More and more marketers are embracing demand creation as a strategy, at least in principle.
But making a fundamental GTM change is HARD.
You need to build executive alignment, define new KPIs, identify how to educate your target audience, fine-tune your content engine, and a whole lot more.
As VP of Demand Gen at Refine Labs, Sam Kuehnle has been a big part of the movement evangelizing a shift from lead gen to demand gen and has helped many companies make the transition.
Now he's leading a similar shift as an in-house marketing leader.
We go deep into what it takes to actually implement this strategy in practice, go beyond leads, and deliver real revenue impact.
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About Today's Guest
Sam Kuehnle is VP of Marketing at Loxo, the Talent Intelligence Platform. From working in-house at a publicly-traded company, to advising seed stage companies trying to figure out how to crack their first $1M in ARR, to everything in-between, Sam is passionate about learning and sharing better ways to do marketing.
Key Topics
- [00:00] - Introduction
- [01:37] - Sam’s marketing experience before Refine Labs
- [06:33] - Joining Refine Labs
- [08:11] - Refine Labs onboarding process
- [10:21] - A typical engagement + aligning with customer teams
- [13:36] - How to communicate a demand creation strategy
- [20:26] - Identifying the right mix of channels / platforms
- [25:02] - Leading indicators for demand creation
- [26:45] - Brand awareness vs. demand creation
- [31:32] - Evolution during Sam’s tenure at Refine
- [33:33] - The band-wagon effect and how to identify the best practices of tomorrow
- [35:11] - Joining Loxo
- [37:10] - Sam’s first priorities after going in house
- [41:38] - LinkedIn ad strategy
- [45:09] - Experiments with Connected TV
- [51:35] - ChatGPT as a marketing channel
Resource Links
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