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Why we built
Moving Parade.

We spent nearly a decade building a global agency for brands including BMW, Starbucks, Spotify and Under Armour. Our work followed their customers into social video, creators and new and exciting ways of discovering what to buy.

The playbooks were converging.

We started seeing those behaviors taking hold in B2B. Buyers were learning through video, following experts and forming preferences before speaking to sales. The consumer and enterprise playbooks were converging, while much of demand generation still revolved around capturing a lead.

AI is changing how buyers find information and how brands act. Buyers can ask an AI engine to explain a category, compare vendors and recommend a shortlist. They can get answers without clicking through to a website. A brand’s visibility now depends on what buyers encounter across search, AI answers, social feeds and the people they trust. For marketers, AI also creates new ways to run the work. Brands can build capabilities around their own business, reducing their dependence on separate software providers for every task. They can interpret customer and market signals faster, then use those signals to coordinate relevant communication across advertising, content and sales. That expands what a demand program can do, and how quickly it can respond.

We’re building the future of demand generation: agentic first, expert led, and developed alongside innovative, market-leading brand partners. Our consumer experience informs how we build attention and preference. Our work with B2B brands grounds that approach in complex buying decisions and sales cycles. Our platform connects the work, so new information can shape what happens next. We bring that together in one demand program: paid and owned media connected to sales, with experts accountable for the decisions and the results.

The playbooks were converging.

What AI changed.

Built in the middle of it.

We founded Moving Parade as these changes were taking shape. We brought experience building consumer brands and designed our company around the way B2B was evolving. AI is part of how we operate: how we research markets, develop creative, run campaigns and learn from results. Our experts set the strategy and direct an agentic platform built to carry that strategy into daily execution.

Building what comes next.

Methodology

How we
think about demand gen.

Demand gen reaches buyers too late.
The old B2B playbook
Programs start at the form fill: lead forms, an MQL target, and leads passed to sales once they qualify.
How pipeline is won today
The plan starts months before a buyer raises a hand: the ads, content and AI answers that build the shortlist, then the outreach that follows.
The pipeline target sets the budget.
The old B2B playbook
The budget starts from last year’s number and gets split across channels, and the plan forecasts leads from there.
How pipeline is won today
The plan works back from the pipeline target, through conversion by stage and what sales can work, to the spend it takes to get there.
Production is a job for agents.
The old B2B playbook
Designers and writers make a few new ads each cycle, and weekly testing runs on audiences, bids and budgets.
How pipeline is won today
Agents make the ads, so the same budget buys more versions to test. We ran Moving Parade on them first.
Marketing and sales need the same number.
The old B2B playbook
Each platform reports results with its own attribution, and a monthly report rolls them up after the month has closed.
How pipeline is won today
Marketing and sales agree the definitions before launch and report from the CRM. Agents watch the number daily, so a gap shows up mid-quarter.
Your context belongs in the platform.
The old B2B playbook
What the team knows about your brand and buyers lives in briefs, decks and people’s heads, and new hires start over.
How pipeline is won today
Brand, buyer and CRM data live on one agentic platform, kept current, so every agent and every person starts from the same facts.
The people who plan it should run it.
The old B2B playbook
A senior team sets the strategy, then each channel’s team runs its own piece day to day.
How pipeline is won today
The people who plan the program run paid, owned and RevOps together, every day, and they’re the people you talk to.

Demand gen reaches buyers too late.
The old B2B playbook
Programs start at the form fill: lead forms, an MQL target, and leads passed to sales once they qualify.
How pipeline is won today
The plan starts months before a buyer raises a hand: the ads, content and AI answers that build the shortlist, then the outreach that follows.
The pipeline target sets the budget.
The old B2B playbook
The budget starts from last year’s number and gets split across channels, and the plan forecasts leads from there.
How pipeline is won today
The plan works back from the pipeline target, through conversion by stage and what sales can work, to the spend it takes to get there.
Production is a job for agents.
The old B2B playbook
Designers and writers make a few new ads each cycle, and weekly testing runs on audiences, bids and budgets.
How pipeline is won today
Agents make the ads, so the same budget buys more versions to test. We ran Moving Parade on them first.
Marketing and sales need the same number.
The old B2B playbook
Each platform reports results with its own attribution, and a monthly report rolls them up after the month has closed.
How pipeline is won today
Marketing and sales agree the definitions before launch and report from the CRM. Agents watch the number daily, so a gap shows up mid-quarter.
Your context belongs in the platform.
The old B2B playbook
What the team knows about your brand and buyers lives in briefs, decks and people’s heads, and new hires start over.
How pipeline is won today
Brand, buyer and CRM data live on one agentic platform, kept current, so every agent and every person starts from the same facts.
The people who plan it should run it.
The old B2B playbook
A senior team sets the strategy, then each channel’s team runs its own piece day to day.
How pipeline is won today
The people who plan the program run paid, owned and RevOps together, every day, and they’re the people you talk to.

Demand gen reaches buyers too late.
The old B2B playbook
Programs start at the form fill: lead forms, an MQL target, and leads passed to sales once they qualify.
How pipeline is won today
The plan starts months before a buyer raises a hand: the ads, content and AI answers that build the shortlist, then the outreach that follows.
The pipeline target sets the budget.
The old B2B playbook
The budget starts from last year’s number and gets split across channels, and the plan forecasts leads from there.
How pipeline is won today
The plan works back from the pipeline target, through conversion by stage and what sales can work, to the spend it takes to get there.
Production is a job for agents.
The old B2B playbook
Designers and writers make a few new ads each cycle, and weekly testing runs on audiences, bids and budgets.
How pipeline is won today
Agents make the ads, so the same budget buys more versions to test. We ran Moving Parade on them first.
Marketing and sales need the same number.
The old B2B playbook
Each platform reports results with its own attribution, and a monthly report rolls them up after the month has closed.
How pipeline is won today
Marketing and sales agree the definitions before launch and report from the CRM. Agents watch the number daily, so a gap shows up mid-quarter.
Your context belongs in the platform.
The old B2B playbook
What the team knows about your brand and buyers lives in briefs, decks and people’s heads, and new hires start over.
How pipeline is won today
Brand, buyer and CRM data live on one agentic platform, kept current, so every agent and every person starts from the same facts.
The people who plan it should run it.
The old B2B playbook
A senior team sets the strategy, then each channel’s team runs its own piece day to day.
How pipeline is won today
The people who plan the program run paid, owned and RevOps together, every day, and they’re the people you talk to.

Demand gen reaches buyers too late.
The old B2B playbook
Programs start at the form fill: lead forms, an MQL target, and leads passed to sales once they qualify.
How pipeline is won today
The plan starts months before a buyer raises a hand: the ads, content and AI answers that build the shortlist, then the outreach that follows.
The pipeline target sets the budget.
The old B2B playbook
The budget starts from last year’s number and gets split across channels, and the plan forecasts leads from there.
How pipeline is won today
The plan works back from the pipeline target, through conversion by stage and what sales can work, to the spend it takes to get there.
Production is a job for agents.
The old B2B playbook
Designers and writers make a few new ads each cycle, and weekly testing runs on audiences, bids and budgets.
How pipeline is won today
Agents make the ads, so the same budget buys more versions to test. We ran Moving Parade on them first.
Marketing and sales need the same number.
The old B2B playbook
Each platform reports results with its own attribution, and a monthly report rolls them up after the month has closed.
How pipeline is won today
Marketing and sales agree the definitions before launch and report from the CRM. Agents watch the number daily, so a gap shows up mid-quarter.
Your context belongs in the platform.
The old B2B playbook
What the team knows about your brand and buyers lives in briefs, decks and people’s heads, and new hires start over.
How pipeline is won today
Brand, buyer and CRM data live on one agentic platform, kept current, so every agent and every person starts from the same facts.
The people who plan it should run it.
The old B2B playbook
A senior team sets the strategy, then each channel’s team runs its own piece day to day.
How pipeline is won today
The people who plan the program run paid, owned and RevOps together, every day, and they’re the people you talk to.

Alternatives

The other ways to run demand gen.

Moving Parade vs

a demand gen agency

Channel specialists run your campaigns day to day. We run your whole program, or any part of it, on our own agentic platform.

Moving Parade vs

an agency that added AI

The team and process you know, faster with AI tools. Our agents do the production and reporting, and strategists direct them daily.

Moving Parade vs

a holding company

Scale: buying power, data and specialist agencies. One team here builds your agentic platform and runs your program on it.

Moving Parade vs

building it in-house

You keep the capability and the data. We build the platform into your team and hand it over, or run it until you’re ready.

Moving Parade vs

an ABM platform

Intent data, targeting and ads in one tool you control. We run ABM inside one plan with your media and answer for pipeline.

Moving Parade vs

AI ad software

Ads that launch and adjust themselves inside your guardrails. Our strategists set the plan, approve the work and own the result.

Moving Parade vs

a consultancy

They design and build your AI system, then hand it to your team. We build it and run your media on it, and answer for pipeline.

Principals.

Eric Ditzian and David Gross are co-founders of Moving Parade. Previously, they co-founded Anchor Worldwide, a PE-backed global advertising, media and entertainment holding company.

Eric Ditzian, Co-Founder

Prior to Anchor, Eric served as MTV’s Head of Digital Newsroom, leading a staff of 110+ across social, editorial and integrated marketing for brands like Microsoft, Pepsi and Jeep. Since then, he has partnered with leaders at Starbucks, BMW, Spotify, Daimler and many others to develop and execute marketing strategies focused on business outcomes. A long-time Brooklyn resident, he now lives outside Amsterdam with his wife and two children.

David Gross, Co-Founder

Prior to Anchor, David was Marketer-In-Residence at Quotidian Ventures, where he served as CMO for two venture-backed startups, Paintzen and ZipDrug, both acquired. He has worked directly with executive leadership for some of the world’s most iconic and fastest-growing brands, including BMW, Under Armour, Etsy, Squarespace, Spotify and many more. He splits his time between Hudson Valley and New York.