3 Demand Gen Trends That Will Shape Your Business in 2021 and Beyond

ABOUT THIS EPISODE

In the latest installment of our demand gen deep dive, Lesley Crews talks with Israel Blechman, owner of TLM Marketing about 3 demand generation trends that will shape your business in 2021. 

They also discussed strategies that are seeing increased budgets in 2021 and how to measure success in a demand gen strategy. 

Yeah, welcome back to be to be growth. I'm Leslie Cruise, the sweet fish media today we are continuing on our journey and to demand generation and I am joined today by Israel Blackman, owner of Tln marketing Israel, thank you so much for joining me on the show. Thank you Leslie for having me. It's a pleasure to be here. Yeah, I'm excited to talk to you today before we get too deep into demand generation as a whole. Do you mind sharing with our listeners what T L M stands for and kind of the idea behind your company. So marketing is a bit to be demand generation agency that was established in 2016 and operates in Israel. We serve global tech companies, start ups, scale ups and enterprises whose headquarters are in Israel or that have an Israeli subsidiary. Some of our most prominent clients include Singular, which is a mobile measurement and uh attribution company, luminous and medical devices company optimal Plus, which was recently acquired by an eye Amdocs, amazon, AWS and Cisco. In a nutshell, we plan and execute demand generation programs that enable our clients to meet their business goals, which mainly means generating the sales pipeline. Before establishing T. L. M. I served as head of Microsoft, Israel's digital marketing department, a role which I held for five years just as Microsoft was moving towards sauce and e commerce models. The experience, again in this capacity was incredibly available. I was able to acquire new digital skills as they were emerging and Diprivan for the needs of uh tech market leader. Before Microsoft, I was the VP of strategy and part of the founding team of blink, which is Israel's first and...

...largest social media agency that was recently acquired by Hamas. That's great. So you have a lot of experience in digital marketing as a whole, but also in demand generation, which I find very interesting since it's so up and coming right now. So how would you, in your own words, define demand generation. My preferred definition of demand generation is a set of targeted marketing programs formed with revenue accountability in mind. This means that the primary goal of demand generation is to generate sales pipeline. And uh, I'm very much familiar with the debate that is going on around the definition of demand generation, with some definitions that lean more towards the upper funnel, the awareness related part of target India's engagement. But uh, this is the definition that I feel most comfortable with and it describes best what me and my team are doing for the past few years. Also, in my point of view, this definition is helpful because it emphasizes two main points. The first is that it gives a name to what me and my like minded colleagues have been doing for the past years as digital marketers are generating new revenue streams from digital activities. This also makes it easier to explain what my team and I do. Up until recently, I would say that I build digital growth engines for my clients, which is the time we would use that Microsoft. The problem was very few people were familiar with this term by the way. This actually reminds me of the early days of social media As an agency that was established in 2007. 2 years before the term social media was...

...coined, we had to use various quickly names to describe what we did, such as web to the toe marketing, communities, marketing, etc. After the time social media was going to, we simply call ourselves a social media agency and everybody knew what we were talking about. Yeah, second, the definition encourages digital marketers to pay attention to growth drivers rather than justly generation. Yeah, it's it's really interesting to me that you were on the forefront of social media kind of before it was really even called social media. You know, you were talking about how you called it a lot of different things and then then you called it a social media agency and everybody knew that you were talking about and now that you're here kind of on the forefront of demand generation, um I do agree that it is definitely important for marketers to pay extra attention to what is driving growth rather than just focusing on leads and revenue. And that's what I've learned in my process of this deep dive so far. And recently you published an article on linkedin that I definitely want to talk about and it's about B2B demand gen trends in 2021. And for those listening, we'll make sure to link this article in the show notes because I think it is something that's really valuable for anyone who wants to start implementing demand gen strategies in the organization as a whole. Um but Israel, can you just share your idea behind this post and ultimately what those trends are. So as an agency owner, I enjoy the privilege of working with diverse clients from various industries sizes and business models. And based on my clients and my personal 2020 Q4 experiences i. e. The planning process of 2021, I was able to take a step back and reflect on what 2020 will mean for the future. And in my point of view, 2020 was about speeding up existing processes, business accountability says...

...the marketing environment and a B. M. or concepts and practices that were discussed and promoted as best practices for the past few years. But in 2020 we were accelerated matured and moved to the forefront of the desired marketing practice for the future. And this demanded a different approach to our marketing planning. And after giving this subject so much fought, I decided that it's important to articulate these points and share them with colleagues. So a few weeks back, I interviewed my clients and several colleagues whose opinion I value and uh and three main trends emerged from those discussions. The first round, I call it digital old bound and Ron Konigsberg, who is the chief of growth at single are put it nicely when he said, there was always a question of diversity within the marketing portfolio, with digital marketing being part of the mix. Today, digital marketing is the marketing portfolio and we constantly strive to diversified. That's good. And this is almost common sense when face to face interactions are no no longer available for both marketing itself, Digital becomes the only available channel of business engagement. And this actually presents a great opportunity as one also emphasized for marketers to become trend makers rather than following the lead of industry events, exhibits and conferences. So that is the first trend. The second trend that emerged is, says the marketing partnerships. I know that you didn't want to discuss much the...

...sense of marketing alignment trend. It is important so which is important. And I know that you have discussed that a lot with our guests of your podcast. But in my opinion, as opposed to the up until recently popular agenda of sales and marketing alignment, which assumed the clear division of labor between sales and marketing. Today, both marketing and sales are considered equally responsible for generating opportunities, which means that they cannot wait for one another, but rather need to work closely together. And in terms of KPI S, it means that digital marketing is now being measured in terms of revenue accountability. That is the number of opportunities and potential revenue that it generates. And last trend is winning the bank group. Since marketing is now measured by the opportunities it generates, and since the the bid to be purchased, decision process is divided among several decision makers. Marketing must put more effort into identifying, acquiring and engaging with the bank group in order to ensure that an opportunity is being generated josh. What do you think is the most irritating thing for B. Two B buyers right now? Man Logan. I love talking to you about this. You know that the number one challenge right now is that many customer facing teams in the B. Two B. Space right now are forcing their potential buyers too by the way that they want to sell, buyers don't want to buy that way. Right now. They want to by the way they want to buy. We need to enable those buyers, we call this buyer enablement at sales reach. We need to enable those buyers to make better decisions quicker in a comfortable environment that's more personalized for them to move forward with that process. Dude, that's awesome. I couldn't agree more since I've been...

...using sales reach in my own sales process. It's allowed me to really enable the buyer to move more quickly in really two ways. One they don't have to download a bunch of attachments. I can send them to one page with the proposal case studies different resources because let's face it, the proposal is just one part of the sales conversation and probably only one sales enablement piece of content that you're sending. So it makes it easier on them. And then the other thing is, you know, we're selling to our champions and then we're making them have to re give our pitch to the entire buying committee. So one thing I do is put a custom 2 to 3 minute video on the top of my sales reach page that says, hey, here's all the resources, tie it back to the conversation. Here's the proposal. Let me know if you have any questions and it allows me to give a little bit of kind of a mini pitch to the rest of the buying committee, introduce myself, which helps me build trust and credibility and helps the buyer not have to repeat the entire pitch from scratch. So if anybody is looking to do the same thing in their own sales process, I'd highly suggest they reach out to you and the team over at sales, reach for anybody listening, just go to sales reach dot io to talk to josh and the team That's great. I think that these three trends are really going to be crucial to anyone listening to this, who is looking to start implementing more but demand gen strategy into especially, you know, if your start up or scale up organization that doesn't have, you know, maybe a demand gen department or doesn't have someone specific in that role, These are going to be three really, really important trends to kind of focus on in your organization and Israel, you talked a little bit more about in that article about some of the strategies that are seeing increased budgets in 2021. Can you talk about what those might be and why They're increasing in 2021 specifically? Yeah. So the main strategy that comes to mind is a B. M. Account based marketing in a natural A B. M. Is a demand generation strategy that focuses on a targeted account list, a list of specific companies which is...

...usually generated by or with the sales department by engaging with as many of the bank groups on the list as possible. We aim to maximize the opportunities and the reason the strategy has gained tremendous popularity during the past year has to do with all three trends that we have covered earlier. It closely partners with says it represents strong accountability toward generating business opportunities and it takes into account the bank group. Another strategy that comes to mind is growth hacking as a strategy. I turning growth hacking which is usually perceived as a tactic or or a set of tactics into a complete strategy. And In this case I relate to your discussion with Sarah Anderson who said that during the past 12 months, marketers were expected to incorporate more growth tactics into their programs. These circles back to the business accountability trend that we've mentioned with a strong emphasis on ri and tangible results. Yeah, that's really great. And speaking of tangible results, how would you measure success in a demand gen strategy? Simply put we evaluate demand generation programs using free main KPs. The first is the number of Rescuers. The number of says qualified leads. The second is the number of opportunities and the third is the expected annual recurring revenue. That's really interesting. Kind of spelled out like that. I haven't heard anyone give a direct answer like that, but I think this is really great because this is something, I mean these are things that are measurable, you know and I think the issue that people have had with demand generation is sometimes it's not measurable because sometimes you're working with that word of mouth marketing or these other things that just aren't easily measurable. But this...

...is something, I mean these three main KPs are easily measurable and easily evaluated In your opinion. What do you think is something that B2B marketers in this industry should start or stop doing When I was writing the 2021 demand generation trans article. Ask one of my clients and friends actually to share his insights with me. He said that he doesn't have time To sit down. I insisted and he said I will tell you one thing that relates to marketing in 2021 M. Q. L. Is dead. Uh The guy's name is Jonathan Carson. Um, and he's the same of cybersecurity startup called R Mo and I didn't actually put it on my article. But in my opinion, it sums up pretty much everything that needs to be stopped. Marketers who focus on generating SQL ie nurturing leads until reaching an arbitrary score which may or may not indicate buying intent are limited in their ability to generate growth. Absolutely. Well, this has been so insightful. Israel, thank you so much again for coming on the show and sharing with our listeners a little bit more about your experience with demand generation. Where can our listeners find you if they're interested in learning more about you or Tln marketing? So you can find me on both linked in and twitter. Look up style Blackman P L E C H M A N. I'm always happy to meet new piers. Great. I love it. Well, thank you so much. This has been fantastic and thanks again for joining me here on GDP Growth. Thank you very much for having me. It was a true pleasure.

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