From Invisible To Invincible: How Melissa Pivoted Its Demand Generation Strategy Transforming Invisible Buyers Into Engaged Customers

Marketers today face a growing challenge: Buyers are more independent than ever, conducting research long before engaging with sales teams. For Melissa, this meant navigating complex sales cycles, fragmented lead follow-ups, and difficulty identifying in-market buyers. 

The solution? DemandFactor’s Comprehensive Brand-Demand strategy that leverages intent data and role-based messaging within a content portal. It allowed Melissa to effectively facilitate buyer self-education, sustain engagement throughout the sales cycle, and directly address the common challenges of navigating an often-invisible buyer's journey.  

Join this session to discover: 

• How Melissa transformed invisible buyers into engaged customers—leveraging intent data, search behavior analytics, and role-based messaging to identify and activate in-market audiences.


• The Brand-Demand framework that sustained engagement—using an always-on strategy with targeted display, content-driven nurturing, and engagement signals to guide buyers through the funnel.


• Proven strategies for early brand influence—leveraging peer reviews, thought leadership and integrated content experiences to build trust and drive demand.