No one likes to be "nurtured" or in a "sales process"

Buyers have way more control of their buying experience now and according to Forester 85% of the buyers journey happens before a buyer ever talks to sales person. 🤯

This is why demand generation is so important.

It focuses on the entire buyers journey and how you can optimize it to drive better experiences for your buyers and more revenue for your company. Let's agree that generating crummy leads for sales isn't working the greatest.

In this conversation with Graceanne & Liam from Storybook, we unpack what is demand generation, how is it different from lead generation, and so much more.

Key take aways:

1️⃣ What is demand generation: it's a go-to-market strategy to move people towards considering you as a solution. It's about reaching your audience where they are, delivering a strategic message through your content, and then providing a really low friction way for them to enter into a sales conversation with you when they're ready.

2️⃣ Brand awareness is not a destination, there is a “Demand Curve’ to it - What does good brand awareness look like? A lot of organic inbound requests.

3️⃣ Breaking down your marketing: On-ramps and off-ramps. On-ramps: how do you reach your audience (where are they spending their time) and off-ramps: how they actually entering a sales conversation.

4️⃣ We’ve made lead generation & demand generation way more complicated than it has to be because of misaligned incentives (marketing is focused on generating leads and not qualified pipeline) and we’ve built these crazy tech stacks that aren't always helpful.

Listen to the whole conversation HERE

--- Until next week,

Taylor

P.s. Know of anyone that might find this show helpful? Pass it along!