Lumière
The Demand Engine™
The Problem

95% of your market
isn't buying. Yet.

At any given moment, only 5% of your addressable market is actively looking for what you offer. The other 95% are forming views, building mental shortlists, and deciding who they trust — months or years before they're ready to engage.

Most B2B content is built entirely for the 5% already in-market. The 95% receive nothing. That's where demand is built, and where most organisations are completely invisible.

THE 95/5 MARKET & 70/30 CONTENT SPLIT LUMIÈRE FRAMEWORK 95% NOT BUYING 5% IN-MARKET UNAWARE 60% PROBLEM-AWARE 25% SOLUTION-AWARE 10% DECISION-READY 5% BUY LINE DEMAND CREATION DEMAND CAPTURE 70% OF CONTENT 30% OF CONTENT TOTAL ADDRESSABLE MARKET CONTENT OUTPUT
The 95% — Not buying yet
Forming opinions. Deciding who they trust. Building mental shortlists. This is where long-term brand equity and pipeline originates. Most companies have no content for this group.
  • Unaware — 60% of your market
  • Problem-aware — 25%
  • Both reached through demand creation content
The 5% — Actively buying
Actively in-market. Seeking solutions. Evaluating options. Ready to convert. This is where most companies over-invest, and where most B2B video is built.
  • Solution-aware — 10%
  • Decision-ready — 5%
  • Reached through demand capture content
70% — Demand Creation
Serves the 95% not buying yet. Builds trust and mental availability before buyers raise their hand.
  • Thought leadership & expert POV
  • Founder-led opinion content
  • Industry education & category thinking
  • Documentary & behind-the-scenes
30% — Demand Capture
Serves the 5% actively evaluating. Converts buyers who are already forming a shortlist. Only effective after trust is established.
  • Case study films
  • Client testimonials
  • Process & capability explainers
  • Differentiator content
The Framework

The Demand Engine™

Four phases. One cycle. Strategy, production, deployment, and measurement in a single connected programme — designed to integrate into your existing marketing function, not sit alongside it as a separate project. Each cycle is informed by the last. The programme compounds.

01
Map
Define before making
Strategy before production. Four dimensions mapped before anything gets filmed. The Content Matrix comes out of this phase.
Outcome
Audit
Audience
Message
02
Create
Format follows strategy
Batch filming days — a month's content in 1–2 days. Format determined by the matrix, not assumptions.
Content Matrix
Pre-Production
Production
Post-Production
03
Activate
Right content, right channel
Content packaged to spec for every destination. Cadence planned in Map, not decided after filming.
Channel Strategy
Packaging
Activation Brief
Distribution
04
Measure
Signal over noise
Separate what's working from what just looks like it is. Signal earns amplification. Each cycle informs the next.
Signal vs Noise
Attribution
Performance Review
Modify
The Content Matrix

Every piece is a choice, not a guess.

Before anything gets filmed, a Content Matrix maps every piece of content across four layers. Each layer is a deliberate decision — what the content is doing, who delivers it, what shape it takes, and where it lives. Nothing gets made without a reason.

Layer 01
Angle
What is this content doing for the buyer? Every piece has one job.
Problem Education Proof Culture
Layer 02
Voice
Who delivers the content? Each voice carries different trust signals.
Founder / Executive Expert / Third Party Customer / Client Employee / Team
Layer 03
Format
What shape does the content take? Format follows the matrix, not assumptions.
Direct to Camera Interview Conversation Documentary Event Capture Case Study Webinar / Course
Layer 04
Platform
Where does it live? Destination determines how it's made — not the other way around.
LinkedIn YouTube Website Email Events Podcast Platforms Sales Enablement
The Channels

Each channel plays a different role.

Content isn't copy-pasted across platforms. Each channel has a distinct job in the buyer journey. Cadence is planned before filming, not decided after delivery. Give freely at the top. Create clear on-ramps at the bottom.

LinkedIn
Discovery
  • Short-form clips daily — opinion-led, scroll-stopping
  • Long-form video weekly — depth, specificity, trust
  • Where out-of-market buyers first encounter your thinking
  • No gates — the goal is reach and trust, not email capture
Signal

ICP engagement, saves, DMs from target profiles, follower growth in target segments. The conversion is: they follow, they remember, they mention you in a meeting six months later.

YouTube
Depth
  • Long-form content — indexed, searchable, evergreen
  • Compounds over time — videos keep working months later
  • Where buyers go to understand the thinking in full
  • Subscribe builds a compounding audience over time
Signal

Watch time, returning viewers, click-through to website, subscriber growth in target segments. Content that earns watch time earns trust.

Website
Decision
  • Long-form video and case studies embedded and searchable
  • Proof layer — where the buying committee validates the choice
  • Where content converts research into contact
  • This is where friction is appropriate — book a conversation
Signal

Form fills, demo requests, "How did you hear about us?" answers. Self-reported attribution captures the dark funnel — the invisible journey before first contact.

The principle: no gates on the 70%. Clear CTAs on the 30%. Content is sequenced and published with purpose — cadence planned before filming, not improvised after delivery.
Measurement

Separate what works from what looks like it works.

Most companies optimise for noise — views, impressions, follower counts. These metrics are visible, easy to report, and weakly correlated with pipeline. The Demand Engine tracks signal instead. Content that earns signal earns paid amplification. Organic data decides what to boost.

NOISE SIGNAL SPOTLIGHT Pipeline impact
Noise
Views, impressions, generic likes. Visible but meaningless. Most companies optimise here and wonder why nothing converts. Ignore it.
Signal
ICP engagement, saves, DMs from targets, content referenced in conversations. Evidence that trust is being built with the right people. This is what we track.
Spotlight
Content already generating signal, promoted with paid spend to reach more of the same audience. You don't guess what to boost — the organic data tells you. Signal earns Spotlight.
The Research

Why this works.

The framework is built on a consistent body of B2B buyer behaviour research — not assumptions about how marketing should work, but evidence of how decisions actually get made.

Only 5% of the B2B market is actively in-market at any given time
Ehrenberg-Bass
70% of the buying decision is complete before first vendor contact
Gartner 2024
73% of B2B buyers can detect and reject AI-generated marketing content
Edelman 2025
Video + human presence generates 2.2× more trust signals than text-based content
LinkedIn 2025
Long-form video converts at 17% compared to 2% for short-form alone
Wistia 2025
84% of B2B content sharing happens in private channels — invisible to analytics
LinkedIn B2B Institute
Lo-fi, authentic content engagement is up 42% year-on-year — real people outperform polish
HubSpot 2025
81% of B2B marketers now use AI for content — making human-led content the differentiator
CMI 2025