Demand Generation, ABX, and Media

Plenty of leads, but no clear view of which accounts are actually buying? 2X runs demand generation, account-based experience (ABX), and paid media as one engine, focused on in-market accounts and measured on qualified pipeline.
2X helping client to run demand generation, ABX and media

B2B companies that have built demand with 2X.

What We Do

Expertise that moves interest to action

2X brings the capabilities needed to help you build momentum, make informed choices, and learn what's driving results.

Accelerate campaign execution

Campaign planning

Build coordinated campaign plans that connect audience, message, channel, timing, and desired business outcomes.

Marketing campaign execution

Move campaigns from plan to market across the channels and workstreams required to support demand, without adding operational drag. 

Field, event, and webinar programs

Plan and run regional, virtual, and third-party events as part of the same campaign engine, not as one-off efforts.

Email nurture and lead progression

Nurture leads through email programs and move them to sales-accepted using handoff rules Marketing and Sales agree on.

2X help clients to accelerate campaign execution

Focus investment on the right accounts and audiences

ABX strategy and audience segmentation

Nurture leads through email programs and move them to sales-accepted using handoff rules Marketing and Sales agree on.

Account prioritization

Concentrate effort on the organizations most likely to engage, progress, and convert to create the opportunities that matter.

Outbound to target accounts

Researched, sequenced outreach to priority buying groups, built and run with our GTM engineering team.

Expansion programs for existing customers

Run account-based plays into your current customers, built on whitespace and expansion signals, and hand qualified opportunities to your account teams.

2X help clients to focus investment on the right accounts and audiences

Prove and improve marketing impact

Paid media management

Plan, launch, and optimize paid search, paid social, programmatic, CTV, content syndication, and ABM media against your pipeline goals.

Performance and conversion optimization

Find where conversion is slowing, then choose the improvements most likely to strengthen business impact. 

Pipeline reporting and attribution

Report qualified pipeline against target (sourced and influenced), cost per qualified opportunity, and target-account progress by stage, with attribution models built alongside our RevOps team.

2X help clients to prove and improve marketing impact
How We Work

Support that converts strategy into success

We follow a four-part process to make sure your programs start in the right place and keep getting better.
Assess
We examine your current demand motion, target segments, media performance, and business goals to identify where the operating model is creating friction.
Prioritize
We determine which segments, channels, and opportunities call for attention so your team can direct effort and budget with greater intent. 
Activate
We plan, launch, and manage demand generation, ABX, paid media, and campaign programs within your current systems and workflows. 
Optimize
We use performance and attribution insights to improve campaign outcomes, engagement, and media efficiency while uncovering new opportunities. 
Why Choose 2X

Programs measured on pipeline, not activity

Clicks and MQLs don’t show which programs are paying off. We plan, run, and measure demand generation, ABX, and paid media as one system, so you can see what’s creating pipeline and where to invest next.
Why choose 2X

Increase output
without giving up judgment

B2B marketing rarely stands still. 2X brings an approach that
keeps you ahead.
Why choose 2X

Increase output
without giving up judgment

B2B marketing rarely stands still. 2X brings an approach that
keeps you ahead.
Our Work

Stronger outcomes start here

See how 2X helps B2B teams achieve their growth goals.
Insights

How teams are reaching the right buyers

Explore tactical perspectives on demand generation, ABX, AI-enabled execution, and the systems that connect marketing activity to revenue.
Vizient case study thumbnail
Case Studies
How Vizient drove 55% higher pipeline with a targeted ABM strategy with 2X
This account-based marketing case study shows how Vizient and 2X combined an integrated strategy, persona-focused messaging, and high-value offers to drive significant pipeline impact and earn industry recognition.
Wunderkind case study thumbnail
Case Studies
How unified data and brand positioning drove pipeline for Wunderkind
This case study shows how Wunderkind partnered with 2X on an ABM acquisition strategy and brand positioning to drive engagement and generate pipeline.
IntelePeer case study thumbnail
Case Studies
Award-winning ABM campaign delivers $3.1M in pipeline for IntelePeer
This account-based customer marketing case study shows how 2X helped IntelePeer use targeted messaging, sales enablement, and personalized engagement to drive customer expansion.
GTT case study thumbnail
Case Studies
A smarter approach to demand generation: GTT’s path to higher-quality leads
This campaign shows how GTT’s lead generation approach and content experience strategy accelerated revenue and engagement.
DDI case study thumbnail
Case Studies
Using humor to break through DDI’s legacy brand bias
This account-based marketing case study shows how DDI partnered with 2X to use bold creative and humor to change brand perception and engage high-intent accounts.
Cheetah Digital case study thumbnail
Case Studies
How 2X and Cheetah Digital used creative ABM to shift perception and drive pipeline
This account-based marketing case study shows how Cheetah Digital and 2X used a creative concept, messaging framework, and high-value offer to drive pipeline growth and shift brand perception.
Ping Identity case study thumbnail
Case Studies
Ping Identity drives multimillion-dollar growth with an award-winning ABM campaign
A cybersecurity ABM case study on how 2X helped Ping Identity use revenue alignment, creative, and high-value offers to drive growth.
Blogs
The intent data trap: Why signal abundance is making GTM harder, not easier
Signal access is no longer the GTM advantage. Modern revenue teams face signal abundance and the organizations pulling ahead are those that interpret signals, not just collect them.
Blogs
The shift from MQL to ABX in modern B2B
This article explains the limitations of MQL metrics in B2B, compares MQL vs ABX, and guides marketers on transitioning to account-centric metrics for better engagement and revenue outcomes. 
Blogs
The hybrid future of ABM and demand generation
This blog outlines how high-growth teams blend account-based marketing and demand generation into a single hybrid revenue program. It explains why hybrid models are now standard, where ABM and demand generation overlap, and how teams align targeting, personalization, and measurement around shared revenue goals.

Frequently asked questions

Our B2B demand generation services help focus investment on the accounts and audiences most likely to engage and convert. Through demand generation, ABX, paid media management, and ongoing performance optimization, we help identify what is working, where programs are losing value, and what to adjust. This creates a clearer path to improving pipeline quality before simply increasing spend. 

2X connects account prioritization, audience segmentation, messaging, channels, and campaign activity around the accounts that matter most. Our account-based marketing services and ABX strategy help marketing and sales work from shared priorities rather than running disconnected programs. This gives teams a more coordinated way to engage priority accounts and build qualified pipeline.

2X uses intent signals, first-party data, database segmentation, and engagement scoring to help identify and prioritize in-market buyers. These insights can inform campaign messaging, paid media, and coordinated outreach, while reporting helps teams track account engagement and campaign performance.

2X assesses the current demand motion, performance gaps, target audiences, and business priorities to identify where the program is losing momentum. We then prioritize opportunities to improve targeting, conversion, investment, and marketing campaign execution, using reporting and attribution insights to guide the next adjustments. This helps teams focus on the changes most likely to strengthen performance over time.

2X helps marketing and sales align around account priorities, buyer signals, campaign activity, and reporting. Our approach includes BDR collaboration, programs that reach every member of the buying group, and integration across the tactics and channels that support demand generation.

Don’t let your best accounts pass you by 

Put demand generation, ABX, and media support behind your next move before attention shifts to a competitor.