Stacking Growth | The B2B Marketing Podcast

Expert Session: Scaling a Demand Engine, with Alice de Courcy

Jul 15, 2024

Marketing strategist Alice de Courcy discusses the shift from lead gen to demand gen strategy, focusing on revenue models and aligning with organizational targets. The conversation also covers metrics, KPIs for executive alignment, and practical aspects of transitioning strategies without overwhelming the organization.

45:03

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Episode guests

Alice de Courcy

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Quick takeaways

Shifting from lead to demand gen requires redefining sales process and aligning teams with qualified leads.

Focus on content excellence, data-driven decisions, and metric adjustments for successful transition outcomes.

Deep dives

Challenges of Transitioning from Lead Generation to Demand Generation

Shifting from lead generation to demand generation posed operational challenges, especially in redefining the sales process and aligning sales teams with qualified leads. Adapting to a model focused on high-intent leads like prospects requesting sales interactions or pricing information necessitated operational adjustments and experimental iterations in routing leads effectively.

Scaling Demand Engine with SME Program

02:26

Building Value Loops for Business Success

01:19

Intro

3min

Transforming Strategy by Focusing on High-Intent Demand and Metrics Alignment

4min

Strategies for Scaling Demand Engine and Structured Content Creation

5min

Optimizing Website and Demand Generation Strategies

24min

Exploring Thought Leadership and Marketing Categories for Products

2min

Transitioning from Lead Generation to Demand Generation in B2B Marketing

7min

In our February Expert Session, Chris Walker was joined by Cognism’s Alice De Courcy to talk about the transformative journey of marketing strategies from lead generation to demand generation. The dialogue revolves around the pivotal shifts in B2B Go-to-Market and digital demand tactics, revealing the forward-thinking practices leading today's marketplace.

Alice unfolds the rationale behind moving from a lead gen to a demand gen strategy and emphasizes the importance of evaluating revenue-driving factors within marketing initiatives. By analyzing the revenue models and aligning with organizational targets, she expresses how Cognism made significant strides in efficiency. The episode further explores metrics and KPIs vital in gaining executive alignment during marketing transformations, demonstrating the practical aspect of transitioning strategies without overwhelming the organization.

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

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Stacking Growth | The B2B Marketing Podcast

Expert Session: Scaling a Demand Engine, with Alice de Courcy

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

Challenges of Transitioning from Lead Generation to Demand Generation

Navigating Sales Role Changes during Transition

Leveraging Data for Intent and Account Fit

Key Advice for B2B Companies Seeking Transition Success

Scaling Demand Engine with SME Program

Building Value Loops for Business Success

Remember Everything You Learn from Podcasts