Stacking Growth | The B2B Marketing Podcast
The Only Constant Is Change | Megan Bowen on the Marketing, Demystified Podcast
Jun 24, 2024
Marketing expert Megan Bowen discusses the shift from lead gen to demand gen for B2B SaaS companies, emphasizing data-driven decision-making and aligning strategies with business goals. The podcast explores the challenges of adapting marketing tactics, defining qualified leads, and balancing long-term brand building with short-term revenue generation.
33:23
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Quick takeaways
- Transitioning from lead gen to demand gen is crucial for sustained success in B2B SaaS marketing.
- Utilizing data-backed business cases and cross-functional alignment are key for effective marketing strategy changes.
Deep dives
Embracing Change in Business for Thriving
Companies need to adapt and evolve their strategies in response to changing market dynamics to thrive. Despite widespread acknowledgment of the need for change, many businesses still adhere to outdated lead gen playbooks. The pressure to grow quickly often leads companies to stick to traditional tactics, even when growth targets are not met. Lack of understanding of root cause issues, departmental silos, and insufficient data analysis hinder effective adaptation to the evolving market.
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