Demand Gen Studio

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 Intro00:41 Overview of Demand Gen Metrics01:18 Decision-Worthy Metrics for B2B06:25 Vanity Metrics vs. Actionable Metrics13:44 Importance of Pipeline Metrics31:06 Tools for Tracking Demand Gen Metrics38:23 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 Management04:36 Understanding Lead Qualification vs. Prospecting12:03 The Role of Marketing and Sales Teams18:07 Inbound vs. Outbound Efforts25:16 Measuring Success in Lead Management29:01 Improving Efficiency and Effectiveness36:43 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 Introduction02:07 Today's SEO Landscape and the C.L.A.R.I.T.Y Framework16:20 C - Crawl20:57 L - Learn23:16 A - Analyze27:52 R - Respond30:44 I - Integrate34:58 T - Train41:31 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 Journey04:14 The Evolution of the B2B Buying Journey09:12 Understanding Modern Buyer Behavior21:48 Strategies for Meeting Modern Buyer Expectations28:49 Future Predictions for B2B Buying33:01 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 Itkan 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 Intro3:21 Differences Between B2B & B2C Marketing9:58 Marketing Strategies In Different B2B Industries14:37 Measuring Marketing ROI23:05 Sales & Marketing Alignment27:48 Demand Capture Activities vs. Brand Awareness32:02 Conclusion

In the world of B2B marketing, navigating through the evolving landscape can often feel like uncharted territory. However, within each challenge lies a unique opportunity for growth and innovation. In our most recent podcast episode of Demand Gen Studio, we had the privilege of delving into the experiences and insights of Brittany Carter, 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.

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.

Customer Lifetime Value (CLV) is a crucial metric for marketers as it serves as a compass guiding their paid media investments. It represents the total revenue a customer is expected to generate over their entire relationship with a business. This metric considers the initial purchase and the potential for repeat purchases and referrals. Marketers rely on CLV to make informed decisions about where to allocate their paid media budget. By understanding the long-term value of a customer, they can optimize their advertising efforts to target and retain high CLV customers. This means acquiring new customers and nurturing existing ones, as having customers often proves more cost-effective than acquiring new ones.

A successful B2B lead generation strategy hinges on a well-orchestrated multi-channel paid media approach.  Businesses can maximize their reach, engagement, and conversion potential by strategically combining various paid channels, such as search engine advertising, social media promotions, and display advertising.  This approach enhances brand visibility and enables precise targeting of niche B2B audiences, ultimately driving higher-quality leads.

In the complex landscape of B2B sales, understanding and effectively engaging with buying committees is paramount. These committees consist of various decision-makers who influence purchasing choices. Navigating this intricate web requires strategic approaches tailored to each key player. This entails comprehensive research, personalized communication, and aligning your offerings with their needs. By dissecting these committees and strategically targeting decision-makers, businesses can enhance their chances of securing successful deals and lasting partnerships.

Understanding buyer intent is one of the fastest-growing B2B demand generation trends. It will take precedence over other demand generation strategies.  Marketers will put more effort into identifying what exactly their target audiences are looking for. In addition to the third-party data, they will depend more on zero and first-party data. The role of technologies like AI and ML will grow multifold as they can offer valuable intent signals from search engines and social channels. This buyer intent data will be a great asset to understand where the prospect stands in the product discovery and buying journey. Further, you can proactively contact potential customers and establish a meaningful engagement before your competitor does.

Creating a high-performing B2B demand generation team is a strategic imperative for businesses seeking sustained growth and market dominance.  Such a team is responsible for identifying, engaging, and nurturing potential clients throughout the buyer's journey, ultimately driving qualified leads and revenue. This process involves a blend of data-driven strategies, multi-channel marketing, and personalized outreach tailored to the unique needs and preferences of B2B customers.  A successful demand generation team combines various skill sets, including data analysis, content creation, lead scoring, marketing automation, and sales alignment.

Regarding B2B demand generation trends, ABX promises to change how marketers approach account-based marketing. ABM has been a proven demand generation strategy for a long time.  However, marketers must take it one step ahead and adopt an Account-based Experience. They can gather, store, and analyze customer data and draw valuable insights about high-value accounts. Further, they can leverage those insights to create a personalized end-to-end marketing strategy specific to those accounts. This paves the path for ABX – Account-based Experience.

While there are similarities in lead nurturing strategies for both B2B (business-to-business) and B2C (business-to-consumer) markets, there are also some key differences based on the nature of the target audience and the sales process. Understanding the unique characteristics of the audience and adapting the approach accordingly is key to successful lead nurturing, whether in B2B or B2C contexts.

SEO is crucial for businesses and website owners because it helps to improve visibility and reach in search engine results. By optimizing your online presence, you can attract relevant traffic from users actively searching for products, services, or information related to your industry.  With increased traffic, the potential for conversions and business growth also rises. SEO helps to target your audience effectively, enhance your website's user experience, and build credibility and authority online.

As we enter 2023, businesses face intensified competition and increased pressure to maximize their marketing investments along with the latest advancements in tracking and analytics.  From attribution models to cross-device tracking and machine learning algorithms, we uncover the insights necessary to optimize advertising efforts and quantify the revenue impact of your digital ads. 

As a marketer, you understand the value of engaging your audience and building meaningful relationships. Content marketing provides the perfect platform to do just that.By creating compelling and tailored content, you can nurture leads throughout their buyer's journey, guiding them towards conversion and driving demand for your products or services.Discover how content marketing empowers marketers to build meaningful connections with their audience, guiding them through the buyer's journey and nurturing prospects into loyal customers.

As marketers, we constantly seek ways to reach our target audience and ensure our message is heard. In today's digital age, that means using a variety of channels, including social media, search engine marketing, and display advertising. Artificial intelligence (AI) is having a major impact on all aspects of digital marketing, and advertising is no exception. AI-powered tools and technologies are helping to automate and optimize campaigns, better understand target audiences, and connect with them more effectively.

When a company wants to advertise using an audience network, they can benefit from the network's extensive reach and the opportunity to engage with a diverse set of users across different platforms, maximizing the chances of reaching their target audience effectively. However, it's important to consider audience networks' potential drawbacks and challenges, such as poor quality traffic, ad fraud, brand safety concerns, and lack of transparency. Advertisers should carefully assess these factors and evaluate the network's performance and suitability for their specific advertising goals before deciding to advertise through an audience network.

Running marketing experiments is essential to any company's growth and development. It involves systematically testing and collecting data to inform decision-making, optimize processes, and improve products or services. Andres Glusman, co-founder and CEO of Do What Works, shares with us why in order to run successful experiments, companies need to follow a well-defined process that includes several essential components and also be aware of common mistakes and pitfalls so they can take steps to avoid them.

Quite often companies start with Digital Advertising when they are not ready; Digital Advertising is like a megaphone or an amplifier that expands what the company is saying about their brand, product, or service through digital channels.To generate impact with your efforts in digital advertising you should know: who you are selling to, and why customers are choosing you, so you can be ready to get your message and campaigns in front of your audience.

While content creation is essential nowdays, it's just as important to make sure it reaches the right audience. Achieving an impact with attractive, high-quality content that resonates with your target audience goes hand in hand with choosing the right distribution channel. The challenge is knowing how to effectively promote your message and take advantage of distribution channels to increase reach and participation. In this episode, we will discuss how content creation and distribution can complement each other to boost your content marketing strategy.

Have you ever wondered how B2B marketers can optimize their strategies and support the sales team on complex sales to drive success? It can be challenging when multiple decision-makers are involved and a lot of risk and complexity in the sales process. In this episode, we'll discuss how demand gen professionals can support their sales team during their operation.

Content is a critical component of any demand gen effort. Understanding what types of content to create and how to optimize it for search engines and humans alike is essential for success. During this episode, Gaby and I discussed how B2B marketers could leverage content to improve their efforts across their marketing programs.

Once your demand capture and creation efforts have been launched, designing and implementing a plan to educate and nurture the leads these initiatives will bring is critical. Pipeline acceleration will shorten your sales cycle, improve your revenue metrics and deliver a better experience for potential buyers.

2023 is approaching fast! Are you working on launching or improving your demand generation plan for next year? During this episode, we discussed all things budget for demand gen initiatives.

How can you leverage video to improve the performance of your demand gen strategy? In this episode, we discuss video advertising trends and formats to help you improve brand awareness and lead generation, and increase business opportunities.

We know that lead generation is an essential part of our digital strategy. When analyzing the results, many metrics and KPIs stand out; but honestly, what KPIs should the marketing and sales team know to improve? Are all the KPIs important for my strategy? Join me to discover the most important KPIs for your strategy.

Acquiring a new client can be five times more expensive than keeping a current one. Measuring and leveraging your customer success processes is key to your company's growth.  Join us to discuss how you can use demand gen strategies to improve your customer retention and increase the speed and strength of your flywheel.

Have you considered implementing call tracking for your B2B marketing campaigns but are unsure if it will improve performance or waste time and effort? Join me to explore the benefits of call tracking and how it can improve your results and help you better understand what works for each digital channel.

What's the difference between lead generation and demand generation? When do I use them? Should you be doing both? During this episode, we'll discover the key differences between demand generation and lead generation and how they work together to help your business succeed.

A great-performing search ads campaign requires attention to detail, and it is not a set-and-forget endeavor. For our next episode, I'll share some of the critical areas that I review when auditing accounts for prospects.

Email marketing can be a powerful tool in your B2B marketing efforts. The key is segmentation and matching your message to the stage of your buyer's journey. During this episode, we'll explore how to tailor your emails to deliver relevant messages to your contacts that provide value for them and increase business for your brand.

While, in general, paid search campaigns are by B2B marketers to get in front of high-intent users, there are nuances to the types of campaigns you can create. Join us to discover how your brand, the kind of product or service you offer, and your competitors' brand affect the paid search campaigns you should launch.

While this video and podcast series is dedicated to covering topics of interest to demand gen marketers, I've not shared my interpretation of demand generation and its purpose. Well, that changes today :)

You have been charged with launching a brand new demand generation program, or maybe you want to improve upon something already implemented. How do you start? There are many moving parts to demand generation, and it is easy to get lost in the tactics and never-ending trends. In this episode, we'll continue our conversation on the foundation and clear steps for a successful demand gen strategy that will allow you to succeed.

You have been charged with launching a brand new demand generation program, or maybe you want to improve upon something already implemented. How do you start? There are many moving parts to demand generation, and it is easy to get lost in the tactics and never-ending trends. In this episode, we'll discuss the foundation and clear steps for a successful demand gen strategy that will allow you to succeed.

In the second episode of this two-part installment, we'll take a closer look at generating high-quality leads at scale and breaking down the formula for doing so. Our previous episode discussed setting objectives and building a creative ad plan. Let's take that plan into action while evaluating and expanding it, focusing on demand at the top and bottom of the marketing funnel.

You need every dollar paid to drive high-quality leads at scale, and that's a fundamental marketing goal. So how can you best do this? Try following these steps. In this two-part episode, we'll walk through the formula for generating quality digital advertising leads, looking first at the importance of setting objectives and building a creative plan.

Video content is an essential tool for sharing messaging and highlighting new products and services in a uniquely visual way. But how well is your video content supporting your business goals? In this episode, we'll look at how you can best leverage, analyze, and share video content so that each clip provides new opportunities for engaging with your audience.

Multilingual and multi-regional sites matter because diversity and communication are essential in an interconnected, globalized world. During this episode, we'll explore why using native language and localized content is a customer/user-centric approach that delivers optimal experiences.

Sometimes, the key to increasing your leads' quantity and quality isn't bringing more traffic but ensuring that your website correctly captures and alerts your team across the many channels your website offers. During this episode, we'll explore how to audit and fix issues with your forms, phone numbers, shared inboxes, and chat options. You'll be surprised by the opportunities you are leaving on the table.