663: 3 Ingredients to Successful Demand Gen w/ Laura Guenther

ABOUT THIS EPISODE

In this episode we talk to Laura Guenther, VP Marketing at SimpleLegal.

Click here to connect with this guest on LinkedIn.

Looking for a guaranteed way to create content that resonates with your audience? Start a podcast, interview your ideal clients and let them choose the topic of the interview, because if your ideal clients care about the topic, there's a good chance the rest of your audience will care about it too. Learn more at sweet fish Mediacom. You're listening to the BE TOB growth show, podcast dedicated to helping be to be executives achieve explosive growth. What you're looking for techniques and strategies or tools and resources? You've come to the right place. I'm Jonathan Green and I'm James Carberry. Let's get into the show. Welcome back to the baby growth show. We are here today with Laura Gunthro she's the VP of marketing at simple legal. Laura, how you doing today? I'm doing great, James. How about yourself? I am fantastic. So, Laura. We're going to be talking today really about how to be successful and...

...to manage and you've got three ingredients, so to speak, for for doing, you know, successful demand generation campaigns. This is going to be a topic that I think our listeners are going to get a ton of value from, just looking over by the outline and this is going to be packed with a ton of actionable advice. But before we get into that, I'd love for listeners to understand just a little bit of context about you know where you're coming from. So tell us about simple legal and what you guys are up to over there. So simple legal is legal operation software that acts as a system of record for corporate legal department. So we work with General Council and legal operations team to help them better tracking manage their legal projects or vendors expensive budgets and so on. So kind of to relate it to the folks listening to this podcast, it's very similar to how work us as marketers use the HUBSBOT and Marketto or a part dot for all of our marketing campaigns, or how sales force is a system of records all sale activity. Wonderful, all right. So so, Laura, I want to dive right in because we've...

...got a lot of stuff that we're going to be talking about. You know, we're as we're talking offline. You said that demand Jin is is like being a Maryonette. I think you explaining that, you know, particularly in light of everybody talking about ABM and there's there's all these kind of buzz words tie you know, that are somehow tied to Demandgin, but you you calling it, you know, to manage, being like a Maryonette. I think is very interesting. Explain that for us a bit and then we're going to dive into these three ingredients that you laid out. Yeah, sure, so it's kind of program management, project management. You're you're working with a lot of different folks. You're you're trying to get everyone coordinated. You have a lot of moving pieces. You've got your digital folks trying to work with Pr, you're coordinating with field and failed development, you're ensuring up the sea level of decades and likely your sales leaders are bought into your campaign and you're really just making sure that everything's getting done so you can see success. You know...

...your point about ABM. In my opinion, yes, a buzz word for sure and something that that I deeply think is an important thing to keep in mind, but it's also not just it's a mindset. It's not a dedicated channel or team and I think all great marketers, we've been doing this since the beginning. Of course we're going to treat certain accounts a bit different because of their size and because of where they fit on our ICP. But when I think about a truly successful demand Gen campaign, I break that into three different parts being, you know, kind of the pre execution or the strategy portion, the actual execution of the campaign and then the follow up behind it. And I think it's important to recognize that the follow up and the Post campaign strategy is just important as the execution. So I see and want to make sure that all of us, is demand Gen leaders, are aware of that. I love it. So this, this first piece that we're going to talk about, Laura, is knowing who owns what and in knowing specifically what you're measuring. I think this being the the first piece of this three...

...part puzzle. Can you expand on on this idea for us? Yeah, absolutely. So kind of, as I mentioned, with a lot of moving parts and several members that you're trying to coordinate with, it's important that they understand who, what they actually need to deliver and in what timeline so there isn't any gray area. So kind of a small piece of that one, but the bigger portion is what you're measuring. So what are the KPIS that you want to track, whether it's an event or it's an email campaign. You have to decide what it is that you'd like to measure in order to show success. So I mean it could be new names, that could be pipeline influence, it could be website visits, you name it, and generally this is going to be dependent on the type of campaign that you're running. One thing that I would also mention it's not just met tricks for the marketing department. It's important to think about the metrics outside of your team as well, so working with other leaders in the organization to ensure that there's numbers that are being measured. This could include what your inbound field development, rents,...

...roughs drs are at tasks with and then, finally, not not really the fun part, but making sure it's documented, so helping keep everyone on the same page. One thing that I do feel very strongly about is hiring marketing out early. So make sure either you hire them early or whoever you hire, they have some mentalytics chopped. I can't tell you how much easier it's been for for us here to be able to try new campaigns and see what's working and what is and because of course, not every campaign is going to be a success as much as we all hope it will be. Yeah, and and we're able to quickly pivot because we have a strong foundation in process to be able to identify those things. Was that something? I would imagine this is a lesson that you've learned from from not. Yeah, this way. Can you can you speak to kind of what happens when you don't take this approach? Sure, so. I mean, if you're going to fall flat of your goals, it's going to be difficult to be able to show the success, and I'll talk about it more as well in one of the...

...other kind of ingredients I've called out. But the fact that if you can't actually measure on what you want to colackt of the better word measure, you're unable to show your impact to the the pipeline into the organization. All right, the second piece that we're going to talk about, Laura, is around alignment. You know, specifically just making sure that sales and marketing are aligned in a few different ways. Can you expand on this for us? Yeah, definitely. It's important to make sure that the the sales and marketing teams are aligned, but that that really does start with leadership. So if if your VPS aren't getting along, there's there's a chance that that is going to trickle down, that feelings going to trickle down to other other members of the organization, and that's never a good thing. I kind of a process level, it's important that everyone's talking the same language. So let's say I'm using a terminology of of mqols and my might bep of sales as using something she says lead. That in and of itself kind of shows that we are in aligned and that things might get missed. So we're not tracking the same stages...

...and the same you know, conversion rates and things, it's going to be confusing and difficult for our teams to be able to understand what they should be driving towards. Another area is is your tech DEC and this is a huge one for me. I've spent a lot of time figuring out workaround integrating different technologies. I've been a sales force Admin for seven years, done some consulting and have been a lot of time playing with data. I'm kind of a geek with that stuff. But I do recommend making sure that your tech deck is is very heavily aligned there's a lot of new solutions and technologies out there today that, you know, we didn't have ten years ago, and there's still many that both sales and marketing can use, but there's still solutions that maybe only marketing users need access to an only failed users need access to another thing. So a few questions to kind of ask yourself would be do the solutions talk to each other? kind of seems like a no brainer, but but worth bringing up, and I don't think that it needs to be a one to one thing. I don't think that it needs to be by directional...

...or that you have all of the data in both systems, but key information should be able to be passed back and forth. And so if you're asking yourself, for you you're thinking about your text back right now and your solutions, you know there's not a need of integration. Then there might be a workaround and I know there's there's a lot of great consultants that I've worked with to to support those kind of unique situations. But another thing I would caution is, as you're building out your text back, to think about that and the fact that not all software is created equal and truly not on seltware integrations are created equal. Yeah, and one thing that I'm sure you're well aware of. Not sure how much you guys use it as simple legal Laura, but something that I've heard people getting a lot of benefit out of is a tool called Zappier that essentially allows you to integrate, you know, tool, the tool that if it doesn't have a baked in integration into it, there's it's likely that Zappier does have an integration for it. So I'm in total agreeants both on, you know, making sure that leadership is aligned, making...

...sure that your text back is a line. The third piece of this that we're going to talk about, Laura, is this idea that you need to stop trying to do it at all. Expand on this idea. Yeah, I mean we we're going to run a lot of campaign. Marketing in general will not just demands on campaigns. And you know, with all of the especially in B to be marketing, you know there's a big push for doing all of these integrated campaigns and we want them all to be successful and for each you know, each one we do is we want it to be better than the last one, but we don't want, we can't try to fix all of the conversion weights at once, or we're going to kill ourselves trying. Instead, it's important to start with just one. So maybe that is your what's kind of to take an easy example, your email campaigns. If we let's work on our open rates or let's work on our click through rate. Pick one of those and work on it, figure out how to impact it and then you can move on to the next one. So you know, one example that that also kind of a real life example for me is...

...is during some of our events. You know, we work very hard to schedule onside events, as most company to do, and their sponsoring you get access to a great list of people and you have these key stakeholders in one spot. So scheduling those demos on site and getting that face to face time is really important. However, after the event we kind of take a step back and again this is making sure that you're thinking about all three portions of a demands on campaign and and looking and seeing of those demos we did, how many of them converted to opportunities, and when that number doesn't look so good, how do you know kind of take a step back and pick that as the metric you want to work on. For next time, and so one thing that we did in order to impact that. That trick, and in particular is is modifying our qualification for scheduling those demos and making sure that the next time around we're saving our top sales reps time at those events and reserving that for for more qualified demos that we know will convert into opportunity.

Fantastic or that you're clearly you clearly know what you're doing over there. Yeah, I've gotten a ton of value from this conversation. I know our listeners are going to pull a lot of takeaways from this. If there's somebody they want to either connect with you directly or they want to learn more about simple legal, what's the best way for them to go about doing that? Sure so. I mean our website, Sim believocom is a great place to start if you're interested in learning more, but feel free to connect with me on Linkedin at the Laura Gunther to you and Pachere, or you can reach out the email at Laura at simple legalcom. Wonderful, Laura. Will thank you so much for your time today. This has been fantastic and I really appreciate it. Thanksden. There are lots of ways to build a community and we've chosen to build the be tob growth community through this podcast. But because of the way podcasts work, it's really hard to engage with our listeners, and without engagement it's tough to build a great community. So here's what we've decided...

...to do. We're organizing small dinners across the country with our listeners and guests. No sales pitches, no agenda, just great conversations with likeminded people. Will Talk Business, we'll talk family, will talk goals and dreams, will build friendships. So if you'd like to be a part of a BEDB growth dinner in a sitting near you, go to be to be growth dinnerscom. That's be to be growth dinnerscom. Thank you so much for listening. Until next time.

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