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.
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Shift in B2B Strategies
- Older lead generation strategies were once effective in the B2B landscape.
- Changes like social media's rise, increased noise, and the importance of peer trust have shifted the effectiveness of traditional methods.
Analyzing Current State
- Analyze current marketing performance metrics, including cost per lead, sales cycle length, and lead conversion rates.
- Assess high-intent versus low-intent conversions and budget allocation.
Rising Cost Per Lead
- Kerri Amodio recounts a client example where cost per lead on LinkedIn drastically increased, from $150 to $1000, in just six months.
- This illustrates market shifts, rising competition, and how quickly changes can happen.