In this episode of Demand Gen Studio, we sat down with Aaron Schuhmann from QC Growth, focusing on demand generation from a founder's perspective.
We discussed the transition from B2C to B2B marketing, the importance of understanding sales functions in startups, and how to identify customer pain points.
00:00 Intro & Career Journey
06:49 Transition from B2C to B2B
10:54 Challenges & Strategies for Early Stage Startups
23:39 The Importance of Outbound Sales
32:30 Setting Up Sales Processes for Smaller Teams
37:41 Consistency in Marketing & Sales Processes
42:08 Identifying & targeting Ideal Customers
48:06 Final Thoughts & Recommendations
In this episode of Demand Gen Studio, we explore the role of infrastructure in demand generation and marketing success with Harmony Anderson, VP of Growth and Marketing at Superhuman.
We discussed the critical influence of operations on marketing, the necessity of early infrastructure investment, and the challenges of building customer-centric organizations. Harmony also highlighted the impact of AI on customer success and the evolving role of brand in marketing strategy. Hope you enjoy!
00:00 Introduction & Career Journey
03:11 The Importance of Operations in Demand Gen
07:11 Customer-centric Growth Strategies
15:33 Leveraging AI for Customer Success
20:07 Attribution & Team Collaboration
24:38 The Role of Brand in Marketing
27:49 Product Marketing & Market Influence
32:40 Defining Ideal Customer Profiles
38:30 Marketing Strategies for AI Products
39:24 Final Thoughts
In this episode, we explore common pitfalls B2B marketers face in demand generation. We discuss the importance of aligning marketing efforts with revenue goals, the nuances of defining an ideal client profile, and the critical role of buyer behavior in campaign success.
Watch the full episode for actionable insights and strategies to refine your marketing approach and drive meaningful business outcomes.
00:00 Introduction
02:15 Mistake 1: Optimizing for MQLs Over Revenue
05:30 The Importance of Business Outcomes
08:45 Aligning Marketing Metrics with Business Goals
12:00 Mistake 2: Static ICP Definitions
15:20 Behavioral Targeting in Marketing
18:40 Reviewing and Auditing ICP Definitions
22:00 Mistake 3: Launching Ads Without Research
25:30 Creating Effective Ad Copy
28:50 The Role of Buyer Research in Ad Campaigns
32:10 Conclusion
In this episode of Demand Gen Studio, we discuss how to effectively leverage video marketing for B2B demand generation by aligning content with the buyer's journey and maximizing content distribution.
0:00 The Rise of Video Marketing in B2B
10:07 Understanding the Conversion Funnel
19:59 Video Strategies for Funnel Stages
23:50 The Power of Video in B2B Marketing
25:11 Creating Pillar Content
30:54 Getting Started with Video Production
38:38 Key Takeaways
In this episode of Demand Gen Studio, we discussed an important topic for modern marketers: which B2B demand generation metrics truly matter. While some numbers may look impressive on paper, not all of them influence strategic decisions.
This discussion focuses on distinguishing between vanity metrics and the KPIs that actually drive alignment between marketing, sales, and executive teams, ultimately guiding smarter business decisions.
00:00 Intro
00:41 Overview of Demand Gen Metrics
01:18 Decision-Worthy Metrics for B2B
06:25 Vanity Metrics vs. Actionable Metrics
13:44 Importance of Pipeline Metrics
31:06 Tools for Tracking Demand Gen Metrics
38:23 Conclusion
In this episode of Demand Gen Studio, we explored the complexities of lead management and the distinctions between prospecting and qualification.
We covered both inbound and outbound marketing strategies, the roles of marketing and sales teams, and the significance of having a unified definition of leads.
The discussion highlights the necessity for team alignment, effective success measurement, and strategies to enhance both efficiency and effectiveness in lead management processes.
Hope you enjoy!
00:00 Introduction to Lead Management
04:36 Understanding Lead Qualification vs. Prospecting
12:03 The Role of Marketing and Sales Teams
18:07 Inbound vs. Outbound Efforts
25:16 Measuring Success in Lead Management
29:01 Improving Efficiency and Effectiveness
36:43 Conclusion and Key Takeaways
In this episode of Demand Gen Studio we sat down with SEO expert Tim Lowry, founder of TipTop Search and Marketing.
Tim shares insights from his decade of experience working with e-commerce and B2B clients, diving into the evolving landscape of SEO and the disruptive influence of AI on search behavior.
Tim introduced us to the C.L.A.R.I.T.Y Framework that he developed as a way for marketers and businesses to stay ahead of these transformative changes.
Hope you enjoy!
00:00 Introduction
02:07 Today's SEO Landscape and the C.L.A.R.I.T.Y Framework
16:20 C - Crawl
20:57 L - Learn
23:16 A - Analyze
27:52 R - Respond
30:44 I - Integrate
34:58 T - Train
41:31 Y - Yield
In this episode of Demand Gen Studio we discuss the evolution of the B2B buying journey and how it has changed over the years due to increased buyer empowerment and access to information.
We explore the complexities of the modern buyer's decision-making process, the importance of understanding buyer behavior, and strategies for marketers to meet the expectations of today's informed buyers.
We provide practical tips and takeaways for new marketers to effectively implement the buying journey into their strategies. Hope you enjoy!
00:00 Introduction to the B2B Buying Journey
04:14 The Evolution of the B2B Buying Journey
09:12 Understanding Modern Buyer Behavior
21:48 Strategies for Meeting Modern Buyer Expectations
28:49 Future Predictions for B2B Buying
33:01 Practical Tips for New Marketers
In this episode of Demand Gen Studio we were joined by Grain's CEO, Jeff Whitlock, and Growth Marketer, Cameron Walker.
Grain is an innovative platform focused on sales intelligence and AI-powered note-taking, helping teams streamline their workflows and enhance collaboration.
Jeff shared his journey in startups and Grain's evolution, as well as its demand generation strategies and what he predicts for the future of SEO and marketing.
We hope you enjoy!
0:00 Introduction to Grain and its Team
2:14 The Evolution of SEO
6:39 Content Distribution & Brand Exposure
10:36 Attribution Challenges in Marketing
14:03 Growth Strategies
18:22 Investor Influence on Marketing Decisions
19:39 Aligning Product Features with Target Audience
22:46 Category Creation vs Category Attachment
26:02 Skills for New Marketers
28:46 The Role of AI in Customer Support
In this episode of Demand Gen Studio, we sat down with Kris Rudeegraap, CEO of Sendoso, about the role of gifting in demand generation. Sendoso is an AI-Enhanced gifting and direct mail automation platform founded to automate corporate gifting and direct mail.
We discussed the importance of personalizing gifts to create meaningful impressions, and how gifting can complement digital marketing strategies. Kris shares his insights on cost considerations, the effectiveness of combining channels, and actionable strategies for implementing gifting in marketing and sales efforts.
We hope you enjoy!
0:00 Introduction
1:09 The Birth of Sendoso
4:42 The Role of Gifting in Brand Awareness
10:55 Combing Digital & Physical Marketing Strategies
16:11 Cost Considerations in Gifting
20:09 Actionable Insights to Implement Gifting
In this episode of Demand Gen Studio, we sat down with Jon Itkin from In the Kitchen. Discover how effective brand positioning and messaging can drive demand for growth-stage B2B tech companies.
0:00 Intro & Jon's Career Journey
5:51 Common Pitfalls in Positioning
6:50 The CEO's Role in Messaging
12:14 The Power of Brand Positioning
18:17 Understanding Buyer Triggers
24:08 Reverse Engineering the Buying Journey
26:47 Leveraging AI for Buyer Insights
28:15 Common Positioning and Messaging Issues
37:31 Messaging Strategy Tips
In our most recent episode of Demand Gen Studio, we had the privilege of sitting down with Joseph Poschel, Lifecycle Marketing Manager at Lima One Capital. We discussed Joseph's career journey in marketing, insights into the B2B and B2C marketing strategies used in the financial sector, the importance of being platform-agnostic and focusing on marketing behaviors rather than getting caught up in the tools, as well as the future of demand generation and B2B marketing. Hope you enjoy! 0:00 Introduction & Joseph's Career Journey 7:47 Marketing & Sales Enablement Strategies in the Financial Sector 19:46 Hubspot vs. Salesforce 24:44 Developing Platform-Agnostic Strategies 36:51 Underutilized Hubspot or Salesforce Feature 39:28 Future of B2B Marketing with AI 43:03 Advice for Your Younger Self
In this episode of Demand Gen Studio, we sat down with Simone Corpora, B2B Paid Media Manager at Michelin. We discussed how Simone came to marketing, how to convey value effectively for a well-known brand, the importance of brand perception in B2B marketing, sales and marketing alignment, and more!
00:00 Meet Simone Corpora: Career Journey
05:15 Transition from Agency to In-House
06:59 B2B vs B2C Marketing at Michelin
09:59 Traditional vs Digital Advertising
16:49 The Future of Paid Media
19:47 Collaboration between Marketing and Sales
21:47 Advice for Younger Marketers
In this episode of Demand Gen Studio we sat down with Nicole Yeske, the Director of Digital Marketing at Milliken. We discuss the challenges and strategies of B2B marketing, particularly in a large corporation with multiple divisions. Nicole shares her insights on the need for alignment between marketing and sales, marketing to distributors and aggregators, cross-selling and upselling opportunities, and more!
In this special guest episode of Demand Gen Studio we sat down with Harrison Han from Polydeck.
Harrison shared his background as a marketer, his experiences in B2B vs B2C marketing, ways to effectively measure marketing ROI, sales & marketing alignment, and more. Thanks for joining us, Harrison!
0:00 Intro
3:21 Differences Between B2B & B2C Marketing
9:58 Marketing Strategies In Different B2B Industries
14:37 Measuring Marketing ROI
23:05 Sales & Marketing Alignment
27:48 Demand Capture Activities vs. Brand Awareness
32:02 Conclusion
Navigating the evolving landscape of B2B marketing can often feel like uncharted territory. However, within each challenge lies a unique opportunity for growth and innovation.
In our most recent Demand Gen Studio podcast episode, we had the privilege of delving into Britany Carter's experiences and insights as Director of Marketing at Kopis.
Our conversation provided a fascinating glimpse into the dynamic world of B2B marketing, shedding light on her strategies, triumphs, and lessons learned along the way.
00:00 Intro
01:18 Establishing a Foundation
02:54 The Power of Storytelling
06:01 Insights & Big Wins
10:32 Tips for Tracking Marketing Impact
13:41 Demand Capture vs Demand Creation
19:16 Metrics & KPIs for Marketing Efforts
24:28 ABM & Sales and Marketing Alignment
30:30 Wrap-up
Welcome back to Demand Gen Studio, where we dive into the intricacies of demand generation, exploring its nuances and practical applications in today's digital marketing landscape.
In this episode, we dive into the fascinating world of demand creation versus demand capture, exploring how these strategies shape modern marketing efforts. From tracing the evolution of digital advertising to navigating the complexities of audience engagement, get ready for an insightful deep dive into the art of driving demand.
With practical tips, real-world examples, and expert insights, this episode is your ultimate guide to crafting effective demand generation campaigns. Don't miss out – tune in now and revolutionize your marketing approach!
In business, particularly B2B marketing, two terms are frequently used: lead generation and demand generation. Although they might sound similar, understanding the differences is key to a successful marketing strategy.
Demand generation is like sparking interest - it's about creating awareness of your brand and making people see the need for what you offer. Think of it as building a pond to attract fish.
Lead generation is all about catching those fish - it focuses on converting that interest into qualified leads, people who might actually buy from you. This involves capturing contact information and nurturing those leads until they're ready to make a purchase.
Imagine a sales funnel - a wide opening at the top and a narrow exit at the bottom. Demand generation fills the funnel with potential customers, while lead generation helps turn them into paying ones. Both are crucial for a healthy sales pipeline!
Google BERT (Bidirectional Encoder Representations from Transformers) is a natural language processing (NLP) model developed by Google in 2018. It represents a significant advancement in understanding the context and nuances of language, making it crucial for SEO (Search Engine Optimization).
SEO professionals need to adapt their strategies by creating high-quality content that caters to the nuances of user queries. This will ultimately lead to better search rankings and a more satisfying search experience for users.
Upselling and Cross-selling are indispensable techniques that continue to hold immense relevance in today's business landscape.
Upselling empowers businesses to offer their existing clients upgraded or premium versions of products or services they already use. This approach boosts the average transaction value and ensures customers can access more advanced solutions tailored to their evolving needs.
Cross-selling, meanwhile, involves suggesting complementary products or services to the ones customers are currently purchasing. This diversifies revenue streams and provides clients with a more comprehensive solution, demonstrating a commitment to their success.
Nowadays, these strategies are more critical than ever. They align with a customer-centric approach, foster revenue growth without excessive acquisition costs, leverage data-driven insights for precision, and contribute to customer retention and long-term business success.
