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

Episode 2031 · 5 months ago

Organic vs. Paid: Which Is Better for Your Demand Gen Strategy?

ABOUT THIS EPISODE

In this episode, Lesley Crews talks with Breezy Beaumont, head of growth at Correlated.

The two discuss:

  • Paid vs organic advertising
  • Product-led growth
  • Demand gen vs. generating demand
  • How ABM and demand gen work in tandem

Yeah. All right, welcome back to BBB Growth.My name is Leslie Cruise with sweet fish media. If you're new here, welcome.We are currently approaching the end of our deep dive into demand generation. Ican't believe april has flown by so fast. Um for the past month we've beenspecifically focusing on the topic of demand generation and kind of goingback to the basics, you know, how do we define demand generation? What istrending in this industry and further, where is it headed in the future? Sohad a lot of really great conversations lately and today I am very excited tointroduce breezy Beaumont head of growth over at correlated breezy.Thanks so much for coming onto the show. Awesome. Thanks for having me Leslie.Absolutely. So let's just dive. Right in the first question I love to askduring the steve dive because everyone has a completely different answer ishow do you, in your own words define demand generation? Yeah, I think overthe years the definition of demand generation has shifted from what Ithink it was originally intended. So if we, if we sort of break down the twowords demand generation, really the goal should be generating a demand foryour product in a market. Um, and I think that demand gen instead has sortof become this idea that it's a team who will generate leads for you and,and it becomes this large numbers game when really at the end of the day, weshould be focusing on generating that demand. Absolutely. And when I think ofdemand in personally, I always think of, okay, so demand gen you're drivingdemand, It's pretty obvious, right? But, you know, in this situation you'resaying that's not always the case. Can you dive a little more on, you know,demand jin versus actually generating the demand. How did these two kind ofdiffer? Yeah, so I think sometimes we get so stuck in all of these numbersthat companies focus a lot of their efforts on things like paid strategieswhere were easily able to see, okay, how many impressions and clicks andclick throughs and conversions and how...

...did that move through our pipeline? Andwe love it because we can see all the data and I'm here for that. Right? It'sawesome when we can see the data and we're seeing what converts. But at thesame time if we're just focusing on those parts where we can measure, we'remissing out on so many of the other parts that really generate a demand foryour product, things like building a community and getting out on socialplatforms and talking with people or interacting with your customers orprospects. Even if you're on the marketing team, you should absolutelybe doing those things. So I think if we Just think about the numbers behindeverything, we miss those other opportunities to generate a largerdemand. 100%. Yeah, that's good. And I know a big struggle and a lot oforganizations especially here lately as this is kind of a trending thing isdeciding in a way between A. B. M. Strategies or traditional demandgeneration. And how do you think that organizations should really bebalancing the two? And is it possible for these two to work in tandem or arethey two completely separate identities? Yeah. It is such a trend that everyoneloves A B. M. Um and and no offense to my friends in the market or who arethose A B. M. Marketers? It's not that I don't think A B. M. Is important oreffective. In fact it is highly effective. But the problem is that somany companies are trying to implement an A B. M. Strategy when it's reallynot a fit for them. So, first of all, unless you have, if you're if you canonly go after, you know, 100 insurance companies and that's it, no one elsecould possibly use your product then. Okay, fine. That's that's maybe a placewhere, you know, a B. M is going to be a good strategy for you. Also foranyone listening who maybe doesn't know a BM yet account based marketing. Soit's that 121 or one if you want to many approach to marketing, um twodifferent accounts. But so if that's...

...the case and you can only go after thesmall subset of accounts, it makes sense. Otherwise, people should mostdefinitely be either implementing a hybrid model of demand generation and aB. M, or just simply demand generation. And so what I kind of picture that asis for most companies, it's gonna be that hybrid. So you're gonna do yourgeneral demand generation that's going to be across all accounts and sort oftalking about the value and the benefits. And then on top of that, Isee A B M is basically this layer on top of demand generation, where thenyou're getting really more specific about how you can help companies in acertain industry or with a certain use case or at a certain company or even asubset of a company. Maybe it's just 11 silo department within a company. Andso it's just getting more specific with your demand generation strategy. Butfor companies who are strictly moving to this a B. M. Model when maybethey're a startup and they're not exactly sure who their true targetmarket even is yet. It's definitely concerning from, from my point of view.Perfect. And how do you measure success in a demand gen strategy? Yes. I thinkthere's a number of ways you can be measuring this and that's across bothyour paid and organic strategy. So, you know, if you're thinking of focusing onmaybe running a podcast or putting organic posts out on social platformslike linkedin or or getting into conversations on cora you can takedifferent metrics from each of those platforms, you know, the number ofstreams or the number of likes or comments on a post. Um and alsofollowing up with those folks who do interact with you if, if you know themon a on a person basis and then asking them, you know, is this something thatyou're interested in? Can we help you or or can we at least get feedback onour product and then, you know, taking...

...that type of data and getting it intoyour Crm as well so that you can be tracking some parts of this process. Ofcourse on the paid side, I think, you know, there's all the different metricsof impressions and clicks and click throughs and all those pieces, butreally across either a page strategy or an organic strategy or a hybrid of thetwo at the end of the day, what we should really be looking for is revenue.So what is the impact on our revenue? And are we seeing that go up? And Ithink a great example of that is when companies do guerilla marketing tactics,like they put their sticker on two bottles of beer at a conference or theygone ran a Super Bowl commercial. There's no, it's not going to be aperfect match of how you're going to see the impact of these, but there willbe downstream impacts of it. And, and being able to look at, you know, numberof demo requests following that activity or even if you can see revenuea little bit more quickly looking at the revenue impacts of those events.Yeah. And I think it's really interesting because a lot of people,someone that I talked to today was, you know, completely was talking about howorganic is the only thing now, like we don't touch on paid media anymore andno one really utilizes paid media. And I kind of think that's that's a mistakebecause it's like, I mean if you could do paid media and organic, there's noharm in that, right. You're doing both. You're kind of getting that crossposting. Their, what I think so interesting about organic is it isdifficult to measure, you know, it is difficult because it's like word ofmouth marketing. I mean obviously on linkedin, like our company for example,we've been, our producer team has all been on linkedin lately, not because wehave to be just because we all want to be, we all want to be talking aboutwhat we're doing, what we're learning in our roles and you know, we'reconnecting with a bunch of people, whether it's from our customersspecifically and their team or beyond and it's getting a lot of reach, butthose kind of things are hard to measure. So I think like you said,focusing on that revenue is really important. Yeah, absolutely. I meanthere are some, there's you know,...

...shield app and some other ways that youcan get some of those metrics around those activities. Um but at the sametime, exactly, you're 100 spot on right. It is really difficult to measure theimpact and the downstream impact of those types of activities. Um, and sothat's kind of where it comes in words crucial to have that buy in at the top,you know, from your executive level team that understands how this type ofmarketing works, that not everything will measure what we can, but what wecan't is still important. And, and we'll try to show as best we can thatthose other efforts are working things like word of mouth and referrals. Weall know that that's the most likely to convert in your pipeline is anyone whocame in from, from a referral or from word of mouth. But at the same timeit's really hard to track those things. Um, so having that buy in from theexecutive team who understands that those activities are still reallyimportant is unfortunately one of the, the big parts of being successful there.Hey, everybody Logan with sweet fish here. If you've been listening to theshow for a while, you know, we're big proponents of putting out originalorganic content on linked in. But one thing that's always been a struggle fora team like ours is to easily track the reach of that linked in content. That'swhy I was really excited when I heard about Shield the other day from aconnection on, you guessed it linked in since our team started using Shield.I've loved how it's led us easily track and analyze the performance ofArlington content without having to manually log it ourselves. Itautomatically creates reports and generate some dashboards that areincredibly useful to see things like what contents been performing the bestand what days of the week are we getting the most engagement and ouraverage views per post. I highly suggest you guys check out this tool ifyou're putting out content on linked in and if you're not, you should be, it'sbeen a game changer for us. If you go...

...to shield app dot Ai and check out the10 day free trial, you can even use our promo code B two B growth to get a 25%discount. Again, that's shield app dot Ai and that promo code is B the numberto the growth. All one word. All right, let's get back to the show. Let's shiftgears a little bit and talk about product led growth. Um, you and I kindof discuss this off the record previously, but I'm really interestedin learning more about product led growth and kind of what it is and wheredoes demand gen fit in. So what does demand gen look like in a more productlead organization? Yeah. So that correlated. What we do is we helpproduct led growth or other SAAS companies get product data into thehands of their sales and customer success teams. And so what that lookslike is understanding, you know, when are people ready for Upsell orexpansion or what accounts look like they might turn and so by looking atthese different parts of the data where we're able to help these product ledgrowth companies um be more successful. So product led growth is sort of a newreturn that I don't think a lot of people are super familiar with quiteyet, but we use these products on a daily basis. These products led growthcompanies products, so things like zoom and Callen Dllee and Dropbox andexpense if I um All household names at this point, especially with thepandemic. Got everyone playing scrabble with their grandmothers on zoom. Um Butdemand jin at a product like growth company is definitely different becausethese companies have a a self service model, people are able to get theirhands on the product very quickly and very early, so you still have a lot ofthe same pieces of the demand gen...

...strategy um for for really any anyother software product company. But at the same time there is an increase inthese roles around um customer success and growth um at the product led growthcompanies. So what that looks like is since the demand gen team is gettingpeople inside of the product, one of the crucial pieces is Vier al Itty andnetwork effects, right? So when you put something into a dropbox and you wantto share it with your friend, you send it over and they need to create adropbox account to be able to accept it. So that's that idea of network effectsin virology. And so that's kind of where it's like demanding on steroids.Is this this new growth idea that's that's inside of these P. L. G.Companies? Absolutely. So you wouldn't say that in a way that product ledgrowth is creating a demand jin reduction or would you, I do think tosome extent that we will see titles that are more around demand jin goingdown. And I think that's actually just more of a misunderstanding of whatdemand gen is. So I think the misunderstanding is that demand gen isat that first part of the sales funnel, right? So getting those people in L. A.And then we'll just toss it over the fence to sales. Whereas sometimesgrowth titles have a little bit more of an understanding that it's going to bethrough that customer lifecycle. So bringing in the lead. Yes, but alsoconverting them and making sure that they're successful throughout theprocess. So I think simply for the lack of understanding of what the, thedemand gen really is growth, but growth gets to the point a little bit faster.So I think we will see a little bit of a dip in the number of demand generals,but at the same time we'll see an increase in the number of growth rollsover time. And so I think those two...

...will will sort of even each other out.That makes sense. And I think like you mentioned the customer experience roleis so crucial to growth as well because this is something that's evolving likedemand gen is evolving over time and customer experience is such a crucialpart of that. Yeah. Yeah, absolutely. I mean these types of companies that aregiving their product away for free, if if the experience doesn't go well, thenthen you lose the opportunity to have that customer. But on the flip side ofthat, if the experience goes well and I enjoy using zoom with my friends andfamily, then when someone at my company says, hey, you know, we need a videoconferencing software watching we use like, well I'm familiar with zoom,let's adopt it here. And so the downside is there, if the experiencedoesn't go well, but the potential upside is, is exponential. Absolutely.So if a start up or you know, maybe a scale up wants to implement a demand instrategy kind of from scratch, what tools or advice would you share withthem? Maybe to someone who's new marketing or maybe to someone who's,you know, kind of running a business by themselves or with very limited, youknow, staff essentially. Yeah, I talked to a lot of start up to sometimes it'sliterally just the two founders or our early stage companies. And my biggestadvice is always first just make sure you've cleaned up what that processlooks like from when someone comes in as a lead to turning them into acustomer. So if you already have a good list of prospects and you're not ableto convert them into a customer, then first we need to clean up that side ofthe process before we even think about doing demand generation to even furtherbuild up the front side of that bucket. And so first of all, just take a lookat that process. You know, do you have on boarding emails to people,understand how to use your product?...

They know how to get started. Are youable to move people through those types of conversation? And if the answer isyes or or good enough for today, then fine. Let's, let's think about how wecan start to build that demands an engine from scratch. And the way that Ithink is most effective to do this is to find your prospects where they are.So if you know you're going after marketing or sales folks, we know a lotof those types of people are on linkedin. Um, there's also great slackcommunities for pretty much any topic you can think of. So joining some ofthose black communities and seeing how people are talking about the types ofproblems that your product solves and starting to get into thoseconversations. Um, and then maybe if you're, you know, targeting more of anengineering type or others, you might find them on Cora or read it or orother websites like that. So I think first things first is just finding yourprospects where they are and engaging in the way that they want to engage.Yeah, I think that's really important because I think a lot of times peoplewill go straight to linked in and it's like, oh, why aren't these, you know,engineers are these tech people, why aren't they on linked in? And it's like,well that's not, that's not their place, you know, so it's like finding themwhere they are, I think is so crucial. That's really, really great advice.Yeah, absolutely. And it can totally shape your messaging as well. I mean,they're sitting there having candid conversations about the different typesof problems that they're facing. This is like a gold mine of information foryou to be able to sit there and listen and understand what keeps them up atnight. And what are their biggest struggles or what are their investorspressuring them about? Um, what are their initiatives for this quarter? Andif there are ways that your product fits in with with what they're hopingto achieve, then you know, that's the holy Grail. That's what we're hopingfor. Perfect. Well, fantastic breezy. This has been really insightful for mepersonally and I know our listeners as well. Thanks so much for sharing yourknowledge. Where can listeners find you...

...if they're interested in learning morefrom you or correlated? Yeah. So you can find correlated Atget correlateddot com. But you can also just find me on linkedin. I'm always happy to answerquestions and chat with people there. So either works for me. Amazing breezy.Thank you so much again for joining me here on GDP Growth, awesome. ThanksLeslie Talk soon at Sweet Fish. We're on a mission tocreate the most helpful content on the internet for every job function andindustry on the planet for the B two B marketing industry. This show is howwe're executing on that mission. If you know a marketing leader, that would bean awesome guest For this podcast. Shoot me a text message. Don't call mebecause I don't answer unknown numbers, but text me at 4074 and I know 3, 3-8.Just shoot me their name. Maybe a link to their linkedin profile and I'd loveto check them out to see if we can get them on the show. Excite.

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