RV 100 - The State of Capturing Demand with Gaetano DiNardi
Sep 5, 2023
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Marketing expert Gaetano DiNardi joins host Chris Walker to discuss the state of capturing demand. They cover intent types, missteps in demand capture, and the role of Google Search, SEO, affiliates, and review sites. Key takeaways include the difference between lead generation and demand capture, the importance of clear intent, and the need for proper measurement and strategy alignment. Challenges of SEO in B2B and strategies for evaluating paid search are also explored. The podcast concludes by discussing effective marketing strategies and the conflict between capturing and creating demand.
Demand capture requires clear intent to purchase and is distinct from lead generation.
Low intent offers should be treated differently in marketing campaigns from declared intent offers.
Proper measurement and alignment of strategy are crucial for effective demand capture.
Deep dives
The Importance of Capturing Demand
Capturing demand is not just about generating leads, but about targeting buyers who are showing clear intent to purchase. This means focusing on prospects who are actively searching for your company, visiting your website, and looking at pricing or review sites. Companies often confuse lead generation with demand capture, but they should prioritize targeting prospects who are demonstrating a clear intent to buy.
Optimizing SEO and Paid Search for B2B
In B2B marketing, optimizing SEO and paid search requires a deep understanding of search intent and targeting keywords that align with the pain points and needs of the target accounts. Companies should focus on ranking and bidding on keywords that resonate with their target audience and address their specific challenges. Additionally, it's important to measure the effectiveness of demand capture efforts and properly align strategies between channels to avoid misalignment and wasteful spending.
Account-Based Marketing and Demand Creation
Account-based marketers should prioritize demand creation to engage their target accounts rather than solely relying on demand capture. This involves creating original and valuable content, leveraging PR and thought leadership, and building a strong digital footprint. The goal is to proactively generate demand from the target accounts through various channels such as events, podcasts, social media, and email. By taking ownership of the audience and delivering helpful information upfront, companies can improve their conversion rates and drive effective account-based marketing campaigns.
The Importance of After-Hours Demand Creation in B2B
In this podcast episode, the speaker emphasizes the significance of after-hours demand creation in the B2B sector. They argue that during business hours, most professionals are occupied with work and unlikely to sign up for software demos on mobile devices. However, after work hours, when individuals are looking for entertainment and browsing social media platforms like Instagram, there is an opportunity for B2B companies to capture their attention. The speaker suggests that bidding on mobile clicks for enterprise B2B software is not effective during after-hours since people are less likely to engage in platform comparisons on their mobile devices at that time. They provide examples where pausing mobile clicks for enterprise B2B software has improved efficiency. Overall, the episode highlights the importance of targeting after-hours demand creation for better results in B2B marketing.
Rethinking Paid Search Strategy for Better ROI
Another key point discussed in this podcast episode is the need to evaluate and rethink the approach to paid search for B2B companies. The speakers argue that companies often evaluate the success of paid search campaigns based on metrics like pipeline generated or revenue generated against total spend. However, they propose a different approach by breaking down the budget and results across different categories such as branded, high intent, low intent, and competitor. By evaluating paid search efforts in this manner, companies can make better decisions and optimize their spend. The speakers suggest that this approach could lead to significant budget savings and better alignment of resources. They also discuss the importance of considering factors like product price point, category maturity, and overall cost per clicks. Overall, the episode emphasizes the need to shift the evaluation and strategy of paid search campaigns for improved effectiveness and cost efficiency.
The iconic duo of Chris Walker and Gaetano DiNardi is back together to review the current state of capturing demand and answer audience questions live. During this episode, they cover:
-A review of different intent types and offers
-What's new or has changed in the capture demand channels
-Common missteps in capturing demand
-How Google Search, SEO, affiliates, and review sites fit into this conversation
Key Takeaways:
-Generating a lead is not the same as capturing demand. Demand capture requires clear intent to purchase.
-Low intent offers should be treated differently from declared intent offers in marketing campaigns.
-Companies often confuse lead generation with demand capture and overinvest in lead generation efforts.
-Proper measurement and alignment of strategy are crucial for effective demand capture.
-SEO is becoming more challenging in B2B, and companies need to focus on capturing actual buying intent.
-Paid search requires careful targeting and understanding of search intent to be effective.
-Review sites and affiliates can be valuable for demand capture, but companies should also focus on building their own first-party reviews and content.
Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm
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