B2B Revenue Vitals

Revisiting 2023's Best: RV 52 - Pivoting Strategy: From Lead to Demand Generation | Recruitee Inspiration Session

Jan 5, 2024

Chris, an expert in switching from a Lead Gen to Demand Gen Strategy, discusses various topics including improving demand gen strategy through SEO skills and measurement, fitting product launches into demand gen execution, managing short term versus long term goals, finding balance between lead gen and demand gen, and effective content creation with a two person team.

57:58

Creator website

Episode guests

Chris

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Podcast summary created with Snipd AI

Quick takeaways

Shifting from lead generation to demand generation can result in shorter sales cycles, higher win rates, and improved sales productivity.

Teams should measure the impact of marketing programs on revenue through conversion rates, customer acquisition costs, and pipeline velocity.

Instead of removing gated content entirely when transitioning to demand generation, companies should analyze its effectiveness and consider a phased approach with new freely accessible content.

Deep dives

Importance of Shifting from Lead to Demand Gen Strategy

The podcast episode discusses the importance of shifting from a lead generation strategy to a demand generation strategy. The speaker shares their experience of working in B2B companies and seeing the inefficiencies of relying heavily on outbound sales. They emphasize the need to focus on digital demand generation to connect with customers who are ready to buy. By adopting a demand gen approach, companies can achieve shorter sales cycles, higher win rates, and improved sales productivity. The speaker also highlights the common challenge of overinvestment in the sales team at the expense of marketing, leading to lower sales productivity and unsustainable cost of acquisition.

Content Creation Strategy for a Small Marketing Team

01:21

Optimizing marketing budget and aligning programs with business outcomes

01:23

Increasing PR Impact through a Recurring Pillar Strategy

01:20

Introduction

4min

The Impact of Over Investment in Sales and the Need for Curiosity and Experimentation in B2B Marketing

2min

Approaching Demand Generation Metrics for Success

15min

Optimizing Product Launch Strategies

9min

Balancing Long-Term and Short-Term Strategies

5min

Measuring Success with Leading Indicators and Program-Specific Metrics

4min

The Effectiveness of Measuring Podcast Success Against Revenue Results

9min

Trends and Challenges in B2B Market

10min

Chris was asked to speak to the team at Recruitee for their Inspiration Session led by Anne Smink. They covered a wide range of insights on the process of switching from a Lead Gen to Demand Gen Strategy, including:

SEO: What skills does a team need to level up or focus on to improve demand gen strategy, and how to measure SEO impact
Product Launch: how to fit launching a product into Demand Gen Execution
Managing Expectations: Short term versus long term goals and results
Finding Balance: if a team that tracks leads should forget lead gen altogether in favor of demand gen, or create a balance of tracking and maintaining some gated content
Content Creation: how to utilize a two person team to effectively create and repurpose content

If you have questions for Chris, join the Revenue Vitals Live conversation on zoom by registering ⁠here⁠, or submit them ahead of the call ⁠here⁠! Also make sure to check out ⁠The Vault⁠, where you can find full depth insights and IP beyond the high level live event.

Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at ⁠usehatch.fm⁠.

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B2B Revenue Vitals

Revisiting 2023's Best: RV 52 - Pivoting Strategy: From Lead to Demand Generation | Recruitee Inspiration Session

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

Importance of Shifting from Lead to Demand Gen Strategy

Measuring Success and Metrics in a Demand Gen Strategy

Balancing Gated Content and Demand Gen Approach

Recurring Content Pillars for Product Launches

Building a Long-Term Demand Generation Structure

Content Creation Strategy for a Small Marketing Team

Optimizing marketing budget and aligning programs with business outcomes

Increasing PR Impact through a Recurring Pillar Strategy

Get the Snipd
podcast app

AI-powered
podcast player

Discover
highlights

Save any
moment

Share
& Export

AI-powered
podcast player

Discover
highlights

B2B Revenue Vitals

Revisiting 2023's Best: RV 52 - Pivoting Strategy: From Lead to Demand Generation | Recruitee Inspiration Session

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

Importance of Shifting from Lead to Demand Gen Strategy

Measuring Success and Metrics in a Demand Gen Strategy

Balancing Gated Content and Demand Gen Approach

Recurring Content Pillars for Product Launches

Building a Long-Term Demand Generation Structure

Content Creation Strategy for a Small Marketing Team

Optimizing marketing budget and aligning programs with business outcomes

Increasing PR Impact through a Recurring Pillar Strategy

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