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

Episode 2026 · 7 months ago

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'mLeslie Cruise, the sweet fish media today we are continuing on our journeyand to demand generation and I am joined today by Israel Blackman, ownerof Tln marketing Israel, thank you so much for joining me on the show. Thankyou Leslie for having me. It's a pleasure to be here. Yeah, I'm excitedto 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 theidea behind your company. So marketing is a bit to be demand generation agencythat was established in 2016 and operates in Israel. We serve globaltech companies, start ups, scale ups and enterprises whose headquarters arein Israel or that have an Israeli subsidiary. Some of our most prominentclients include Singular, which is a mobile measurement and uh attributioncompany, luminous and medical devices company optimal Plus, which wasrecently acquired by an eye Amdocs, amazon, AWS and Cisco. In a nutshell,we plan and execute demand generation programs that enable our clients tomeet their business goals, which mainly means generating the sales pipeline.Before establishing T. L. M. I served as head of Microsoft, Israel's digitalmarketing department, a role which I held for five years just as Microsoftwas moving towards sauce and e commerce models. The experience, again in thiscapacity was incredibly available. I was able to acquire new digital skillsas 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 teamof blink, which is Israel's first and...

...largest social media agency that wasrecently acquired by Hamas. That's great. So you have a lot of experiencein digital marketing as a whole, but also in demand generation, which I findvery interesting since it's so up and coming right now. So how would you, inyour own words, define demand generation. My preferred definition ofdemand generation is a set of targeted marketing programs formed with revenueaccountability in mind. This means that the primary goal of demand generationis to generate sales pipeline. And uh, I'm very much familiar with the debatethat is going on around the definition of demand generation, with somedefinitions that lean more towards the upper funnel, the awareness relatedpart of target India's engagement. But uh, this is the definition that I feelmost comfortable with and it describes best what me and my team are doing forthe past few years. Also, in my point of view, this definition is helpfulbecause it emphasizes two main points. The first is that it gives a name towhat me and my like minded colleagues have been doing for the past years asdigital marketers are generating new revenue streams from digital activities.This also makes it easier to explain what my team and I do. Up untilrecently, 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 fewpeople were familiar with this term by the way. This actually reminds me ofthe early days of social media As an agency that was established in 2007. 2years before the term social media was...

...coined, we had to use various quicklynames 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 callourselves a social media agency and everybody knew what we were talkingabout. Yeah, second, the definition encourages digital marketers to payattention to growth drivers rather than justly generation. Yeah, it's it'sreally interesting to me that you were on the forefront of social media kindof before it was really even called social media. You know, you weretalking about how you called it a lot of different things and then then youcalled it a social media agency and everybody knew that you were talkingabout 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 extraattention to what is driving growth rather than just focusing on leads andrevenue. 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 totalk about and it's about B2B demand gen trends in 2021. And for thoselistening, we'll make sure to link this article in the show notes because Ithink it is something that's really valuable for anyone who wants to startimplementing demand gen strategies in the organization as a whole. Um butIsrael, can you just share your idea behind this post and ultimately whatthose trends are. So as an agency owner, I enjoy the privilege of working withdiverse clients from various industries sizes and business models. And based onmy clients and my personal 2020 Q4 experiences i. e. The planning processof 2021, I was able to take a step back and reflect on what 2020 will mean forthe future. And in my point of view, 2020 was about speeding up existingprocesses, business accountability says...

...the marketing environment and a B. M.or concepts and practices that were discussed and promoted as bestpractices for the past few years. But in 2020 we were accelerated matured andmoved to the forefront of the desired marketing practice for the future. Andthis demanded a different approach to our marketing planning. And aftergiving this subject so much fought, I decided that it's important toarticulate these points and share them with colleagues. So a few weeks back, Iinterviewed my clients and several colleagues whose opinion I value and uhand three main trends emerged from those discussions. The first round, Icall it digital old bound and Ron Konigsberg, who is the chief of growthat single are put it nicely when he said, there was always a question ofdiversity within the marketing portfolio, with digital marketing beingpart of the mix. Today, digital marketing is the marketing portfolioand we constantly strive to diversified. That's good. And this is almost commonsense when face to face interactions are no no longer available for bothmarketing itself, Digital becomes the only available channel of businessengagement. And this actually presents a great opportunity as one alsoemphasized for marketers to become trend makers rather than following thelead of industry events, exhibits and conferences. So that is the first trend.The second trend that emerged is, says the marketing partnerships. I know thatyou didn't want to discuss much the...

...sense of marketing alignment trend. Itis important so which is important. And I know that you have discussed that alot with our guests of your podcast. But in my opinion, as opposed to the upuntil recently popular agenda of sales and marketing alignment, which assumedthe clear division of labor between sales and marketing. Today, bothmarketing and sales are considered equally responsible for generatingopportunities, which means that they cannot wait for one another, but ratherneed to work closely together. And in terms of KPI S, it means that digitalmarketing is now being measured in terms of revenue accountability. Thatis the number of opportunities and potential revenue that it generates.And last trend is winning the bank group. Since marketing is now measuredby the opportunities it generates, and since the the bid to be purchased,decision process is divided among several decision makers. Marketing mustput more effort into identifying, acquiring and engaging with the bankgroup in order to ensure that an opportunity is being generated josh.What do you think is the most irritating thing for B. Two B buyersright now? Man Logan. I love talking to you about this. You know that thenumber 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 waythat they want to sell, buyers don't want to buy that way. Right now. Theywant to by the way they want to buy. We need to enable those buyers, we callthis buyer enablement at sales reach. We need to enable those buyers to makebetter decisions quicker in a comfortable environment that's morepersonalized 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 salesprocess. It's allowed me to really enable the buyer to move more quicklyin really two ways. One they don't have to download a bunch of attachments. Ican send them to one page with the proposal case studies differentresources because let's face it, the proposal is just one part of the salesconversation and probably only one sales enablement piece of content thatyou'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 themhave to re give our pitch to the entire buying committee. So one thing I do isput 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 theproposal. Let me know if you have any questions and it allows me to give alittle 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 thebuyer not have to repeat the entire pitch from scratch. So if anybody islooking to do the same thing in their own sales process, I'd highly suggestthey 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. Ithink that these three trends are really going to be crucial to anyonelistening to this, who is looking to start implementing more but demand genstrategy into especially, you know, if your start up or scale up organizationthat doesn't have, you know, maybe a demand gen department or doesn't havesomeone specific in that role, These are going to be three really, reallyimportant trends to kind of focus on in your organization and Israel, youtalked a little bit more about in that article about some of the strategiesthat are seeing increased budgets in 2021. Can you talk about what thosemight be and why They're increasing in 2021 specifically? Yeah. So the mainstrategy that comes to mind is a B. M. Account based marketing in a natural AB. 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 salesdepartment 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 gainedtremendous popularity during the past year has to do with all three trendsthat we have covered earlier. It closely partners with says itrepresents strong accountability toward generating business opportunities andit takes into account the bank group. Another strategy that comes to mind isgrowth hacking as a strategy. I turning growth hacking which is usuallyperceived as a tactic or or a set of tactics into a complete strategy. AndIn this case I relate to your discussion with Sarah Anderson who saidthat during the past 12 months, marketers were expected to incorporatemore growth tactics into their programs. These circles back to the businessaccountability trend that we've mentioned with a strong emphasis on riand tangible results. Yeah, that's really great. And speaking of tangibleresults, how would you measure success in a demand gen strategy? Simply put weevaluate demand generation programs using free main KPs. The first is thenumber of Rescuers. The number of says qualified leads. The second is thenumber of opportunities and the third is the expected annual recurringrevenue. That's really interesting. Kind of spelled out like that. Ihaven't heard anyone give a direct answer like that, but I think this isreally great because this is something, I mean these are things that aremeasurable, you know and I think the issue that people have had with demandgeneration is sometimes it's not measurable because sometimes you'reworking with that word of mouth marketing or these other things thatjust aren't easily measurable. But this...

...is something, I mean these three mainKPs are easily measurable and easily evaluated In your opinion. What do youthink is something that B2B marketers in this industry should start or stopdoing When I was writing the 2021 demand generation trans article. Askone of my clients and friends actually to share his insights with me. He saidthat he doesn't have time To sit down. I insisted and he said I will tell youone thing that relates to marketing in 2021 M. Q. L. Is dead. Uh The guy'sname is Jonathan Carson. Um, and he's the same of cybersecurity startupcalled R Mo and I didn't actually put it on my article. But in my opinion, itsums up pretty much everything that needs to be stopped. Marketers whofocus on generating SQL ie nurturing leads until reaching an arbitrary scorewhich may or may not indicate buying intent are limited in their ability togenerate growth. Absolutely. Well, this has been so insightful. Israel, thankyou so much again for coming on the show and sharing with our listeners alittle bit more about your experience with demand generation. Where can ourlisteners find you if they're interested in learning more about youor Tln marketing? So you can find me on both linked in and twitter. Look upstyle 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 thanksagain for joining me here on GDP Growth. Thank you very much for having me. Itwas a true pleasure.

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