What IS Demand Generation?

ABOUT THIS EPISODE

As we're getting ready to round out our series on demand generation, Lesley Crews shares what she's discovered so far on her journey into demand generation, advice she's received from others, and how she defines the term herself. 

Yeah, what's up everybody welcome back to BBB growth. My name is Leslie Cruise with Sweet fish media. If you are new here, you are coming in on the tail drive into demand generation every other month here on GDP growth, we're diving into a very specific topic. So february dan dove into the topic of a b. M. And the entire month of april. We've been covering demand generation. I cannot believe how fast this month has flown by, I can't believe that april is almost over. This deep dive has definitely kept me busy but I have learned so much, it has been so insightful for me and I think in my career going forward it's going to be great and I know that a lot of our listeners have gotten a lot of insight from it as well. So I'm so thankful for everyone I've talked to for those who are new and listening this idea all came about a few months ago when I was talking to dan Sanchez, our director of audience growth here at Sweet Fish. We were talking about how I've always been interested in kind of social media marketing, organic versus paid and kind...

...of where it fits into before I started working for Sweet Fish uh 2.5 years ago I was actually working for a media company and I was doing social media for them and then my internships through college where all social media as well. So I've always had an interest there and um I think it's growing obviously and demand generation as part of that. And dan asked me what I knew about demand generation and I said not much honestly. And so he encouraged me to research the topic, find some of the best B2B marketers and practitioners who are practicing demand gen daily and then learn as much as I could about the topic, which is what brought on this deep dive. So for the past month I've been interviewing thought leaders and vendors who have implemented successful and not so successful dimension strategies in their organizations. I've talked to so many wonderful successful people in the last couple of weeks and I've learned something very different from each of these marketers. Everyone kind of seems to have a different definition on what demand generation...

...really is. And coming to this as someone who knew nothing about demand generation. Over the past couple of weeks, I've been able to kind of craft my own definition as to what I think it is and how I feel about it. And for me, demand generation is creating interest in your products or services to build healthy pipeline of qualified leads for your sales team. So in my opinion, to break that down a little bit, demand generation is really about kind of taking a step back and making your target audience care about what you're selling, which is crucial. That's where it starts, right? So shifting that audience perspective so that they understand not just what you and your company do, but what problem you're trying to solve for them, Right? So how can you make their life and their day to day job easier rather than focusing on selling your products, selling your solution, demand generation kind of creates that awareness of a need at all, which is really taking it further back than people tend to think, right, so help your audience recognize that they...

...need what you offer in order to create demand in your business. And if you're able to do this well with the right strategies, demand generation can really create awareness with your desired audience and beyond really delivering more qualified leads to your sales team and help link your marketing efforts back to revenue. And this is really important because if you're able to do this well with the right strategies, demand Generation can really create awareness with your desired audience and beyond uh deliver more qualified leads to your sales team and help link your marketing efforts back to revenue. The best demand jin strategies. Consider every single step in the buyer's journey. So from the first time someone interacts with your company, whether that be through linkedin social media through a podcast episode through an email marketing campaign, whatever it may be to the moment that they become a customer of yours. Demand generation initiatives should always align your marketing and sales teams to kind of help grow your business and drive revenue. And I know in the past there's kind of been this...

...conflict of interest between, you know, marketing and sales, but it's really, really important and a good demand gen strategy that those to kind of come together, connect, work together and that will really grow your business and drive revenue. Another important aspect of demand gen that I think sometimes marketers tend to forget about is customer experience. I think that sometimes this can be a really big downfall of certain organizations because that customer experience aspect is not always there and it's not always prevalent. It should be simple, but marketers tend to make it so difficult, so make it easy for your customer to get information. Don't hide the prices on your website, don't be so slow to respond simple things. I spoke with someone yesterday actually who shared with me that they requested to demos on the same day from two different companies, both offering essentially the same thing. A couple hours later, one of those companies, let's say Company A immediately got in touch with this person, you know, connected with...

...them on linkedin, set up a call and then they shared that multiple people from Company A even connected with them on linkedin and started engaging with their content, started interacting with them. This got them pumped up about not only the product but the brand and the organization as well. And by the time this person had the demo call with Company A Company B had still not gone in touch with them at all. This person shared with me that while Company B was actually the front runner in this industry that they were looking to buy into, they decided to go a second best which was company A simply because of their customer experience. So something so simple that can entirely transform your demand gen strategies. Just customer experience, shifting gears a bit here for anyone who's listening, who is fresh into marketing and it's really interested in diving into more of a demand general or maybe you're just trying to shift your career into demand gen some of the best advice I have received is from the episode that I did with chris walker. And if you haven't listened to that episode yet, I highly, highly, highly recommend it.

Chris is very, very knowledgeable about this topic and he has a lot of great advice to provide to anyone who is interested in kind of growing in a role of demand jin Well, one thing I asked chris, you know, is what piece of advice do you have for early marketers who are new to this space and looking to evolve into more of a demand general? Specifically, maybe even a director of demand gen His advice was really insightful to me. It might be for a lot of those listening today. So I will summarize briefly, he said that if you want to run to me and jen you need to know the full scope of what it is. First of all, you know, ins and outs paid social organic creating content, all of it. You need to know what dimension is before you can run it. That's pretty obvious. But also understanding marketing fundamentals is so important. People are always wanting to move into tactics really quickly, but oftentimes they don't understand the foundation of what they're getting at. There are a ton of marketing books out there and if you actually go to be to be growth show dot com, go to the search bar and type in books. We have a...

...ton of blog posts there on books that early marketers should be reading and it's a really, really insightful, um a lot of good resources. There's definitely check that out. Another great piece of advice that chris shared with me is to start an e commerce business selling a commodity product, whether it's T shirts, shoes, you know, you can buy a product and private label it and then figure out how to sell it to an audience. And I thought that this was so interesting because these types of commodity products do get sold through marketing and brand. Right? So you know, these are the kind of things you're seeing on instagram, you're seeing on your instagram ads, you say, oh I need a new shirt for my workout boom, three instagram ads for a workout shirt. Right? So through this, you'll learn a lot about organic social, paid social, you can kind of try and figure out how to acquire a customer using those paid instagram ads or you can try something else. But when you do those things and use your own money, you actually care whether or not it's...

...working and a lot of B two B marketers don't have that experience. So they just kind of play around with monopoly money and collect those leads and metrics. But when you use your own money, you get invested and then once you spend 1000 plus dollars on your marketing, you'll know and care whether or not it works. I thought that was really great advice. So for those who have been following along throughout this journey, I hope that you've gained some knowledge, some insight. Hopefully these are things that you can take in your career and you can take in your company and kind of build out your demand gen strategy and I hope that you have more of an understanding on what demand gen is and what it's not. And you know, for the last few episodes in this series, I'm so excited to be diving more into brand awareness pipeline generation, you know, even how to utilize your marketing operations to have a more successful dimension strategies, so that's what's to come, and if you're not already, make sure you're subscribed to GDP growth, so you won't miss these next few episodes and if you're interested in keeping up with me and how I implement this deep dive into my career moving forward or for...

...more advice on podcasting and production in general, because that is my niche. Um you can connect with me on linkedin at Leslie Cruz. My name is spelled L E S L E Y C R E W S so thanks so much for listening until next time. Mhm. One of the things we've learned about podcast audience growth is that word of mouth works. It works really, really well actually. So if you love this show, it would be awesome if you texted a friend to tell them about it. And if you send me a text with a screenshot of the 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 want to know. My cell phone number is four 74 nine 33 To eight. Happy texting.

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