Lead Gen, Demand Gen and Brand with Andy Culligan

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THE TECH MARKETING PODCHAT

Gwen Lafage

26 episodes

1 week ago

Not an interview, a conversation! Casual chats with the best tech marketers in the Nordics, Europe and beyond. Marketing stories and learnings behind the most successful tech companies Hosted by Gwen Lafage.

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Marketing

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Lead Gen, Demand Gen and Brand with Andy Culligan

THE TECH MARKETING PODCHAT

26 minutes 48 seconds

4 years ago

Lead Gen, Demand Gen and Brand with Andy Culligan

Andy Culligan is CMO at Leadfeeder.
Leadfeeder is a b2b website tracking software - showing you the companies visiting your website, how they found you and what they’re interested in. Andy is on a mission to reinvent the word "alignment" between sales and marketing teams. A sales person stuck in a marketer's body (or a marketer in a sales body!), he is an expert in marketing and sales for SaaS companies with always the ultimate goal to drive pipeline success.

We talked, of course, about sales and marketing alignment and how to achieve it.
At the end of 2020, the B2B Institute by Linkedin published a report called 2030 b2b trends. They state that there are 2 types of marketing: Short-Term Activation and Long-Term Branding. And although short term activation has been the focus so far in b2b, this is changing and the winning companies will be the ones focusing on long term brand building. I asked Andy his thoughts about that report. We discussed Lead Gen vs Demand Gen and Demand Gen vs Brand.