The Demand Generation Iceberg

January 19, 2023

One of our main objectives is to make marketing more consumable for our partners and companies across the board. One way to achieve this is by better visualizing marketing data, metrics and strategies.
Yet, in a world where subscription billing reigns supreme, particularly when offering Software as a Service (SaaS), many companies are more willing to burn cash in hopes of acquiring 5 new customers rather than retaining one loyal one.

Today we highlight “The Demand Generation Iceberg”

A visual of 'The Demand Generation Iceberg'

The Iceberg Methodology is a visual representation of the different levels of marketing activity, with the “tip of the iceberg” being the visible actions such as website updates, leads and pipeline, and marketing KPI’s. However, these metrics only represent a small portion of the total marketing efforts. The “underwater” portion of the iceberg represents the unseen, behind-the-scenes work such as market research, strategy development, and heavy execution.

By using the Iceberg Methodology, we can better communicate the full scope of our marketing efforts to leadership and demonstrate the value of the unseen work that ultimately drives business growth. This approach can help bridge the gap between marketing and leadership and ensure that everyone is on the same page when it comes to marketing goals and strategies.


Daniel Sosa

Founder & CEO
OM Performance Marketers

Daniel is the Founder of OM Performance Marketers. With over 10 years experience in analytics implementation and digital demand strategies, Daniel has a proven track record of scaling growth startups and helping large organizations with their digital transformation.

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