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

Episode 2025 · 7 months ago

How to Leverage Your Content to Stand Out in a Sea of Competitors

ABOUT THIS EPISODE

In this episode, Lesley Crews talks with Kaylee Edmondson, Director of Demand Gen at Chili Piper on how to leverage the content in your demand gen strategy to differentiate yourself and stand out to potential buyers.

Yeah, welcome back to BTB growth. I'm LeslieCruise with Sweet fish media and today we are continuing our deep dive intodemand generation. I'm really excited to be joined today by Caylee Edmondson,director of demand gen at chile piper kelly. Thanks so much for joining metoday. Absolutely, thank you for having me. Of course I'm so excited to talk toyou as you know, we're talking about all things demand gen, which is why Iwould love it if you could share a little bit about your role, a chillypiper and kind of explain to our listeners what a day in the life of adirector of demand gen looks like. Yeah, absolutely, it's such a broad topic andI'm so glad that you're doing the steep dive into demand jin because as we knowand I'm sure as all the listeners know at this point in the podcast journeythat everyone seems to define demand gen quite differently. So for us achilly piper and our current stage of growth, we are defining demand jin as Iguess like two buckets or two motions primarily being a brand awarenessmotion and um performance marketing...

...motion. Right? So those are like aretwo primary buckets and a day in the life can be quite different. So itdepends on the day, but primarily for us it's all about focusing on creatingdemand in the space for our product while also capturing the demand thatalready exists. And I mean based on just that very vague I level answerthat means that a day in the life can range from anything from marketingautomation tasks within whatever you're, you know in a platform is to optimizingSalesforce Reports, paid programs on different platforms. It's kind of allover the board, which is why I love to mansion. Yeah, absolutely. And steppingback a little and you know in your own words, can you define dimension? Yeah.So I think and I think it plays a little bit to what I just said and ofcourse every I think it's very dependent upon where you're at withyour stage of growth, right? So for us our marketing team is a total of ninepeople and that includes everything...

...from like product marketing over topartnerships. We all roll up to a marketing function. So the way that wedefine demand gen right now is all about those two motions, right? Sowe're focused primarily on creating demand and that can fall anything frompodcasts, webinars events etcetera, to also capturing demand. So where arepeople in the space that are showing buying intent, Adwords, G twoadditional review sides etcetera. And that's kind of how we define it todaynow as we continue to grow and you know our our company's A. R. R. Continues toshift that definition might change right? Like we probably will get to apoint where marketing ops does not roll under demand jin all of the reportingand analytics might need a dedicated human to own and operate that. But forright now it's all kind of rolled into one. It makes our it makes our cyclevery seamless, right? So we're putting out the ads, we're seeing the resultson those pay channels were optimizing. It's all very intuitive but again mightchange over time. Yeah. Yeah exactly. And that's actually segues great intomy next question because I've talked to...

...several people so far about just howmuch marketing itself has really evolved in the past few years andobviously demand gen is a facet of that with everything going on in the world.The pandemic, but not only the pandemic just in general, I mean marketing isconstantly evolving. So what trends in demand jin do you feel like may reallybe transforming in the next few years? Oh, that's such a good question. Yes,so quite honestly, I feel that we've moved in the last week, maybe 4 to 5years to this huge motion around focusing on pay to play. But I thinkover the next few years we're going to see that trend fade slowly. Don't getme wrong, for brands that are still focused on growing brand awareness,paid to play will still be a facet or a subset of that motion. But I think thatthis motion around building a brand that's authentic and genuine and trueto an audience that believes in what you're pushing, providing value addcontent, those things is going to become way more important thanprimarily focusing on this pay to play...

...game that I feel we've been stuck infor the last few years. Yeah. What exactly do you mean by pay to place? Doyou mean like paid? Yeah, Yeah, yeah, Yeah, putting a large percentage ofyour marketing budget on a PPC PPC based strategy. Yeah. Yeah. And youknow, you mentioned content a little bit in there, but let's talk a littlebit more about content production. I think that this is extremely relevantto my role here as we fish. So I kind of wanted to know in a demand genstrategy. Why is prioritizing content production so important? Yeah,absolutely. I think it's been said forever that content is king and that'sno different today. If anything, content is more important today than itever has been differentiating yourself, especially for us. Right at chile piperwere in the smart tech space where there are 8000 other vendors. So thereare a lot of other competitors or even adjacent platforms that are trying toget in front of the same buyer, the same persona. And the way that youstand out and differentiate yourself amongst the crowd is through content.Right? And its content, that's actually...

...a value add to that user. At the end ofthe day, you should be here as a brand providing content. That's going to helpthese users in their day to day sell on the back end, right? That way, theyknow who you are and they'll come, they'll follow your brand, they'llfollow your story, they'll become invested in your company and thenwhenever they are ready to buy, they already know who you are. So it's amuch easier process, right? But its content is king above all. And I thinkthat that's going to continue to stand out over the next couple of years. Yeah,I love that. And I love the idea of kind of making yourself to go to inthat specific area, you know, and it's like they're they'll come to youessentially because you are making yourself to go to you are buildingthose relationships. Exactly. And it's even this like new trend that we seewhere you know, hubspot require acquired the hustle and outreach withsales hacker, it's happening over and over again where B two B sas companiesare realizing that a media company is almost the way to go. You need to thinkof your marketing team of course as a marketing team. You need to be doingall the marketing office, the reporting,...

...the analytics, all the things that comewith it. But you also need to really prioritize thinking and acting almostas if you are an internal media company for your brand. That's good stuff. Whatdo you think? Something is something that B two B marketers in this spacetend to get wrong? Oh, that's a tough one. My most recent soapbox. If we wantto dive in, I love it is around attribution, right? So I feel like Iget, you know, a lot of D. M. S. I have a lot of friends that a network withthat are also in a similar demand gen seat within their respectiveorganizations. And almost always it comes up. It's like, what is yourattribution model? How are you tracking success and by no means am I saying youdon't need an attribution model because like use what you've got leverage, whatyou can, but it shouldn't be the end all be all source of truth. Especiallymyself. I am deep in the weeds of all of the programs that I'm running andexecuting and I get a much more accurate pulse and a read on if they'reworking or failing based on being in...

...those platforms and looking through thenumbers, looking through the data, reading comments on linkedin. Like Youneed to dig through the weeds a little bit to get some of that qualitativefeedback and not rely 100 on what your salesforce crm is telling you. Yeah.Yeah, that's that's so accurate. I completely great. Do you have anyexamples specifically of what that might look like? That attribution modeland you know, dive a little bit more into why, why specifically you wouldn'twant to use that? Yeah. So like, don't get me wrong, we have reports and salesfor us. We are using a light attribution model. Last touch withinhubspot. It is what it is. But at the end of the day when we run a newprogram, let's say that we're running an ad campaign, a new ad campaign to alink to an audience. Um, that's advertising like a new video orsomething for part of our product. What's not going to show up inSalesforce is all of the comments, likes, feedback that's happening onthat post, Right. So we just had some one recently that took off and had tonsof success and we could tell it had tons of success because the people thatare liking and engaging with it have...

...titles at the exact companies that wewant to get in front of and we want them to know our brand. None of that isshowing up in a Salesforce report though. It's all in the program thatyou're, you know, that you're actually executing at that point in time. I'msure it would be different. There are tons of scenarios where things likethat could happen. But those aren't things that, you know, you're bored oryour c suite are actually going to be able to see in Salesforce. Those arethings that you're going to know because you're on the front linesexecuting these programs. Yeah. So for those who are listening and they'rethinking of starting their own demands and playbook in their organization,where do you suggest they start? What is step number one? So asking for ademand gen, playbook is hard because I think that every organization is so, sodifferent. But for me, whenever I join a new company, of course, my very firstthing is to dig through whatever existing data points we do have so thatwe can get a general direction of if a specific channel is working, what'sthat messaging look like, what our target personas, etcetera. Once youhave that initial foundation of who you...

...should be going after, roughly what youthink you should be saying to them and on what channel you should be saying iton after that. For me, it's like building A prioritized framework, so capture thedemand that's already in the space. So look to channels where people areshowing active buying intent, um, those things most often end in Google, Ads G2,right, there could be a few others depending on what industry or whatniche you're going after. But that's largely those things need to be infoundation and you know, like for now, while we have cookie trackingretargeting, right, if people are coming to your website and aren'tconverting, you know that they're not a customer, haven't requested a demo orsign up for free, etcetera, you should be getting retargeting ads out in frontof them so that they continue to think about your brand and understand yourvalue prop secondly then you can move on to more prospect testing, right? Sogoing a little bit more broad scale for people who maybe don't know who you areyet, but that should come secondary. Um, and that should be in that motionaround creating demand. Yeah, so it's,...

...it's pretty important to, you know,start with that playbook and I think you mentioned this Arlington previouslybut kind of start with that playbook and then from there kind of innovateadapt and learn from kind of how that's working for you. Exactly. It's a gameof innovation. It's never like there is not a demanding playbook out therewhere you like set it and forget it. That's just not the game we're in. Andespecially because like for us right now, our primary persona are peoplethat look and think much like myself, dimension marketers and those are thepeople that are in their own day to day, always innovating and optimizing andtrying new things and testing new things. So it's even harder to standout. And so were, you know, in this game of constant innovation. Absolutely.Yeah. So talking to somebody who is, let's say a new market, our brand newmarketer in the space, really interested in demand, gen what advicewould you share with them to somebody who's kind of looking to transform intothat more of a demand general from just basic marketing. Yeah, absolutely. So Ithink for me personally I can talk real...

...quickly to like my own careerprogression. I started out in digital marketing, but honestly at the time hadlittle to no idea what that actually meant. Um I just happened to be, youknow, one of the newest marketing members at the time, it was for ahealthcare company and they thought, okay here just take digital, we don'treally know what that is, but we know we're supposed to be doing it, so digin and learn. And quite honestly I have a degree in marketing and I can sayvery clearly that I did not learn anything in college that I actually doon a day to day basis from a work perspective. So for me it's likelearning on the spot. So if you're trying to get your feet wet into demandjin or even into digital marketing so that you can kind of bridge that gapinto a demand general, you know, start something on the side on your own, rollyour sleeves up, see if you could, you know, or even if you have a friendthat's like launched a book or something, see if you can dig in andhelp them start promoting that, get an understanding of who's going to readthat book? Where do they hang out? What spaces are they living in? What wordsresonate with them And what words...

...absolutely don't like? That's the bestway. And for me, it's always been like trial by error and learning by actuallydoing mm That's good advice. Yeah. Some other advice I heard was to kind ofstart your own e commerce, which I found really, really interestingbecause it's like you're using your own money and you're not using companymoney. That's kind of like monopoly money. You're using your own money,your own funds to do all of these things yourself. You're completelydoing demanded by yourself with your money. So I thought that was exactly doExactly. And if you find something that's working really well, it's thatmuch more exciting because it's your own funds, but at the same time, if youfind something that is an absolute money pit, you're gonna feel it muchdeeper than if you were playing with this corporate monopoly money from yourcompany. Oh my gosh, Yeah, I completely agree. Well, that's awesome, Kayleigh,thank you so much. This has been so, so insightful. And where can people findyou online if they're interested in learning or hearing more from you? Yeah,absolutely, I'm most active on linkedin, Caylee Edmondson. Um actually, piper,feel free to come, follow me there,...

Thank you again so much for joining me,carol beauty growth. Absolutely, thank you for having me for the longest time. I was askingpeople to leave a review of GDP growth in apple podcasts, but I realized thatwas kind of stupid because leaving a review is way harder than just leavinga simple rating. So I'm changing my tune a bit instead of asking you toleave a review, I'm just gonna ask you to go to beauty growth in applepodcasts, scroll down until you see the ratings and reviews section and justtap the number of stars you want to give us no review necessary. Super easy.And I promise it will help us out a ton. If you want a copy of my book, contentbased networking, just shoot me a text after you leave the rating and I'llsend on your way, Text me at four 074 and I know 3, 3 - eight.

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