• by Ray Schultz , Columnist, 9 hours ago

B2B sellers are changing their demand generation practices in an effort to drive pipeline. That’s the word from Vereigen Media, a specialist in verified engagement, first-party data intelligence, and lead delivery.

The company argues that B2B purchase decisions now involve multiple stakeholders with different priorities and timing needs. For example: 

• Decision makers
• Influencers
• Technical evaluators
• Finance stakeholders
• Risk and compliance reviewers.

Demand generation is no longer about simply driving  a lead through the predictable mechanisms of form-fill, nurture email and sales follow-up. It is based on building confidence across an entire decision team.

Vereigen contends that the strongest demand generation outcomes increasingly come from strategies that:

• Identify and target the full buying committee, aligning with the ideal customer profile (ICP).
• Deliver persona-based messaging and content that addresses decision factors and objections
• Validate interest through measurable engagement-based signals.
• Maintain privacy-first execution.

As part of this shift, high-performing teams are also changing how they allocate budget and measure success around proof of real attention.

According to Vereigen Media, the company's suite of tools includes:

• Continually validated first-party data for accuracy and privacy-compliant outreach
• Verified Content Engagement (VCE), a syndication tool that confirms real time spent and real interest.
• VM Engage, a programmatic advertising solution.
• ABM campaigns designed to influence the buying committee
• 100% human verification and zero outsourcing, ensuring genuine engagement.

“When you understand buying groups, you stop chasing leads,” says Dave Steinmeyer, managing partner at Vereigen Media, in a statement. “It’s chess, not checkers. Demand generation today is about earning attention across the decision team. That requires smarter ABM, more aligned messaging, and a system that verifies real engagement.”