B2B Growth: Your Daily B2B Marketing Podcast
B2B Growth: Your Daily B2B Marketing Podcast

Episode 2029 · 5 months ago

How to Create a B2B Brand Awareness Strategy That Creates Urgency & Drives Demand

ABOUT THIS EPISODE

In this episode, Lesley Crews talks with Jay Baron, CEO of Elevate Demand. 

Jay and Lesley discuss growth marketing vs. demand generation, creating a B2B brand awareness strategy that drives demand, buyer-led growth, and more.

Yeah what is up everybody welcome back to beto be growth. I'm Leslie Cruise with sweet fish media and we are continuingour deep dive into the topic of demand generation. I'm joined today by jayBaron Ceo at elevate demand J thanks so much for joining us today. Awesome. I'mglad to be here. This is going to be fun. Yeah me too. I'm stoked so I haveto start out by asking the question you know because everyone has a differentanswer and the approach. I think it's important for anyone listening to getkind of the full effect here. So how did you, in your own words definedemand generation? Yeah this is an interesting topic and I think it'shotly debated. It seems like on linkedin. What I see as demandgeneration is it focuses on the top of the funnel awareness and acquisitionessentially. So you're building awareness with your target I. C. P. Andthen marketing's job is to acquire customers. That's like traditionaldemand generation. To me what I have really started to really focus on hisgrowth marketing honestly and growth marketing and this is kind of wherepeople, I think the debate starts is I actually start moving down the funnelright? So it's awareness acquisition but then you start getting intoreferral revenue retention and things like that. And to me that's kind of thedifference between like uh demand generation and growth marketing is yourfocus on the top of the funnel with demand gen and trying to create demandand growth marketing focuses on the entire funnel all the way through. Yeahlet's break that down a little bit and talk you know demand in versus growthmarketing. Can you kind of break down some key differences there? Yeah So thebest way to think about it is with growth marketing, how I approach it iswe're looking for growth throughout the entire funnel. Right? So another way is,as I think about, as I work with the customers that we are now, elevate,what's really happening is Most B to B...

...companies now, we're honestly willingto spend 100 of their LTV to acquire new customers. So the battle no longerto me is at awareness and acquisition, your battle starts to come down intohaving a better retention with your customers. How you can actually Upselland cross sell your customers like that's the next battleground for me,it's not The awareness aspect and acquiring the customer is actually downthe funnel is where companies are really placing their bets and reallylooking to win right now, because if you're willing to find 100 of LTV toacquire a customer, you have to make the money somewhere. Yeah, for sure. Umlet's talk a little bit about brand awareness as a whole. Um you know,lately in the B two B space, there's been this topic really around demandgen that says, you know, oh you have good brand marketing, okay, here's yourrevenue and that's just not how it works obviously. Um and you wrote ablog post that was really insightful to me and my team here at Sweet Fish abouthow to create an effective B two B awareness strategy that builds urgencyand demand. So can you break down that formula that you talk about in thatblog post? Yeah, it's interesting too. And it's good to maybe talk about myjourney a little bit because what I've gone through and what I look at andlinked in, I've gone through that journey, right? So I have done, youknow what I would call tactical marketing, I think that's whereeverybody starts. And I finally realized that where everybody getsstuck and when that's not working, right? So everybody thinks they have anad problem, they have a content problem, then they start looking for better adsand better content. And then when that doesn't work, what's happening, there'sa lot of companies and start transitioning their tactics. So they gofrom lead based right to account based and everybody tries to count based, youget maybe a small uptick in and results and then that from there I've actuallydone gone to brand. So I have done brand marketing and building brandawareness. And what I found typically this is where a lot of companies getstuck is if your lead based approach...

...isn't working and your account basedapproach is not working and your entire marketing team is stuck in what I callthe false struggle, right? You're updating And you assume you have an adproblem in a content problem switch into running building brand awarenessand brand marketing isn't going to solve your problem. What I've found isyou can create all the content in the world, you can build all the brandawareness in the world. I've done this, I have created valuable content, I haverun paid ads around it, I have done s ceo around it, I generated all thisadditional awareness. And what I realized is awareness doesn't actuallycreate demand that everybody talks about, right, build awareness to createdemand, capture The other 1%. What happens really is buyers become youwhere where you exist and that's about it. You know, you're still waiting forthat need to develop, so you're not really creating new demand with brandawareness, your capture an existing demand a little bit better. And what Ifinally realizes, I wrote that blog post and I've been working with BB SAASCompanies is your brand awareness. And when you do brand and brand marketingshould actually be creating demand number one. But number two, before youstart developing and creating brand awareness and brand marketing, there'stypically a lot bigger issues that you need to solve. So like I said, ifyou're lead based isn't working, your question should be, we're getting leadsthere right fit leads. Why are they not turning to revenue? The answer isn't.So we need to go build brand and that's kind of like the essence of what I'mtrying to get at with. This is brand marketing, the way it's beingprescribed, create valuable content, push that content to your target. I seeif he doesn't actually create demand. I read 100 Lincoln post today, I don'tknow how many blog posts and I have zero interest in buying for most ofthose companies. Yeah, that's really interesting because it's so true andyou know, a lot of people that I've talked to have said, you know, yeah,like make yourself known, make yourself the key person in this industry. Likeyou know, sweet fish make yourself the...

...key person podcasting. But that doesn'talways work because that doesn't drive demand right away. It just makes you itputs you out there. Makes you known. Yeah. And I think, you know, my biggestfear for a lot of companies that are getting into the brand creates demand.We're going to go do brand marketing to build awareness is number one. MostGMOs don't have enough time, right. If you're going to go that approach, ittakes 12, 18 24 months to even probably start seeing any real demand. The otherthing too, the way it's being prescribed, right, create case studies,push content out, you typically either a really small company so you see it oryou're really large company who can put a lot of money behind it and you see itthat way. But for the average B two B company right there, you know, they'regrowing, it's not 10 X. Doing brand awareness isn't going to be there nextgrowth lever and that's kind of like the big mess. I think a lot of who I'mtalking to is the average marketing team, the average marketer. They'redoing great work, but they're not like high growth, right? Doing brandmarketing. A brand awareness is putting fuel on the fire for an existing growthlever. If you haven't found that growth lever, if you haven't fixed friction inyour buyer's journey, If you haven't actually created a brand deserving ofgrowth, building awareness isn't gonna do anything for you. As a marketer,you're probably brainstorming outside the box ideas to engage your prospectsand customers working remotely, and you've probably thought about sendingthem direct mail to break through the zoom fatigue. But how do you shippersonalized gifts to remote decision makers when you have no idea wherethey're sitting at B two B growth, we use the craft and platform to sendhyper personalized gifts to anyone working from anywhere. Crafting makesit easy for your prospects and customers to pick and personalize theirown gift in real time and offers highly secure data capture. So decision makersfeel comfortable submitting their home addresses for shipping purposes. To getyour own personalized craft and gift. Go to craft um dot io slash growth toschedule a demo and receive a...

...complimentary personalized gift fromcraft. Um to claim your personalized gift go to craft um dot io slash growth.Can you share an example of a good brand narrative that has actuallyworked? Yeah. So there's a few examples that I always come top of mind ofcompanies that have built like great grand narratives, the one I like a lotis actually open view partners, their brand narratives around product likegrowth. So like they're the creator of that, right? They actually have, if youfollow me on linkedin and talk about the start here page and things likethat. They have something like that as a concept in their main navigationcalled product. Like growth. I believe you should call the start here page,but that's splitting hairs. So they have a narrative on this shift that'shappening, right? And the the narrative they need you to believe is that youneed to switch to product led growth, right? And then once you believe thatyou're already starting to create urgency and demand other greatcompanies that do this right drift Has done a great job of this was theirrevenue acceleration platform, right, convincing B2B marketers, the way thatthey're operating now is going to be obsolete. I am actually amazed at whatdrift is done. So you wanna talk about how to build brand awareness thatcreates demand. To me drift is their chatbots, like like we don't want toreally admit that, but that's honestly all they are is a chat pot and theybuilt a brand narrative that's so strong that they've created all thisdemand with it gong, does it as well, revenue intel, right? You can talkabout refined labs and chris, like what he preaches and everybody says brandcreates demand. They want to replicate. Like chris's model. Chris has created abrand narrative that lead base no longer works demand jin is the new wayto win, right? Like he's actually built a branded narrative, he didn't buildawareness and and do brand marketing. He built a narrative and built a branddeserving of growth. Yeah. Yeah, that's...

...great. That's great examples. Can youtalk a little bit about the difference between, you know, product versus buyerled growth? Yeah, there's a lot of a lot of similarities. So buyer ledgrowth is honestly something that I've come up with and really there's thisfundamental shift that has happened in marketing and like this is to me likethe shift that marketers honestly have to be making, which is the seller nolonger has any of the power the buyer now has all the power in the engagementand you need to shift how you go to market To the way B2B buyers want tobuy. And that's what buyer like growth is honestly all about. So it's, well,there's a few things if we talk about the shifts, right? So the shifts Ifinally realized, which is number one, the job of marketing has changed. So wetalked about your first question was demand jin right? It was buildingawareness in acquiring customers, right, well you get a demo form, they wouldthen go into sales, sales would create urgency and demand sales, woodcraft theoffer, sales would give them price and get them to close, right? The shift nowis the buyer has all the power and they're not reaching out to sales tohave that happen. So you actually need to be doing that with your marketingnow. And that's when we talk about brand narrative being a part of buyerlike growth. That's the key when we think about building brand marketing,your job now in marketing is to shift the beliefs of your buyers to actuallycreate the urgency of demand. You need to change their narrative into thenarrative, you need your buyers to believe. And that's how we start withbrand is figuring out what that brand narrative is and that's the crux ofviolent growth. Then you go right down the funnel, you start working withsales. Okay, How do B two b buyers want to biceps products and working withsales? And then again we follow that...

...same concept through retention uh andeverything. And that's like when you hear me talk about brand narrative fire,like growth, like that's the shift that I keep talking about. And then there'salso other two big shifts and I keep saying the seller and the company nolonger has the power. It's the buyer. The other two is, there's so manyalternatives. Now. There's hundreds of alternatives to sweet fish. There'sthousands to me like it's not even direct competitors. The alternatives toyour solution. Again, that gives the buyer more control and I actuallycompletely forgot my point of friction. The other big killer that we're findingagain to be by your focus is removing friction from the buyer's journey. Lotof marketers look at as well. We're going to reduce fields on our form andthings like that. The reality is friction is a lot deeper than that.Friction is confusing value proposition. If I have to reach out to sales tounderstand the value of your product, right? That's a friction problem, notputting pricing on your website, creates friction, doing a view demobutton, somebody clicks it and it's actually get a demo button, right?That's friction lead handoff optimization. Again, looking forfriction through the entire funnel retention. Things like that is how we,that's what violet growth is all about. Is those three buckets brand narrativeto create demand, shifting your buyers beliefs and irony. I fell there. It'sall stop. No, no, that's great. I think the topic of friction is reallyimportant because it's something that people don't often think about and it'sjust honestly making it simple, like making it easier. It's like, I'mpersonally like I am a really easy sell right? Like you can sell me anything,but if I can't get to it easily, if I can't find it, if I can't see the priceI'm not sold because it, that makes it difficult for me. So that is a huge,huge pain point and a lot of companies do that wrong. So yeah, and I think aswe keep thinking about, you know,...

...demand jin and does brand create demand,right? And I talked about this fall struggle, that's really what I'mgetting at is companies now are building brand awareness and brandmarketing, they have a high friction brand, right? They're not solving theright problem that the company is facing, they're not building the brandnarrative, they're not removing friction from their buyers journey, sothey're going out and they're building brand, they have a confusing valueproposition that's not creating any urgency and demand and then that buyersmet with high friction. Again, it's kind of like what I said before, ifyou're generating leads at a good clip and those aren't turning to revenue,your issue is not go build brand, how do you get those leads to turn torevenue, start looking for friction throughout your buyer's journey andthat's really the missing pieces, friction is the number one growthkiller. It's not like I said, building awareness. Absolutely, totally agreesweet. Well J this has been so insightful for me and I know ourlisteners will take it as well and run with it. So thank you. If anyone isinterested in hearing more from you or learning more about elevate, where canthey find you online? I'm all over linkedin, connecting on linkedin.Otherwise elevate the man dot com. Awesome. Thanks again for joining me onGDP growth. Thanks. Mhm One of the things we've learned aboutpodcast audience growth is that word of mouth works. It works really, reallywell actually. So if you love this show, it would be awesome if you texted afriend to tell them about it. And if you send me a text with a screenshot ofthe text you sent to your friend meta, I know I'll send you a copy of my book,Content based networking how to instantly connect with anyone you wantto know. My cell phone number is 4074933-8. Happy texting.

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