Stacking Growth | The B2B Marketing Podcast

The evolution of buyer behavior and the key pillars of a modern demand gen strategy | Megan Bowen at Demand Conf 2024 (by Skale)

Jun 17, 2024

Marketing expert Megan Bowen discusses the evolution of buyer behavior, emphasizing quality over quantity in demand gen strategies. She highlights high-intent sources, demand creation, capture, and conversion pillars, and the importance of clear CTAs and personalized messaging for successful campaigns.

56:33

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Episode guests

Megan Bowen

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Episode notes

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Quick takeaways

Buyer behavior has evolved from analog to dark social era, emphasizing adaptability for B2B marketers.

Shift to quality over quantity in demand gen strategies, focusing on demand creation and high-intent tactics.

Deep dives

Understanding the Evolution of Buyer Behavior

Buyer behavior has evolved over the last 30 years from the analog buying era to the website era and now the dark social era. In the analog buying era, conferences and trade shows were primary avenues for B2B companies to acquire customers. The website era emphasized inbound marketing strategies like content development and organic search results. In the dark social era, with the impact of the global pandemic, buyers have more control over finding information through social media and peer communities.

Intro

3min

Evolution of Buyer Behavior and Modern Demand Generation Strategy

15min

Understanding Buyer Behavior: High-intent vs. Low-intent Sources

5min

Modern Demand Generation Strategy

8min

Exploring the Importance of Self-Reported Attribution in Marketing Strategies

3min

Transitioning from Legion to Denangen in a Business Setting

3min

Strategies for Modern B2B Buyer Behavior

20min

At Skale’s 2024 Demand Conf, Megan Bowen hosted a presentation and Q&A onthe evolution of buyer behavior and the key pillars of modern demand generation strategy. Megan traces the transformation of buying processes over the last few decades, moving from the analog era of the 1990s to what she calls the "dark social era" of today. She provides a roadmap for B2B marketers to adapt their strategies, emphasizing the importance of aligning with how buyers conduct their research and make purchasing decisions in the current digital landscape.

The episode breaks down the shift from traditional lead generation tactics to modern demand gen strategies, highlighting the importance of quality over quantity. Megan articulates how companies can optimize their marketing efforts by focusing on demand creation, capture, and conversion. Using a data-driven approach, she encourages marketers to adopt high-intent strategies and offers practical advice on setting budgets and prioritizing channels. Megan also discusses the significance of having clear and specific CTAs on websites and the role of personalized messaging in successful campaigns.

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Stacking Growth | The B2B Marketing Podcast

The evolution of buyer behavior and the key pillars of a modern demand gen strategy | Megan Bowen at Demand Conf 2024 (by Skale)

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

Understanding the Evolution of Buyer Behavior

Shifting from Lead Gen to Demand Gen Strategies

Measuring Success in Demand Gen Campaigns

Crafting a Modern Demand-Gen Strategy

Remember Everything You Learn from Podcasts