Chris was invited onto the inaugural episode of Donuts and Demand, hosted by Lindsay McGuire and joined as well by LaShanda Jackson. They discuss the definition of demand gen, share tips for success, and highlight their favorite campaigns. Chris emphasizes the importance of always-on programs and taking risks with one-time campaigns. They also discuss strategies for boosting conversions and the differences between creating demand and capturing demand.
Key Takeaways:
-Demand generation should be focused on creating demand, capturing demand, and converting demand.
-Metrics and attribution systems dictate marketing strategies, so it's important to align them with revenue goals.
-Third-party intent data can be unreliable, and marketers should focus on first-party data and Facebook's advertising algorithm for better targeting.
-Always-on programs are essential for building brand affinity and familiarity, while one-time campaigns allow for creative risks.
-Optimizing for closed-won revenue and qualified pipeline is more effective than optimizing for conversion rates or lead generation.
