead of “classic sales” we offer strategic consulting.
How to turn a meeting into a collaboration?
✅ Webinars don’t work for CEOs and CTOs – exclusive meetings build relationships and trust.
✅ Intimate group = deeper interaction, better understanding of customer needs and faster decision.
✅ Strategic topics attract interest and reinforce STX Next’s position as an expert.
✅ Follow-up and assessment help turn participants into real customers.
📌 Follow-up within 24 hours after the meeting
✅ “What were your key findings? Do you see space to implement this strategy in your company?”
📌 Suggest an assessment as the next step
✅ “I would like to analyze your company in terms of what we discussed. We can do an assessment to see what solution fits best.”
🎯 Result: The meeting naturally leads to an assessment and further cooperation.
What should an exclusive meeting for decision makers look like?
✅ Maximum of 10-15 participants – only for CEOs and CTOs from companies that meet certain criteria.
✅ By invitation only – invitations are not open, but sent directly to selected individuals.
✅ Best way to invite: LinkedIn and email.
Sample message:
💬 “I’m organizing an intimate meeting for CEOs and CTOs on [topic]. The event is for only 10 people – we want to have a specific value and discussion. Would you like to join?”
💬 ”How to scale a company effectively without operational chaos?”
💬 “How can a CEO reduce IT costs by 30% while accelerating innovation?”
✅ We don’t offer a service straight away – we present a strategy that participants can implement.
✅ We provide knowledge, but its implementation requires the support of STX Next.
Engagement and lead generation
Effectively engaging potential customers requires precise messages that make them aware of the risk of stagnation and point them towards a clear path to improving their results. A strong message that addresses specific industry problems effectively shortens the decision-making cycle and increases the conversion of leads into real collaborations. Companies should not wait for the customer to start looking for a solution themselves – they should think ahead and provide messages that make action a necessity.
Examples of communications that engage leads:
💬 “Your company generates huge amounts of data, but you lack effective tools for analyzing and monetizing it?”
💬 “Are your company’s IT operating costs increasing and processes not optimized?”
💬 ”Companies that have implemented AI in the last 3 months are already optimizing costs. Isn’t your company falling behind?”
💬 “If your IT teams are constantly struggling with failures and inefficiencies, instead of building a market advantage, it’s time for a change.”
💬 ”In 6 months, your company could have fully automated AI analytics. Here’s the first step.”
💬 “Did you know that 90% of AI implementations fail because…? Find out what companies who have succeeded are doing.”
💬 ”If you’ve already tried to implement AI and it didn’t work, it’s because you lacked a strategy.”
Sales through assessment – How to effectively engage and convert large companies?
Sales through assessment consists of providing the client with a strategic analysis of their business situation before offering a specific solution. The assessment allows the client to identify their problems themselves, measure the scale of lost opportunities and obtain a recommendation for the best approach.
This approach increases the credibility of the technology service provider and eliminates purchasing resistance, as the customer does not feel that they are being “sold” – they themselves come to the conclusion that implementing AI is a necessity for them. In addition, the assessment builds urgency into the decision, as the report clearly shows how much the company is losing by delaying the transformation. Strategically using the assessment as a premium service – e.g. through a limited number of places or a dedicated landing page – reinforces its perceived value and attracts customers who are more likely to act as early as the analysis stage.
✅ Instead of saying, “We will implement AI in your company,” say, “First, we will assess whether AI is right for you and what benefits it will bring.”
💬 ”Is your company ready for AI? Find out with an assessment.”
📌 Instead of selling a ready-made solution, sell a “Strategic AI and Data Engineering Analysis” that helps the customer:
✅ Identify where they are losing money and efficiency.
✅ Get a concrete diagnosis of operational and technological problems.
✅ Receive a recommendation for a solution tailored to their organization.
📌 Result:
🎯 The customer recognizes the problem and the need for STX Next solutions themselves, instead of feeling “sold”.
🔹 Thanks to the assessment, the customer sees how much they lose if they do not decide to implement the solution.
🔹 The report clearly presents the ROI – i.e. how much efficiency will improve after implementation. The assessment report should include a concrete analysis of costs and lost opportunities to increase the urgency of the client’s action.
✅ Action for STX Next:
- Create a landing page “Is your company ready for AI?”
- Promote the assessment as a limited premium service.
Benefits of selling through assessment
Selling through an assessment allows companies to minimize decision resistance from customers because it offers them value already at the analysis stage, instead of requiring an immediate budget for implementation. Customers who are not yet ready for a full investment can see specific gaps in their organization and receive personalized recommendations, which reduces risk and increases willingness to cooperate further. Thanks to this, the assessment lowers the barrier to entry, making it easier for customers to move from the phase of interest to the decision-making phase in a more natural and comfortable way.
✅ Lowers the barrier to entry – instead of asking the customer for a large start-up budget, we first engage them in the analysis.
✅ Builds trust and expert status – the company does not force sales, but helps the company to discover its own problems.
✅ Generates urgency and the need for action – the customer receives a report that clearly shows how much they are losing without implementing AI.
✅ Creates personalization and unique value – the solution is “tailor-made” and not a ready-made product.
Overcoming customer resistance – How to effectively guide them to a decision?
Selling AI, data engineering and DevOps services to large companies involves long decision-making cycles and a high level of skepticism. These companies often delay the decision to implement new technologies, even if they know it can benefit them. To overcome their resistance and uncertainty, STX Next must use strategic sales mechanisms that naturally lead customers to action.
📌 Assessment – eliminates the barrier of “this is not for me” and shows the customer the real consequences of their current situation.
📌 FOMO and the tension between supply and demand – make the customer make a decision more quickly instead of putting it off indefinitely.
📌 Storytelling and personalization – help turn skepticism into trust and make it easier to identify with the problem.
📌 Talking to the right person shortens the sales process and avoids unnecessary resistance.
✅ The result? A customer who was previously uncertain now sees value, feels urgency and wants to act. 🚀
Should the assessment contract allow for the possibility of using it for marketing purposes?
Yes, the assessment should include a clause allowing the results to be used in marketing because:
✅ Generates storytelling materials – real data and case studies help to convince other customers.
✅ Shows the real value of STX Next services – instead of general promises, the company presents concrete results.
✅ Builds social proof – potential customers can see how others have benefited from the cooperation.
✅ Strengthens the sales strategy – new case studies help in sales talks and content marketing.
🎯 Effect: Customers who pass the assessment not only gain value for themselves, but also become part of a larger narrative built by STX Next.
Storytelling
Storytelling is the art of telling stories in an engaging way that builds an emotional connection with the audience and conveys specific values, ideas or goals. In a business context, it is a communication technique that uses narrative instead of dry facts and figures to persuade, inspire and motivate the audience to act. A well-constructed story has a protagonist (usually a customer or user), a problem to be solved, a breakthrough moment, and a satisfying ending that shows the value of the solution offered.
In marketing, sales, and management, storytelling plays a key role in building a brand, increasing customer engagement, and creating a message that is remembered. Strong stories help companies stand out in the market because instead of focusing on products or services, they shape an emotional experience around them. Companies such as Apple and Tesla successfully use storytelling not only to sell products, but also to create movement around their vision and values, making customers and employees feel part of something bigger.
Is storytelling the current STX Next reference?
Not exactly. The current testimonials on the STX Next website are not true storytelling, but only general descriptions of the cooperation. Many of them are classic testimonials (customer reviews), but they lack the narrative, emotion, and context that engage the reader.
📌 Main problems with current testimonials:
❌ Too general and without specific context – “STX Next works well”, but it is not clear what the specific problem was, what path the customer took, and what results they achieved.
❌ Lack of clear customer transformation – storytelling should show the starting point, obstacles, and final success.
❌ No narrative about challenges – every good story has a “before” and “after” element that makes the solution valuable.
❌ Current format:
“STX Next implemented AI for Wunderman Thompson, improving the data collection process.”
✅ New storytelling format:
💬 “When Wunderman Thompson approached STX Next, their main problem was that the data collection process took them up to 4 hours a day. They tried several solutions, but none were flexible enough. After undergoing AI assessment, STX Next developed a strategy for an ML-based data processing system. The result? A process that used to take 4 hours now takes just 15 minutes.”
🔹 Include quotes from decision-makers who have experienced the change – “Previously, we had to spend hours every day manually analyzing data. Now, this process is fully automated.”
🔹 Show real numbers and success rates – e.g. “Automation has reduced operating costs by 40% and accelerated response times to customer inquiries by 300%.”
🔹 Use storytelling with metaphors – e.g. “It’s like the company has gone from a slow truck to a super-fast train that delivers results in real time.”
How can I implement storytelling in my references?
📌Each case study should be linked to an assessment
- Instead of general stories, the company should show how the assessment helped the client understand their problems and led to an optimal solution.
- “Company XYZ had problems with IT performance. After undergoing an assessment, it became clear that the main barrier was the fragmentation of systems. Our project helped create an integrated DevOps environment, which reduced the time to implement new features by 50%.”
📌 Introducing the “Customer at the center of the story” strategy
- Current case studies focus on the contractor. The client should be the hero of the story, and the contractor his guide, helping him to achieve success.
📌 Use of specific numbers and results
- Each case study should have clear, measurable results:
- 🔹 “STX Next implemented AI, which reduced data processing time from 4 hours to 15 minutes.”
- 🔹 “Automation helped the company reduce costs by 30% and increase operational efficiency by 50%.”
📌 Including storytelling in customer testimonials
- Instead of dry reviews, customers should tell their story in the style of:
- 🔹 “Previously, our IT team had a problem with process integration, which caused delays of up to a week. Thanks to STX Next, our workflow is now automated and runs without downtime.”
🎯 The effect?
- Greater credibility and authority of STX Next in the market.
- More effective sales based on real results, not promises.
- Better conversion of potential customers who see how others have achieved success.
Internal culture of virality and passion
An internal culture of virality and passion is an environment where employees feel excitement and pride in what they create, and their commitment naturally translates into market enthusiasm. It is not just a question of motivation, but a foundation that drives innovation, talent and team loyalty. Companies like Apple and Tesla have achieved this by giving their teams a sense of purpose – their employees weren’t just “doing projects”, they were changing the world.
At STX Next, we lack a tangible product that could act as a catalyst for this passion, something to brag about, something to develop and something that the whole industry talks about. If a company wants to attract the best engineers and become viral both internally and externally, it must create something that inspires – an innovative AI project, a groundbreaking analytical system or an open-source tool around which a team can build genuine energy and commitment.
How can you create an internal culture of virality and passion through your product?
The current problem of disengagement and “reptile mode” (minimal effort, lack of enthusiasm) is due to the fact that STX Next does not have a concrete, tangible product around which employees can unite and get excited.
📌 What do we know?
✅ Developers and programmers get the most satisfaction out of creating something groundbreaking.
✅ Apple and other tech companies have achieved high engagement by giving employees a vision and a product that changes the world.
✅ STX Next is active in the area of AI and marketing, but lacks its own viral product.
✅ The greatest potential for something that employees will “live” lies in AI and automation technology.
📌 Solution?
STX Next should create its own AI product that will become the focal point of the company’s vision, a source of pride for the team, and something they can boast about in the market.
🎯 Goal:
- Increase internal motivation and excitement among employees.
- Create a viral effect in the industry – something that others will talk about.
- Build a product that will attract the best developers and make STX Next seen as a company of the future.
✅ Effect for the team:
- Employees can develop AI and test its capabilities instead of working on “the next client project”.
- The product becomes something they can brag about and engage the community with.
How can STX Next implement this strategy?
📌 Creation of a “Secret R&D Team” to build the product
✅ Developers feel they are working on something special.
✅ The exclusivity of the team increases commitment.
✅ The team can be a “think tank” that comes up with new product concepts.
📌 Official launch and viral publicity of the product
✅ Use of storytelling – how the company built this product and what it means for the industry.
✅ Presentation for the development and marketing community.
✅ Use of testimonials and recommendations from industry leaders.
Partnerships
Strategic partnerships are one of the most effective mechanisms for generating demand because they enable a company to access new markets, technologies and customers without having to build everything from scratch. Collaborating with renowned brands or industry experts strengthens credibility and accelerates the decision-making process for potential customers, eliminating the natural resistance to new suppliers.
For STX Next, partnerships can mean, among other things, the integration of AI with e-commerce platforms, cooperation with cloud leaders, or joint research initiatives with data engineering companies. The result? Faster access to target customers, greater recognition and increased demand through natural recommendations and cross-selling. In the B2B world, customers rarely make decisions in isolation – they operate in ecosystems where partnerships can become a key catalyst for growth and facilitate business scaling.
Example: Strategic cooperation between STX Next and cyber_Folks
STX Next, as a company specializing in AI and data engineering, has the potential to revolutionize the approach to eCommerce. In turn, cyber_Folks is aggressively developing its hosting and technology services for the eCommerce sector. The combination of these two companies could create a truly groundbreaking AI product for the eCommerce market, which will not only drive virality within STX Next, but also open up new business opportunities.
📌 The solution?
🎯 AI for eCommerce Growth – “EcomBrain” STX Next + cyber_Folks can create a joint AI product that will change the way companies manage eCommerce and customer data.
📌 Effect:
✅ Huge savings for eCommerce owners – AI automatically detects what needs to be improved.
✅ Competitive advantage STX Next – instead of “customized” services, they enter a scalable product.
✅ Viral product – eCommerce owners will share it themselves because it increases their profits.
🎯 AI for UX analysis – Automatic optimization of eCommerce websites – analysis of user behavior on the website and automatic optimization of the interface.
🔹 How does it work?
✅ AI analyzes where users click, where they abandon their shopping carts, and what content engages them.
✅ It automatically adjusts the UX – e.g. changes colors, buttons, navigation layout.
✅ It can test different versions of the website in real time (AI-driven A/B testing).
📌 Effect:
✅ Increased conversion and revenue in eCommerce.
✅ Viral effect – every shop owner will want to see how AI improves their results.
✅ Something STX Next developers can get excited about – AI that modifies the website itself.
Key Takeaways
- Generating demand requires strategic market education and precise customer targeting – an effective demand generation strategy is not about aggressive sales, but about shaping customer perception through valuable content, storytelling and urgency mechanisms. Companies that successfully reach relevant customer segments and provide them with relevant information not only attract attention, but also accelerate decision-making processes.
- Urgency (FOMO) and selectivity mechanisms increase customers’ willingness to act – limited availability, exclusivity and social proof effectively eliminate procrastination in purchasing decisions and increase the perceived value of services. Companies that communicate that their offer is not available to everyone build the image of a prestigious business partner, which significantly increases conversion and the quality of leads.
- An effective SEO and SEM strategy strengthens brand positioning and attracts high-value leads – SEO, based on expert content and link building strategy, allows the company to systematically build authority and long-term visibility, while SEM enables precise ad targeting, retargeting and maintaining brand awareness at various stages of the customer buying journey.
- Precise customer segmentation eliminates price competition and increases the effectiveness of sales activities – companies that define the ideal customer profile (ICP) based on the willingness to implement innovations, budget and strategic needs, more effectively reach high-value customers. This approach not only increases the profitability of projects, but also shortens the sales cycle and improves customer retention.
- Strategic partnerships and exclusive events for decision-makers accelerate decision-making processes and strengthen market position – cooperation with renowned brands, technology integration and closed meetings for CEOs and CTOs build trust and shorten the distance between the company and key customers. Companies that focus on strategic relationships instead of traditional sales funnels gain a competitive advantage more quickly and increase the value of their services.
Head of Marketing • SEO & SEM Consultant • Lead Generation Expert • B2B and E-commerce • Growth Hacker • Strategic Advisor • Fractional CMO
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