RV150 - Expert Session: Scaling a Demand Engine, with Alice de Courcy
Mar 5, 2024
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A discussion with CMO Alice de Courcy on shifting from lead gen to demand gen strategies, focusing on revenue-driving factors and executive alignment. Insights on splitting the funnel, using data analysis tools, and emphasizing the importance of SME programs for website performance. Highlights include transitioning to demand gen tactics like ungated content on LinkedIn and future plans for ABM strategies and optimizing the sales funnel stages for growth.
Transitioning from lead gen to demand gen requires evaluating revenue models and aligning with organizational targets.
Success in demand gen lies in becoming the go-to source for audiences through engaging content across various categories.
Data-driven insights are crucial for showcasing inefficiencies in marketing approaches and driving impactful strategies.
Shifting to outcome-driven KPIs over traditional metrics like form fills is key for long-term success in demand generation.
Deep dives
Challenges in Transitioning to Demand Generation Strategy
Moving from a lead generation to a demand generation strategy posed challenges for Cognizant when revamping their sales team's approach towards content leads. Shifting the focus to inbound requests rather than generating leads raised operational and process management hurdles, with significant adjustments required for sales teams to adapt to the new approach.
Key Advice: Prioritize Content Strategy
Success in transitioning to demand generation is highlighted through emphasizing content strategy as the cornerstone. By becoming the go-to source for target audiences through informative and engaging content across product, thought leadership, content, and social proof categories, companies can effectively drive engagement and conversions.
Using Data for Decision Making
Utilizing data-driven insights over subjective opinions is crucial in successful transformation endeavors. By leveraging data to showcase the inefficiencies in existing marketing approaches and aligning changes with demonstrable metrics, organizations can drive more impactful and informed marketing strategies.
Changing Metrics and Attribution Models
Shifting from traditional metrics like form fills to more outcome-driven key performance indicators (KPIs) is essential for a successful transition. Adjusting attribution models, modifying metric reporting, and setting up data-backed benchmarks are vital for long-term success in a demand generation strategy.
Unlocking Efficiency through Content and Data
Seizing efficiency in demand generation requires a meticulous approach to content creation and data utilization. Focus on creating valuable content to captivate audiences, establishing a robust content framework, and harnessing data to drive decision-making and optimize marketing operations are pivotal for sustained efficiency and growth.
Enhancing Operational Processes with Lean Data and Enrichment
Optimizing operational processes through tools like Lean Data for routing and enriching data aids in streamlining inbound lead management. Crafting an effective operational framework, combining automation with human intervention, and leveraging enriched data sets are instrumental in enhancing lead quality and conversion rates.
Balancing Operational and Strategic Shifts
Balancing operational adjustments with strategic transformations is critical in navigating business transitions. Aligning sales team roles with demand generation strategies, implementing efficient operational processes, and optimizing data-driven decision-making support a seamless transition towards more effective and customer-centric marketing approaches.
Chris 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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