Stacking Growth | The B2B Marketing Podcast
Optimizing GTM Strategy For Growth | Refine Labs B2B Marketing Roundtable
Dec 9, 2024
Kerri Amodio, Director of Demand Generation at Refine Labs, shares her expertise on shifting from lead generation to demand generation. She discusses the complexities of this transition, particularly in larger organizations and emphasizes the importance of data-driven strategies and leadership buy-in. Kerri highlights the need for a focus on customer experience and solving real problems. She also touches on utilizing video advertising and diverse attribution sources to strengthen B2B marketing efforts, ultimately enhancing brand reputation and market share.
56:30
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Quick takeaways
- Shifting from lead generation to demand generation necessitates leadership alignment, data-driven business cases, and a phased implementation approach for effectiveness.
- Emphasizing demand creation alongside demand capture fosters sustainable growth by addressing real customer needs and leveraging unique value propositions.
Deep dives
Transitioning from Lead Generation to Demand Generation
Organizations are increasingly recognizing the necessity of shifting from traditional lead generation strategies to a focus on demand generation. This change is driven by tighter budgets and the need for more efficient marketing practices, prompting companies to reassess their marketing expenditures and their overall strategy. As firms with established practices attempt to pivot, they must navigate various organizational constraints and processes that have been ingrained over the years. A strategic shift involves not only updating marketing tactics but also ensuring alignment throughout the organization over a longer-term plan of 6 to 18 months.
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