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#78 Unlocking B2B Success: Demand Generation with Deanna Shimota π
Manage episode 374972528 series 2805921
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ποΈ Dive into the world of B2B marketing with Deanna Shimota, the CEO of GrowthMode Marketing and a true B2B marketing maestro! In this episode of "Jonny Ross Fractional CMO", we're peeling back the layers of demand generation, content marketing, and more.
π What you'll discover:
- The real difference between demand generation and lead generation.
- Common mistakes businesses are making in their marketing strategies.
- How B2B buying behaviors are evolving and how to stay ahead.
- Crafting a winning demand generation strategy.
- Avoiding the pitfalls of 'Random Acts of Marketing'.
π Whether you're a seasoned marketer or just diving into B2B, Deanna's insights are a goldmine. Don't miss out!
Timestamps
Understanding Demand Generation [00:02:30]
Deanna explains the difference between lead generation and demand generation and why demand generation is critical in B2B marketing.
Adapting to Changing B2B Buying Behaviors [00:05:55]
Deanna discusses how B2B buyers are completing up to 80% of their purchase decision through digital avenues before engaging with a sales rep.
Building a Demand Generation Engine [00:08:39]
Deanna talks about the three pillars of building a demand generation engine and where businesses need to be featured or named to be considered by buyers.
The strategy for identifying ideal customer profile [00:08:49]
Identifying the best fit companies to target, having a unique point of view, and developing a content marketing and demand gen strategy.
The importance of understanding ideal customer profile [00:10:05]
Understanding when and how and where the ideal customers consume information.
The three pillars of a demand generation engine [00:11:07]
Creating content for every stage of the funnel, building a robust website, utilizing managed channels, and tapping into third-party channels for credibility and reach.
Timestamp 1 [00:18:11]
"Channels for B2B marketing"
Discussion on the effectiveness of different channels for B2B marketing, including LinkedIn, Google Ads, Facebook, and Instagram.
Timestamp 2 [00:19:54]
"The issue with digital advertising"
Exploration of the limitations and challenges of relying solely on digital advertising for lead generation, including low conversion rates and slow sales cycles.
Timestamp 3 [00:24:23]
"Example of a brand doing demand generation well"
Mention of Lavender, a technology company in the sales space, as an example of a brand successfully building brand awareness and utilizing third-party channels like LinkedIn for demand generation.
Lead Generation and Demand Generation [00:27:02]
The speaker discusses the transition from lead generation to demand generation and the importance of running both programs simultaneously.
Different Approaches in Demand Generation [00:28:07]
The speaker explains how demand generation requires a different mindset and tactics compared to lead generation.
Building a Demand Generation Engine [00:29:49]
The speaker emphasizes the importance of focusing on long-term growth and building a demand generation engine to attract future prospects.
Guest Links:
π [GrowthMode Marketing](http://www.growthmodemarketing.com/)
π [The Demand Gen Fix Podcast](https://podcasts.apple.com/us/podcast...)
Tune in now!
π§ [Audio on your favourite podcast platform](https://podcast.jonnyross.com/listen)
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