Founded in 2015, Cognism’s ability to turbocharge its customers’ sales performance has produced rapid growth, moving the company from start up to international success in just a few years.
Global Head of Demand Generation Liam Bartholomew joined the business in its early days, excited at the prospect of helping to shape the company’s future, with the freedom to innovate and use great technology to produce results at speed, for Cognism and its customers.
Demand generation is a strategic role within organisations that manages all the marketing content, campaigns, activities, and experiences that create interest in their products and services from potential customers.
Demand generation engages with prospects using multiple format content and conversations that demonstrate an understanding of their goals, challenges, and pain points, and how these can be overcome. Building trust and confidence in these early interactions pays dividends later when these prospects are ready to buy.
For Bartholomew and his team, by investing in these crucial information-sharing, relationship-building activities, the prospect is already well advanced on their buying journey, so when they’re ready to buy B2B contact data, Cognism is more often than not their first port of call.
“Demand generation is responsible for more than 50% of all of our new business revenue,” explained Bartholomew. “We’ve used Salesforce at Cognism since year one and I’ve used it at every company I’ve worked for. I think it’s the premier platform for sales and marketing, our one source of truth that drives all our activities. We couldn’t do what we do without it.”