Stacking Growth | The B2B Marketing Podcast Growing Into A Demand Gen Role | Steve Voith
Apr 22, 2025
Steve Voith, VP of Revenue Marketing at Kyriba, shares his journey from a novice marketer to a demand generation expert with years of insight from in-house roles and agencies like Refine Labs. He discusses the rise of CRM technologies and their impact on lead management. Steve emphasizes the need for adaptability, effective communication, and data-driven decisions in marketing. He also critiques the complexities of attribution models and highlights the importance of peer networks and resources for growth marketers in today's fast-changing landscape.
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From Waiting Tables To Lead Machines
- Steve Voith started in marketing after college and first encountered lead generation at Cox in 2010, learning CRM and marketing automation there.
- His early dashboards were vanity metrics, but implementing Salesforce and Eloqua revealed the value of connecting campaigns to deals.
Creativity Plus Analytics Unlocked Demand Gen
- Connecting marketing programs to opportunities clicked for Steve when he could track campaign influence in Salesforce and manually match leads to deals.
- That union of creativity and analytics defined his shift into full-time demand generation work.
Work Agency Stints To Speed Skill Growth
- Work at agencies or consult to accelerate learning; Steve says agency experience made him a better marketer and client later.
- Consult multiple companies to see varied playbooks and learn what works and what to avoid.