RevOps FM
How to Implement a Demand Creation Strategy - Sam Kuehnle
Apr 15, 2024
Sam Kuehnle, VP of Demand Gen at Refine Labs, discusses the crucial shift from lead generation to demand creation. He shares insights on overcoming the challenges of implementing this strategy, emphasizing executive alignment and innovative practices. Kuehnle highlights how to craft effective demand creation strategies that resonate with target audiences and adapt to a rapidly changing marketing landscape. He also delves into the use of creative ad formats and the evolving role of AI in shaping future marketing trends.
54:35
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Quick takeaways
- Sam Kuehnle underscores the necessity for organizational alignment and executive support to successfully transition from lead generation to demand generation strategies.
- A strong content engine is vital for demand creation, utilizing valuable long-form assets to educate and engage potential customers effectively.
Deep dives
The Shift from Traditional to Demand Generation Marketing
A key insight is the transformation from traditional lead generation strategies to a demand generation approach in B2B marketing. Sam Kienle emphasizes understanding the disconnect between lead goals and actual company pipeline performance, highlighting a common issue where achieving lead targets did not correlate with revenue targets. He reflects on the limitations of MQL-focused strategies that prioritize quantity over quality, which often leads to misalignment between marketing and sales efforts. This paradigm shift stresses the importance of developing a holistic marketing strategy that prioritizes customer needs and experiences over merely counting leads.
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