Demand Gen Made Simple

In Episode 55 of Demand Gen Made Simple, we dive deep into the world of marketing attribution with our special guest, Drew Smith, CEO of Attributa. If you've ever struggled with accurately attributing conversions or improving your marketing reporting, data, and analysis, this episode is a must-listen.

Join us as we explore the common challenges faced by marketers when it comes to attribution. Drew shares his expertise and provides valuable recommendations for effectively attributing conversions in multi-channel marketing efforts. Discover why the choice of attribution model or tool depends on the specific project and how marketers can identify the right approach for their needs.

During our conversation, we delve into the concept of attribution from Drew's unique perspective. He sheds light on the essential aspects of attribution that demand generation marketers often overlook and explains why it's crucial to understand these key points.

Additionally, we explore the future of attribution in the marketing industry and the emerging trends and technologies that are shaping its landscape. Drew provides insights into the exciting advancements that DG marketers should be aware of to stay ahead of the curve.

In this podcast episode, I talk about whether lead lifecycle stages still matter on a demand gen model and areas of measurement between each stage. As well as how important SLAs have on your funnel velocity.

 Your questions, answered. Andres Glusman joins Janelle Amos to discuss the place experimentation has in the B2B marketing space. We cover topics like: 

• Is there such a thing as testing too much? 

• Do you need tech and tools to run experiments? 

• Is the juice worth the squeeze? 

• Leveraging experimentation vs abusing experimentation 

• Assess risk and concluding impact

What's the best way to set and obtain OKRs from leadership? In this episode, Janelle deep dives into OKR best practices and structuring OKRs for a marketing team. 

You'll hear that "marketers should always be experimenting." But is now the right time for experiments when budgets are being reduced, teams are being asked to do more with less, and more and more companies and leaders are turning to attribution to "measure what's working." In this episode, I share how to include testing in your marketing strategy as well as advocating for buy-in.

Modernizing marketing requires a change in reporting. More than just switching marketing's measurement to revenue -- you must also effectively communicate and align with the internal team as well. In this podcast episode we talk about how to communicate the "why" in a change in strategy, "what" to expect out of it, and "how" the KPIs are going to change.

In this episode, Janelle shares with Metadata.io's Demand community the 3-step framework to reverse-engineer a demand gen plan to align the plan with the company's business objectives. Watch the full episode on Metadata.io's YouTube channel here: https://www.youtube.com/watch?v=9YBz-3k-jzg

“People say talk to your customers… but no one shows you how”. In today’s conversation, I'm joined by Ryan Gibson, Founder of Content Lift, who talks about the importance of customer research and tactical tips for B2B marketers.

In today's episode we go back to the basics on the 2 components that make demand gen successful. The industry will tell you demand gen is complex, confusing, unmeasurable. My goal for this podcast is to shatter those opinions and provide you with fundamental tactics to be successful. In this episode I disclose the 2 most important components for your demand gen strategy to succeed.

You could have the most seamless marketing journey and get the prospect to become a fan who *wants* to do business with you… only to have their enthusiasm crushed after a long, drawn-out sales process. And while a lot of companies are content running this model because the outdated sales process is proven, I think it’s a huge risk for demand gen marketers. Tune in to learn why. 

Budgets are being scrutinized, you're being asked to do more with less, you're wanting to still do demand generation activities but pressured to drive immediate demand conversions... what should you do? In today's episode, I break down the top 2 things you should be doing right now to drive immediate impact *and* get some qualified high-intent conversions.  

You finally switched to demand gen, GREAT! Except... you're not seeing the success you expected. In this episode, I pull back the layers on what creating a demand gen strategy looks like. We cover the fundamentals to help you identify the missing component to yours. 

Latané Conant, Chief Market Officer, 6sense, shares best advice for marketers on using 6sense, ways to drive marketing/sales alignment, and how to use AI to advance plays. 

How should you measure demand gen using HubSpot? What are the go-to reports you should be using? How to set up HubSpot to support a demand gen model? Kasey Bayne joined Janelle Amos to discuss the best way to report demand gen leveraging the marketing automation tool, HubSpot. 

Andrew discusses how he transformed Webex Events by Cisco's paid social advertising strategy from lead gen to demand gen. He talks buy-in, budget testing, creative testing, as well as results, and ways you can do it too. 

Katy provides fractional CMO and CRO services to growth-focused organizations so she is well-versed in building a marketing plan from scratch. She provided a step-by-step framework that marketing leaders can follow to build a functional, well-oiled marketing engine, as well as shared ways to forecast marketing. 

Knowing 'what' demand generation is and actually 'doing' demand generation are two different things. Companies can hire a demand gen team to execute campaigns and still not see any real traction. Why is that? It comes down to the company's core foundation on orchestrating demand gen. It's the lack of enabling demand gen from more than just within marketing. In this episode I talk more about those gaps and identify ways you can better enable your demand gen teams to thrive. 

In this power episode, Marissa Homère outlines what smart marketing leaders should be doing right now during these hard months as we battle a recession. She talks about establishing executive credibility, building a sustainable marketing engine, accounting for budget cuts, and identifying how to know if a company "gets" marketing or not. 

As a demand gen marketer, you likely know how hard it is to report and advocate for demand gen initiatives and budget. In this episode, Ellen Schwartze, Sr. Director of Digital Demand Generation at Knotch, joins Janelle on why reporting demand gen is so hard, the best way to showcase demand gen results to executives, and, how to articulate the impact of your demand gen work. 

In this episode, I break down the difference between a good chatbot experience and a poor one. In today's B2B demand gen world, chatbots are often used a best practice "check the box" tactic, when they should be thought of an additional tactic to engage with the audience. Chatbots were built to be so much more, but companies don't give them the time of day. Why is that? I break all this down, and more. 

In this episode, Janelle talks with Linda Melone on what demand gen is, how it helps B2B companies, and the relationship demand gen has with copywriting. 

In this episode I shatter the misconception that you must do lead gen in order for your demand gen efforts to be successful. I explain that the differences are in the fundamentals and showcase an example between Apple iPhones vs Dyson vacuum cleaners. 

Do you have a successful go-to-market plan? Before you jump to say "yes", in this episode we dive into the difference between a tactical and strategical approach. The lack of having a strategic component is where most GTM plans fail which leaves their teams confused, misaligned, or worse... irrelevant.

This episode is a recording of my speaking session at Metadata.io's DEMAND 2022 that unveils survey results disclosing 5 gaps GTM leaders are facing today that prohibit a successful GTM deployment.

Listen to it on Metadata.io's site: https://metadata.io/resources/demand/build-a-successful-gtm-plan/ 

By popular request, I broke down 13 mistakes to avoid when migrating from a lead gen to demand gen motion. What are things you should do first? How should you approach the board of directors will this change? When to seek internal alignment? How to crawl, walk, run to a demand gen motion. All of this and more is covered in today's episode. 

In addition to creating an amazing strategy and having a deep understanding of your audience, demand gen marketers must also do 2 things to see success. In this episode, I dive into the key depts that you must befriend as well as the best way to structure your campaign brief for kick-off and alignment. 

There is no way to recession-proof anything. And allegedly, we haven't even seen the worst of the recession yet. But, there are 5 things CMOs and marketing leaders could be doing right now to brace for impact. In this episode, I provide 5 strategies for CMOs to survive the recession. 

All startups want to be market disruptive. But how do you approach marketing differently for startups who are truly disruptive than marketing for a well-established corporation? In this episode, I break down what I think startups should focus on in the beginning stages of their marketing strategy with a disruptive product. I also talk about things to take into consideration -- hint: search terms won't exist if you're creating a new category... and that's OK! 

In this episode, I talk about when the right time to hire marketing is and why marketing should be hired prior to building out your sales team and the growth implications of not investing properly in marketing. 

When building a demand gen plan, how do you know which channels to use and how much to spend? This episode deep dives into how to identify gaps in your marketing and ways to strategically fill them. For startups, having a bias to action is critical. This episode helps you discover what to prioritize in your demand gen plan. 

Use this framework when building our your demand gen plan. From how to get started understanding business metrics, to how to incorporate that in a demand plan, to breaking down a channel strategy, this episode covers it all. It also gives insight into how I approach building a demand gen plan for my clients. 

In this episode, I share my personal favorite go-tos for creating your first 6sense campaigns as well as how to measure success and ways to think about integrating 6sense cross-channels. These are exclusive insights for my clients as a thank you for being a podcast listener. 

Is email marketing dead or B2B marketers just don't know the best way to leverage it? Here are 5 do’s and don’ts of email marketing that I think B2B marketers need to consider in order to maximize their email marketing efforts. 

Is a podcast an important component to a demand gen strategy? Why are modern B2B companies starting their own podcasts? Do podcasts actually drive ROI? Kap Chatfield, CEO of Rveal Media, answers all of these questions and more in today's episode. 

This jam-packed session with Blake Strozyk, Sr. Demand Gen Manager at Transfix, covers paid media from the tippity top of the definition, the best channels for B2B SaaS startups, and of course tactical recommendations for getting started or auditing your existing efforts. If you're doing any kind of paid media in B2B SaaS, this is an episode you certainly won't want to miss! 

So you want to be in demand gen... here's what you need to know. In the midst of the upcoming recession, here are 4 things I recommend to anyone who is wanting to land a role in demand gen, or looking for job security in a current demand gen role. 

When deploying a demand gen strategy, how do you know if it's working or not? Are there micro KPIs you should monitor throughout the journey? In this episode, I dive into all that and more so that you can have confidence in your demand gen framework. 

If you're in marketing, you've probably created a buyer persona at least once in your lifetime. In this episode, Janelle Amos joined ChatFunnels during their RevTech 2022 Summit to discuss what the modern B2B persona is, how it's different than the traditional marketing persona, and 3 key recommendations for marketing to the modern B2B persona. 

Switching from a lead gen model to a demand gen one takes some foundational work. From systems, to processes, to content direction, there are a few things you can and should be doing prior to launching your demand gen framework. In this episode, we explore 4 foundational recommendations you can easily implement today as you embark on your journey to demand gen. 

Jesus McDonald interviews Janelle Amos to discuss why demand gen only works when sales is also modernized, how long free trials should be, why you should not send gift cards in exchange for demos, ways to challenge the status quo, and more. 

A solid H2 strategy can help you make or break quarterly goals as well as fuel momentum for 2023 pipeline. For many companies, this is the purchasing and planning seasons in order to kick start 2023 strong. But an H2 strategy is nothing without H1 learnings. In this episode, I dive into 5 things you need to do in order to dissect your H1 learnings to build off of key findings. 

Marketing and Sales don't always have to have a love-hate relationship. In this episode, Tony de Leon, Sr. Manager at Reprise, breaks down why BDRs must partner with demand gen -- uncovering some of the challenges he's facing today with marketing-generated leads and the biggest gap in sales when it comes to demand gen. The best partnership is when both teams work together. In this episode, we talk about why that's important and how to do it. 

Jon challenged the status quo by releasing an article questioning if the Salesforce Marketing Qualified Lead is dead. With media agencies calling him, I had the opportunity to interview him for his perspective on releasing such a conversation-starting article. In this episode, we deep dive into what that article is about, which Salesforce model is better for your company -- lead-based  or a contacts/accounts/opportunity, and how Jon and his team at B2B Fusion uses their proprietary framework, the "Unified Funnel," to enable companies across either model. 

Too many companies are hiring demand gen to try and fix their revenue problems when the real problem lies with items that are out of demand gen's control. In this episode, we'll uncover what those dysfunctions are, why it happens, and how to enable your demand gen teams and agencies to help you hit those revenue targets. 

Most marketing leaders need to rethink their marketing plan. The unintentional decision to only execute micro campaigns without developing a larger go-to-market strategy results in making their marketing team irrelevant. Stop making this mistake. Start justifying marketing's importance.