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RV 107 - Dark Social and Demand Generation in B2B Marketing | Nex6
Sep 26, 2023
Chris, a B2B marketing expert, discusses the need for a holistic revenue team approach in demand generation. He highlights the underappreciated concept of dark social in B2B marketing and challenges flawed measurement models. Chris emphasizes the importance of understanding customers deeply and encourages companies to leverage platforms like LinkedIn and Facebook for effective marketing. He also discusses the significance of internal thought leaders, adopting a customer-centric approach in content strategy, and thinking differently about attribution in B2B marketing.
29:28
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Quick takeaways
- Demand generation should be viewed as a holistic revenue team approach, focusing on creating, capturing, and converting demand.
- Dark social, including platforms like LinkedIn and Facebook, is an underappreciated channel in B2B marketing.
Deep dives
The Importance of Dark Social and Demand Generation in B2B Marketing
Dark social and demand generation are concepts that are often overlooked in B2B marketing. The traditional definition of demand generation, which focuses on lead generation and performance marketing, is outdated. Instead, it is important to view demand generation as a holistic process that includes creating, capturing, and converting demand. Many B2B companies have traditionally used a lead generation approach, with marketing generating leads and the SDRs and sales teams following up. However, this approach is not aligned with the revenue team's objectives and can result in misalignment and missed revenue opportunities.
