Kerri Amodio, Director of Demand Generation at Refine Labs, shares her expertise on shifting from lead generation to demand generation. She discusses the complexities of this transition, particularly in larger organizations and emphasizes the importance of data-driven strategies and leadership buy-in. Kerri highlights the need for a focus on customer experience and solving real problems. She also touches on utilizing video advertising and diverse attribution sources to strengthen B2B marketing efforts, ultimately enhancing brand reputation and market share.