Episode 93: Old vs modern demand gen for B2B with Gaetano DiNardi

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I sat down with Gaetano Nino DiNardi to cover Modern B2B demand gen. We’re going to cover:
- How to run demand gen in 2023, and what you’d stop doing
- Content distribution and awareness strategies to grab attention and create awareness among target accounts
- The structure of a modern B2B demand gen team

OUTDATED ABM AND DEMAND GEN TACTICS:
- Upload a wish list of 500+ accounts to 6sense and target with display ads
- Send gifts in direct mail swag to cold contacts without any personalization to book a call
- Webinars to pitch the product and follow up after
- Gated ebooks with further sales follow-up
- Track clicks and transfer the accounts who clicked the ads to automated multistep LinkedIn and email outreach cadence
- Posting corporate press releases about money raised, awards, and hiring opportunities without content that educates and helps buyers
MODERN B2B DEMAND GEN
- Create demand and awareness via proactive thought leadership.
- Launch 1:few partnership webinars and market research with niche associations or communities
- Create personalized content hubs for buyer’s enablement and further nurturing
- Content co-creation with target accounts
- Interview target accounts on your podcast
- Target accounts with the top-performing content to boost awareness
- Retarget accounts with detailed case studies/use cases to identify engaged accounts for nurturing and demand capturing
- Well-researched guest posts on the blogs/newsletters/communities your target accounts are following
- Blog posts focused on solving specific challenges/answering questions your buyers have instead of generic writing for a high-volume keyword
- Proactive content distribution
- Niche-focused events to boost awareness and establish relationship
- Collaboration with thought leaders
- Newsletter that covers a specific topic in-depth instead of pitches and corporate press releases

MODERN ABM
- Narrow ICP including account qualification and segmentation criteria
- Marketing message tailored to ICP
- Leveraging intent data to identify engaged accounts from demand gen programs
- In-depth account research to personalize the value prop of your product and highly personalized campaigns
- Connecting and engaging with the buying committee of target accounts on social
- Expansion and deal acceleration campaigns aside from net new revenue
- Non-sales touches and social selling for account activation
- Direct mail swags for engaged accounts as a part of relationship & nurturing processes

B2B demand gen and ABM are not siloed programs. They’d be run in parallel as a part of a full-funnel marketing strategy.
The goal of demand generation - creating awareness and demand in a target market.
The goal of ABM - warming up and activating engaged accounts produced by the demand gen program.

Gaetano Nino DiNardi on Linkedin: https://www.linkedin.com/in/ACoAAAjOemoBsmGgXOOcFpcwGVG1B7IlDCvf8io