Chris Nowinski is a former football player at Harvard University and professional wrestler with WWE, World Wrestling Entertainment. After enduring a career-ending head injury, Chris has dedicated his professional life to serving patients and families affected by brain trauma, particularly Chronic traumatic encephalopathy, or CTE, a progressive neurodegenerative disease that develops after repeated head injuries. Jay and Chris discuss the state of head injuries in American athletics, the difference between advocating for head safety at youth and professional levels, Chris’ newest research, and much more. Episode Chapters (00:00) Intro (00:50) changes in the culture around concussions in the past two decades (02:39) padded helmet technology (03:55) concussion reporting in the NFL (10:35) Chris’ career path and concussion history (14:52) connecting with activists who haven’t themselves suffered a traumatic brain injury (17:42) SHAAKE - a new sign to identify concussions (20:53) Unions can help players advocate for safety policies (23:10) final thoughts and goodbye For video episodes, watch on www.youtube.com/@therudermanfamilyfoundation Stay in touch: X: @JayRuderman | @RudermanFdn LinkedIn: Jay Ruderman | Ruderman Family Foundation Instagram: All About Change Podcast | Ruderman Family Foundation To learn more about the podcast, visit https://allaboutchangepodcast.com/…
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Blending into the sea of sameness: Your differentiators are not different
Manage episode 376361377 series 3436834
Inhoud geleverd door GrowthMode Marketing. Alle podcastinhoud, inclusief afleveringen, afbeeldingen en podcastbeschrijvingen, wordt rechtstreeks geüpload en geleverd door GrowthMode Marketing of hun podcastplatformpartner. Als u denkt dat iemand uw auteursrechtelijk beschermde werk zonder uw toestemming gebruikt, kunt u het hier beschreven proces https://nl.player.fm/legal volgen.
Are your differentiators truly your differentiators? Or are you touting strengths that are really just tables stakes?
Listen to this episode of the podcast to hear what strategies can help set your company apart in an increasingly crowded marketplace. With more than 21,000 HR technology vendors, for example, the competition for a share of HR tech budget from prospects is formidable. This is the case across many tech industries.
Hear our discussion now about how to pop out of the sea of sameness and capture more awareness, trust and credibility with buyers.
[00:04] Introduction
[00:51] Weak differentiators in the HR tech industry
[02:09] Strengths that aren't real differentiators
[07:21] Problems with weak differentiators
[10:35] How to determine if your differentiators are weak
[11:28] Collect statements from competitors' websites
[12:29] Pressure test at industry trade shows
[16:21] Defining a unique point of view to stand out in the crowd
[20:08] Outro
The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com.
73 afleveringen
DelenManage episode 376361377 series 3436834
Inhoud geleverd door GrowthMode Marketing. Alle podcastinhoud, inclusief afleveringen, afbeeldingen en podcastbeschrijvingen, wordt rechtstreeks geüpload en geleverd door GrowthMode Marketing of hun podcastplatformpartner. Als u denkt dat iemand uw auteursrechtelijk beschermde werk zonder uw toestemming gebruikt, kunt u het hier beschreven proces https://nl.player.fm/legal volgen.
Are your differentiators truly your differentiators? Or are you touting strengths that are really just tables stakes?
Listen to this episode of the podcast to hear what strategies can help set your company apart in an increasingly crowded marketplace. With more than 21,000 HR technology vendors, for example, the competition for a share of HR tech budget from prospects is formidable. This is the case across many tech industries.
Hear our discussion now about how to pop out of the sea of sameness and capture more awareness, trust and credibility with buyers.
[00:04] Introduction
[00:51] Weak differentiators in the HR tech industry
[02:09] Strengths that aren't real differentiators
[07:21] Problems with weak differentiators
[10:35] How to determine if your differentiators are weak
[11:28] Collect statements from competitors' websites
[12:29] Pressure test at industry trade shows
[16:21] Defining a unique point of view to stand out in the crowd
[20:08] Outro
The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com.
73 afleveringen
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Delve into the critical relationship between human oversight and AI to create more efficiencies within marketing. This episode explores practical steps and personal experiences from the Growth Mode Marketing team on leveraging AI without sidelining human creativity and expertise. From ensuring ethical data practices to refining AI-derived content, this discussion underscores the importance of a balanced approach to fully harness AI's potential while safeguarding brand integrity and customer trust in your marketing programs. (00:00:35) AI's role in marketing (00:02:45) Benefits of human and AI collaboration (00:05:24) Enhancing creativity with AI tools (00:10:15) The necessity of detailed prompts (00:15:40) Continuous learning and team training (00:18:12) Ensuring human oversight and quality control (00:22:32) Maintaining data privacy and ethical standards (00:26:55) Avoiding bias in AI-driven decision-making (00:30:20) Transparency in the use of AI (00:34:00) Balancing automation and human judgment (00:36:45) Final takeaways on integrating AI in marketing workflows The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…
As AI technology evolves, its role in B2B marketing becomes increasingly impactful, yet understanding how to use it effectively can be a challenge. In this episode, we continue to take a deep dive into our team’s journey with AI, sharing insights on the real-world applications and hurdles encountered along the way. From streamlining tedious tasks to refining SEO, we discuss what’s working well and areas where AI still falls short to support marketing efforts. (00:01:25) The learning curve of AI tools (00:02:45) Experimenting with prompt refinement (00:06:03) Using AI for customer research (00:07:49) Enhancing buyer persona insights (00:10:08) SEO optimization with AI (00:12:07) Automating repetitive tasks (00:13:26) Challenges with image generation (00:17:04) Limitations in website reviews (00:18:43) Struggles with financial data extraction (00:20:04) Fact-checking AI-generated statistics (00:22:00) Privacy concerns with sensitive data (00:24:28) Building contact lists and data limitations (00:26:07) Effective prompting techniques (00:28:00) Understanding AI’s “hallucinations” (00:31:43) Using AI to complement human work, not replace it The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…
AI is rapidly transforming marketing by automating tasks, enhancing creativity, and optimizing workflows. It’s no longer just for tech companies—as B2B marketers, we all can now easily integrate AI into our strategies to drive efficiency and innovation. Many marketers are still in the experimental phase, so in this episode, we discuss what we’ve been experimenting with when it comes to AI here at GrowthMode Marketing, what’s working for us, and what’s not. (00:00:20) The potential of AI to transform marketing strategies (00:02:21) Experimenting with ChatGPT (00:03:16) Brainstorming ideas with AI (00:05:38) Providing detailed information to AI for better output (00:07:42) Creating content outlines with AI (00:10:00) Using transcripts to create social media posts (00:14:41) Cleaning up transcripts (00:15:59) Identifying areas in video podcasts that require editing (00:16:06) Proofreading and receiving detailed recommendations for writing improvements (00:17:39) Summarizing meeting notes and extracting insights (00:19:03) Identifying key points of reports and articles (00:19:22) Formatting data into tables, lists and notes (00:23:12) Identifying inefficient tasks that AI can help simplify The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…
Unlock the power of AI and how it can help marketers by embracing a mindset of continuous learning and experimentation. From understanding the basics of AI-driven platforms like ChatGPT to practical tips on how to incorporate these technologies into your marketing workflow, this session explores how to start leveraging AI effectively. Tune in to learn how to navigate the overwhelming amount of information, avoid common mistakes, and harness AI’s potential to streamline your marketing processes and enhance creativity. (00:00:45) Understanding the fundamentals of AI (00:01:30) Humans plus AI – working together (00:02:40) AI education and policy adoption among organizations (00:04:42) An overwhelming amount of AI information and resources to sort through (00:06:46) Recommended resources for learning about AI in marketing (00:14:17) Resources for learning about AI for HR tech (00:14:46) Keeping up with fast-paced changes and advancements in AI tools and technologies (00:19:03) Experimenting with AI tools (00:20:48) Crafting effective prompts to optimize AI output (00:21:32) Be mindful of protecting sensitive data (00:22:54) Exploration of features in AI tools and ideas for experimenting (00:28:50) Starting your AI journey The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…
It has been a challenging couple of years for many companies in the HR tech space – as many have struggled to hit revenue targets. There have been less buyers in the market. And those that are looking to make a purchase often take longer to decide. Revenue shortfalls can put companies in the position of having to make tough decisions to keep the business healthy – and that often means that marketing investments get put on the cutting block. But is slashing the marketing budget a smart move when growth is the mission? (00:00:21) The challenges faced by HR tech companies (00:01:15) The pressure on marketing budgets during revenue shortfalls (00:04:37) The potential consequences of deep cuts in marketing budgets on long-term growth (00:05:58) Identifying essential marketing programs before making cuts (00:08:13) Importance of continuous marketing (00:09:10) Companies that invest in marketing during downturns seeing better recovery (00:10:28) How to determine which marketing programs to cut strategically (00:12:24) Continuing to build brand awareness and trust for future sales (00:13:30) The potential negative impacts of cutting marketing programs on brand presence (00:15:16) Stay focused on maintaining market momentum The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…
Building brand awareness in the market can take many forms. One channel that has gained a lot of momentum is LinkedIn. If your buying audience hangs out on LinkedIn, it can be a prime marketing channel for your company. It can play a pivotal role in reinforcing and expanding your company’s brand. And it’s a way to consistently stay in front of potential HR technology prospects and clients – without feeling intrusive – which can build credibility and trust over time. (00:00:21) Why you should consider leveraging LinkedIn to reach HR tech buyers (00:01:51) Know your audience and consistently engage with them to grow your LinkedIn presence (00:05:29) Build a brand ambassador program with employees to expand company visibility (00:10:23) Quality, consistency and engagement matter to maximize reach (00:17:08) Leveraging the various content options on LinkedIn (00:21:08) Amplifying reach with paid campaigns (00:23:05) Understanding the account targeting options (00:25:47) The different types of paid campaign options The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…
1 Dialing in your marketing: The levers that impact results – marketing & sales alignment + sales processes 26:22
In past episodes, we’ve been digging into the 12 levers that we believe need to be dialed in around your marketing efforts to optimize results. In this 6th and final episode of the multi-part series, we are wrapping up with the final two levers: marketing & sales alignment AND sales processes. While the other levers are more directly owned by the marketing team, these last two go beyond the marketing team to encompass our friends on the sales team as well. You might be thinking these don’t belong on the list, but we felt we couldn’t skip talking about these last two levers, because quite frankly, if you don’t dial these in as well, your organization won’t be optimized for maximum success on the marketing front. (00:00:25) Overview of the 12 marketing levers you need to dial in to optimize marketing performance (00:01:02) The significance of marketing and sales alignment for organizational success (00:02:39) Common misalignment issues and the red flags (00:05:30) Conflict between Marketing's lead generation goals and Sales' quality concerns (00:07:56) Leadership's expectations for marketing to drive sales and the implications (00:09:01) You need higher converting leads for sales success (00:12:23) Getting Sales leadership buy-in (00:15:04) Clearly defining the roles of sales and marketing for better alignment (00:17:27) Governance over sales tools created by sales reps and creating a process (00:20:33) Analyzing win-loss trends to identify opportunities to improve sales and marketing tools (00:22:27) Supporting sales processes through content and collateral The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…
In the ever-evolving landscape of marketing, it’s crucial to fine-tune every element to drive optimal performance. In previous episodes, we delved into the first eight essential marketing levers out of the 12 we believe need to be dialed in to optimize your marketing performance. On this episode, we're shifting our focus to the next two critical components: Tactics and Measurement. These elements are not just about execution; they are about precision and impact. By implementing strategic tactics and rigorous measurement practices, we can refine our approach, ensuring that every effort is aligned with our goals for sustained growth and success. (00:00:21) Exploring the 12 marketing levers and why they need to ALL be dialed in (00:02:04) The importance of effective marketing tactics to drive growth (00:03:44) The reality of the longer buying cycle and the necessity for more marketing touchpoints (00:06:14) Building an omnichannel approach to effectively reach diverse decision-makers (00:10:36) A need for tailored content strategies to engage multiple decision-makers (00:11:06) Exploring the 3 pillars of demand generation: strategy, content and distribution (00:18:21) Marketing measurement and the issues marketers face in evaluating program performance (00:21:06) The reliability of data and its impact on marketing performance evaluation (00:25:06) Importance of analyzing marketing data trends rather than just presenting raw numbers. (00:31:06) Suggestions for developing a comprehensive reporting mechanism The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…
With so many options in the HR tech market, standing out can be a daunting task, especially when your technology doesn't fit neatly into an existing category. But it’s clear that while building a new product category in HR tech or work tech is challenging, it can be also a strategic move that can lead to market leadership if done well. Listen in to part 2 of our conversation with Sam Kuhnle, Vice President of Marketing at HR tech company, Loxo . In this episode, we continue to dig into how the Loxo team made the decision to create a new product category, what their experience has been and why they’ve committed to a long-term marketing strategy to achieve their vision of big growth. (00:01:05) - Having a long-term mindset when declaring a new product category (00:01:59) - Loxo's strong product-market fit and the challenge of building awareness in a crowded market (00:05:46) - The shift from lead generation to demand generation (00:06:31) - The impact of changing buyer behaviors on marketing costs and sales cycles (00:10:32) - The time frame for seeing results and indicators of progress (00:14:16) - Aligning sales and marketing efforts to drive revenue and foster trust with prospects (00:17:00) - Evaluating if creating a new product category is the right move The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…
The HR tech market is extensive – with a lot of options to solve the big challenges. According to Sapient Insights, there are 7 established product categories in HR tech, with 55 application categories within the main product categories. But what do you do when your technology doesn’t fit clearly into an existing category? This is a question that a lot of marketers in this space grapple with. Some will tell you to build your own category and lead the way to domination. Others will tell you that trying to create a whole new category is a big mistake. So which answer is right? Listen in to this episode as we explore the topic with Sam Kuehnle, vice president of marketing at HR tech firm, Loxo – a company that decided to define and market a new product category within the market (00:00:20) - The challenges and risks of creating a new product category (00:02:00) - Sam Kuehnle’s background: From traditional advertising to digital marketing and demand gen (00:04:53) - Exploring the crowded and complex HR tech market (00:06:36) - Loxo's decision to create a new product category and the rationale behind it (00:10:41) - The challenges of building awareness for a new product category (00:13:34) - The need to win mindshare before market share – and educating the market (00:17:14) - The struggle of balancing immediate leads with playing the long game to build trust, credibility and relationships (00:18:12) - The reality of the slow initial growth and eventual rapid rise of a new product category The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…
1 Dialing in your marketing: The levers that impact results – brand identity + awareness and content 27:38
Marketing is often described as a complex game with elusive success formulas, challenging marketers to cut through the noise and capture the attention of potential customers. This episode, part of a series exploring 12 essential marketing levers, focuses on two pivotal elements: brand identity and awareness, and content. Understanding and fine-tuning these components can significantly enhance the performance of marketing programs, offering valuable insights for companies striving to optimize their marketing strategies. Mastering brand identity and awareness, along with creating compelling content, are crucial steps in the journey toward marketing success. These levers, when properly adjusted, can drive impactful results and elevate a company's market presence. (00:43) - The importance of brand recognition (03:19) - Potential brand issues that can hinder your company’s success (13:31) - Creating a content strategy to align with the buyer's mindset and buying process (19:36) - Understanding the buyer's pain points and tailoring messaging to resonate better (20:34) - Assessing and categorizing existing content for strengths, gaps, and weaknesses (24:35) - Creating pillar content strategies and content loops that keeps the audience engaged (26:30) - The critical role of these marketing levers in driving optimal marketing results The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…
Marketing is a challenging game to play. And figuring out the magic formula to success is not an easy feat. As marketers, we’ve got a hard job: break through the clutter of a noisy market to get the attention of prospects and win them over. The reality is marketing is a very nuanced element of a company’s success. If just one component is not dialed in, it can throw everything off. That’s why we’ve defined 12 marketing levers to dial in. Each one plays a role in how your programs perform. In this episode, we talk about the importance of scale and the contact database in optimizing your company’s growth potential. (01:55) - Indicators and challenges of scaling marketing efforts within an organization (02:12) - Insufficient resources, budget constraints and time-consuming programs impact ability to scale (07:24) - Documenting standard operating procedures to systematize processes for rapid growth (16:21) - Considerations for building and implementing a marketing technology stack (18:46) - The importance of your contact database the potential pitfalls of neglecting it (21:15) - Challenges in organizing and cleaning up contact data – and what you need to consider (27:27) - The importance of assessing and adjusting all of the 12 marketing programs to optimize for success The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…
AI isn't just a buzzword. Over the last year, it's become a pivotal component in almost every HR solution, with many companies integrating AI into their technology platform to enhance their offerings. Marketers are keenly positioning AI at the forefront of their strategies, hoping to capitalize on this trend to stand out in the highly competitive HR tech arena. However, amidst this rush, it's crucial to understand how HR tech buyers are reacting to these AI-driven narratives. Are they convinced by the promise of AI, or is there skepticism about its practical benefits? This episode is part 2 of a 2-part conversation where we dig in on this topic with Bennet Sung, fractional CMO at HR tech company, MeBeBot , to talk about how the market is responding to AI and what that means for the marketing approach. 01:10 - Buyer hesitation: AI solutions have a more complex and lengthy sales cycle 02:16 - CIOs and CISOs are getting involved in the purchase decision 06:39 - Marketers need to creating impactful marketing tools and a sales playbook to support the needs of buyers 14:12 - Helping HR teams understand where and how AI can provide value 17:24 - Focusing message positioning on addressing pain points to differentiate AI solutions The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…
AI has been around for years, but it has really taken off in the last year within the HR tech market. It seems nearly every solution includes some level of AI baked into the capabilities. And many marketers are leading with this technology in their message positioning as everyone tries to ride this latest wave in the quest to win more market share in the very crowded HR tech landscape. But how are HR tech buyers responding to this positioning? And what makes this sale different from that of past HR tech solutions? This episode is part 1 of a 2-part conversation where we dig in on this topic with Bennet Sung, fractional CMO at HR tech company, MeBeBot , to talk about how the market is responding to AI and what that means for the marketing approach. 00:20 - Exploring the increasing use of AI in HR tech solutions and how marketers are positioning it 01:10 - The pivot in the sales experience when AI is at the heart of a solution 06:41 - The buying process now has delays in sales and the need for responsible AI governance 08:37 - The trust factor: The challenges of embracing a technology HR leaders don't fully trust 10:41 - The shift towards a co-led buying experience involving HR, the CIO, the CISO 13:38 - The ethical and legal considerations of implementing AI in HR – and what that means for the buying process 19:52 - Promoting a risk-free pilot program to help organizations understand AI The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…
Effective marketing is multifaceted, requiring dialed-in alignment across various components to truly optimize your demand generation programs. Each lever is a critical piece of the marketing puzzle, capable of transforming the results of your programs. If your company is struggling to meet revenue targets, it’s crucial to examine a series of 12 strategic levers we've pinpointed that influence performance and drive results. The 12 levers: Audience Positioning Strategy Budget Scale Contact database Brand identity + awareness Content Marketing tactics Marketing & sales alignment Sales processes Measurement Each lever needs to be dialed in to optimize your marketing. If just one is off, it can have a major impact on your ability to support your organization’s growth plans. So if you are looking for bigger results, it’s time to dig into each lever to determine where adjustments need to be made. In episode 58 of The Demand Gen Fix podcast, we talked about the 3rd and 4th levers – Strategy and Budget. In this episode we’re going to dig into the next 2 levers. And in future episodes we will cover the remaining 8 levers. The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…
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The Demand Gen Fix by GrowthMode Marketing
The key to effective marketing is making sure your programs are dialed in to the behaviors and needs of your target market and the strategic objectives of your business. Beginning in this episode, GrowthMode Marketing introduces how we define 12 marketing levers that impact your initiatives and bottom-line results. They are: Audience Positioning Strategy Budget Scale Contact Database Brand Identity + Awareness Content Marketing Tactics Marketing & Sales Alignment Sales Processes Measurement Listen in as we dig in where all good marketing should start, with audience and positioning. We talk about important considerations for each lever and how to dial in and adjust what you need to succeed. Watch this space for upcoming episodes that will cover the next 10 levers and how they’re important individually and collectively—so you can tune in the right settings for your business. 02:20 - Lever 1: Audience—market validation, research and audience personas to ensure you’re aligned to behaviors and needs 05:10 - Conducting audience research via surveys, focus groups, interviews and data analysis that helps validate your assumptions 10:56 - Lever 2: Positioning—clearly and consistently communicating your value proposition 14:25 - A clear and distinct positioning statement to differentiate your company and solutions 18:37 - The critical link between positioning and revenue goals 19:14 - Exploring each lever and how businesses can use this helpful philosophy to uncover actionable insights to adjust marketing strategy and improve performance 21:50 - A review of the 12 marketing levers and what’s coming on upcoming episodes The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…
The sales team is working actively with a hot prospect. They watched demos, enthusiastically engaged in communications and requested a proposal … then suddenly, nothing. They stop responding. It’s frustrating for sure, but there may be many reasons why it happens. Don’t automatically assume they went with a competitor and stop pursuing. Listen to this episode to hear our conversation about why some prospects go dark, what to do and how to work with marketing to help revive talks that go silent. Hear why successfully re-engaging a prospect involves demonstrating ongoing value and relevance to their business without pressuring them for an immediate decision. 00:20 Reason prospects go dark and how to re-engage them 01:32 Shifting priorities, lack of urgency, indecision and information overload 06:58 Early warning signs that a prospect might go dark and how marketing can help 09:23 What strategies sales reps can use to keep prospects engaged 10:47 Why personalized and relevant content is important 12:46 Continually demonstrating value 15:00 How marketing programs can help sales re-engage 18:49 Getting feedback on lost opportunities to improve future prospecting 20:01 How to have patience and demonstrate value without pressuring an immediate decision 20:29 Developing content that speaks to buyer needs The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…
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The Demand Gen Fix by GrowthMode Marketing
With just 5% or less of B2B buyers in the market to buy at any given time, marketers need to get creative to drive leads and meet revenue goals. Your middle- and bottom-of-funnel prospects are the most likely audiences to have buying intent. Check out this episode for ideas on how to zero in on these prospects with informative content, nurture campaigns, targeted digital ads and more. Hear why marketers need a balanced strategy of short-term tactics that drive, and nurture leads with long-term brand-building that raises awareness with the other 95% of your total addressable market—your future buyers. 00:20 The challenges of reaching prospects in the high-tech industry 04:24 Why it’s important to balance short- and long-term strategies to meet revenue targets 09:06 Leverage content that attracts high-intent buyers 15:50 How to use intent data technology to identify companies that may be in market for specific solutions 18:25 Using nurture campaigns to identify buying intent 19:51 Digital advertising and retargeting that drives engagement 22:31 Why you need to establish credibility and trust before expecting prospects to engage 24:21 Balancing short-term lead tactics with a long-term marketing strategy The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…
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The Demand Gen Fix by GrowthMode Marketing
The GrowthMode team is hearing from many marketing leaders who say they’re struggling to figure out why their programs aren’t driving better results. The reasons can sometimes be more obvious to us because we have the luxury of looking at it from an outside-in perspective. While your internal team is naturally heads-down working hard to produce work that meets a multitude of needs. Listen to this episode to gain great insight on how to better align your approach to today’s HR tech buyer behaviors. Is your strategy on target? Find out now. 01:07 Gated content: How it impacts conversion rates 05:28 Slow lead pipeline: Creating content that’s more compelling and builds trust 09:45 Digital footprint: Why it needs to be robust to attract prospects 16:28 Converting leads: How to emphasize lead quality over quantity 17:29 Lead scoring: Identifying buying intent and why it can be challenging 19:57 Quality over quantity: Prioritizing quality builds a better pipeline 23:24 Rethinking your approach to drive better results The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…
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The Demand Gen Fix by GrowthMode Marketing
1 With fewer prospects buying HR technology right now, should you slash your marketing budget? 19:10
For more than a year, there have been less prospects in the market to buy HR tech solutions. It’s estimated that only 1% of prospects are actively buying these days compared to the more typical 5%. And this trend isn’t showing signs of a rebound just yet. Maybe you’re asking yourself whether to slash your marketing budget. It’s a question we’ve been asked recently, and we think it’s something on a lot of leaders’ and marketers’ minds. Check out this this episode to hear our discussion on the trends, navigating this tougher selling environment and how to best support the long-term growth goals of your organization. 00:21 With less prospects buying, should your marketing investment change? 01:44 How the decrease of prospects is impacting the sales process 02:57 Highlights from the 2024 B2B Sales Benchmark Report on sales challenges and impact on quotas 04:46 Why the sales process is longer and win rates and deal values are down 09:18 Cutting back on marketing spend affects important long-term marketing programs 13:55 The role of marketing in building brand awareness, credibility and trust for future prospects 17:31 How to inform and influence internal decision makers about the importance of a long-term marketing mindset 18:47 Key takeaways and conclusion The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…
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The Demand Gen Fix by GrowthMode Marketing
In part 2 of our conversation with Matt Torman, content marketing pro at work tech company, Brex, we continue exploring why moving away from marketing that attempts to be “everything to everyone” helps you breakthrough and standout in a crowded HR tech market. Listen now to learn why taking calculated, creative risks with a blend of innovative ideas and data-driven decision making is crucial in a content-saturated landscape. 00:55 Taking creative risks that stay true to your company’s brand 01:34 Why understanding and targeting your core audience is so important 05:15 Fears and challenges that prevent marketing teams from taking risks 12:23 Taking the time you need to create engaging, authentic content 14:52 How to create unique content that stands out and connects with your core audience 16:55 Why collaborating on ideas and gaining new perspectives fuels innovative strategies 17:31 Testing and learning how your marketing performs is a critical component 18:37 Making data-driven decisions and gaining leadership support The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…
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The Demand Gen Fix by GrowthMode Marketing
In the very crowded HR and work tech space, too many marketers play it safe with their marketing campaigns. It creates a “sea of sameness” where businesses get lost in a multitude of messages across many different brands that blend and sound the same. Listen in to explore this topic with our guest and content marketing pro, Matt Torman. He’s the content marketing principal at Brex , an AI-powered spending platform that helps employees make smarter financial decisions for their employers. If your company is tied to a marketing approach that safely conforms, but you want to try pushing the envelope, this is a great episode for you! Taking risks can be scary, but listen as we talk through that together. See why focusing on breaking through can capture better results. 01:09 Learn why it’s essential to differentiate your business and solutions 02:43 The value of storytelling and using AI to support content creation 09:31 Why marketing to a broad audience is a common mistake 11:14 An example of a bold marketing campaign by Brex 17:16 Why making an emotional connection is a better way to speak to buyers’ pain points 21:05 How to transform surface-level messaging into content that digs deeper and resonates more with decision makers The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…
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The Demand Gen Fix by GrowthMode Marketing
A lot of really good HR tech companies get lost in a crowded market. That’s because you’re vying for attention with more than 21,000 HR tech businesses selling technology platforms—with new start-ups joining the industry all the time. Listen to this episode to find out what three challenges consistently impede marketing outcomes and results for HR tech companies. Learn why positioning your business and solutions is at the heart of how to successfully gain traction. Because touting the same features and functionality as your competitors isn’t saying anything at all about your true differentiators. 01:09 Why it’s essential to differentiate your business and solutions 09:31 Why marketing to a broad audience is a common mistake 17:16 How to understand and make an emotional connection that speaks to buyers’ pain points 21:05 A look at surface-level messaging and how to dig deeper to connect with prospects 23:49 Why it’s important that your messages resonate with decision makers The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…
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The Demand Gen Fix by GrowthMode Marketing
The HR tech market is extremely crowded – and many brands get lost in the sea of sameness. Defining your differentiation is a critical step to breaking through the clutter. But how do you go about it? This is often the job of product marketing. Listen to this episode to hear from guest Noelle Bloomfield, senior director of product marketing at HR tech company, Gloat . We talk about the important role of product marketing in gathering market insights, aligning strategy and building out message positioning to differentiate form the competition. Hear why she believes a test and learn approach is important to ultimately creating more value for customers by constantly iterating based on market changes. 00:20 The important role of product marketing in the HR tech industry 01:17 Integrating product marketing and aligning with other teams 03:31 Quarterbacking the go-to-market journey to connect with buyers 08:00 How to stand out in a crowded market through differentiation 12:24 How to build a product marketing team designed to align with other teams 15:35 How to prioritize and focus 18:23 Why the buyer’s journey needs to be personal to connect more effectively 21:24 Continuous learning is key in product marketing 23:38 Why product marketing is a connector helping to drive better business results The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…
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The Demand Gen Fix by GrowthMode Marketing
Traditional sales processes that work a cold lead through a buyer journey defined by a HR tech businesses is fading fast. Prospects want to self-educate and be in control of their buying process and timeline. However, that doesn’t diminish the importance of the sales role and closing deals. But how and when you engage with buyers is a whole new ballgame. Collaboration and regular communication with sales on how demand generation marketing meets buyers on their timeline is key. Find out how to work with your sales team to identify opportunities to engage—near the end of the journey. Listen to this episode to hear about why creating synergies between marketing and sales can help you win more deals and build critical rapport. 01:02 The changing buyer landscape means marketing plays a bigger role in the purchase decision 01:17 Helping your sales team shift how and when they engage with buyers 02:51 How marketing can help support self-service buying behaviors 04:20 Why good content is so important 06:09 HR tech buyers are engaging with a sales rep much later in the decision process 13:36 How to build trust and connect with prospects 16:49 Creating a sales process that offers a better experience for HR tech prospects 18:03 Why sales and marketing alignment is critical in meeting prospects in a self-service journey 25:13 Help the sales team better understand how to effectively use marketing content The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…
Are you seeing the performance of your lead generation marketing efforts dip? As prospect buying behaviors evolve, many tried and true marketing methods aren’t driving the results they once did. We’re hearing it from fellow marketing colleagues and we’re experiencing it ourselves. In this episode, we talk through why gated content and more aggressive lead generation strategies aren’t as effective for prospects who want more control of the B2B buying process. Listen now to learn ways to adapt and improve your results. 00:57 Why traditional lead generation isn’t as effective anymore 01:14 Comparison of lead generation and demand generation strategies and a short-term vs. long-term approach 05:36 Why evolving prospect behavior is changing everything 10:43 How is demand generation marketing different? 14:40 The drawbacks of using lead capture forms with today’s prospects 16:34 How to use lead generation marketing as part of a demand generation strategy for more traction and growth The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…
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The Demand Gen Fix by GrowthMode Marketing
Building brand awareness in the market can take many forms – and it doesn’t always have to come with a big price tag. As an employee, you can help amplify your company’s brand to drive bigger brand awareness in the market. One way to become a brand ambassador for your company is to use your personal brand on LinkedIn to bolster your company's profile. It’s a way to consistently stay in front of potential prospects and clients – without feeling intrusive – which can build credibility and trust over time. So take the leap, invest time in your personal brand and turn it into an impactful marketing channel for your company. In this episode, Logan Mallory , Vice President of Marketing, joins us to talk about his experience driving greater brand awareness for his company, Motivosity. 00:21 Becoming a brand ambassador on LinkedIn 08:36 Defining your content strategy 10:20 Driving business and customer interactions 13:09 Becoming an example for other employees on building a personal brand 15:21 Building brand ambassadors across the company to amplify the company brand 17:33 Engaging with customers through social selling and creating a presence 18:37 Convincing executives to build their personal brands 22:24 Creating meaningful interactions 26:12 Being intentional about building your audience 33:32 Consistency is key 36:46 Focusing on engagement over impressions 37:15 Building credibility and trust The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…
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The Demand Gen Fix by GrowthMode Marketing
You know that buying behaviors are changing, but are you aligning your sales and marketing strategies to meet prospects with the targeted content they want for a self-service experience? If not, remember that your competition is. And they’re just a click away. Listen to this episode to learn about both practical and revelatory ways to build a demand generation engine. Like this one: Narrowing your audience and targeting your content to a specific market or company type can help improve your market traction. Hear why it’s time to ramp up your demand generation efforts and how expert guidance can help set you on the path quicker. It’s how we help clients every day at GrowthMode Marketing. 00:20 Why creating a demand generation engine is so important for growth 01:53 The 3 pillars of demand generation: Strategy, content and distribution 03:23 Strategy: A hyper-focused plan for content and distribution 05:33 Content: The foundation for creating demand 06:23 Distribution: How to show up in the right place to reach your buyers 07:26 Target your ideal customer 11:04Differentiate from competitors with a unique point of view 15:03 Create a content marketing + demand generation plan 18:58 How to create and repurpose content for different channels 21:11 Why you should test and learn how your content performs 21:58 Optimize distribution efforts for content performance and audience engagement 23:17 Why you need a full funnel digital footprint 24:36 How content works to guide prospects through awareness and consideration 27:33 Build an audience with managed channels like podcasts, webinars and email campaigns 29:40 Expand your digital footprint with partnerships and third party channels 33:59 How to manage your demand generation program for continuous success The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…
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The Demand Gen Fix by GrowthMode Marketing
Just a small portion of your target audience is ever in-market to buy at any given time. Investing in lead generation programs that focus only on this sliver of the market (about 5%) puts you behind in a fiercely competitive situation where companies are busy building awareness about their capabilities and solutions. In this episode, we help you rethink the panic cycles of lead generation with strategies that take you from trying to find a needle in a haystack to creating demand marketing that helps you get in front of prospects—long before they’re thinking about researching their next HR tech solution. Listen now to learn how to create, balance and maximize a demand generation program that helps you hit your growth targets. 0:00:00 | Introduction 0:01:10 | Creating demand is important to achieving long-term growth 0:03:38 | The need to balance demand creation and demand capture programs 0:05:37 | The vast majority of the market isn’t buying right now 0:06:43 | Why building brand awareness and trust is critical 0:08:29 | The risk of relying solely on demand capture programs 0:10:12 | The cycle of panic when revenue falls short 0:11:19 | The challenge of uncovering leads without prior demand creation efforts 0:15:10 | Differentiate between demand creation and demand capture programs 0:20:18 | Convincing prospects who aren’t in-market to buy is unlikely 0:21:25 | Plant seeds, capture consideration and convince with targeted marketing 0:24:53 | Building a demand generation engine leads to better results 0:25:39 | Focusing on getting more hand raisers instead of chasing leads 0:26:10 | You’re limiting potential future growth when you don’t create demand with prospects before they are in market to buy The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…
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The Demand Gen Fix by GrowthMode Marketing
Engineers analyze and solve problems using systematic, iterative processes. It’s an approach that avoids making costly assumptions. While many B2B marketers measure data to prove marketing program ROI, often the data doesn’t tell the whole story and can actually hinder the drive for results. Listen to this episode to hear guest Omer Maman , Vice President of Marketing at HR tech company, Healthee , and the GrowthMode team talk about why it makes sense to dig deeper into your data, especially in situations where the numbers don’t add up - like high lead volumes but missed revenue targets. Hear why approaching your marketing like an engineer by creating hypotheses, validating and making continuous adjustments can lead to uncovering the answers to what marketing programs truly drive the biggest results. 0:00:00 | Introduction 0:01:00 | The engineering mindset in marketing 0:03:11 | Importance of analyzing data beyond surface-level metrics 0:04:40 | Flaws in measuring MQLs and SQLs for marketing success 0:07:18 | Exploring additional data sources for a holistic view of marketing 0:08:55 | Misalignment between marketing and sales with MQLs 0:11:03 | Long-term strategic approach to marketing beyond lead generation 0:11:44 | The need for an omnichannel presence and multiple touchpoints 0:12:42 | The challenge of measuring tactics that can’t easily be measured 0:16:15 | Complexity of marketing and the need for a strong brand 0:18:09 | Considering multiple buyers and influencers in the decision-making process 0:19:23 | Challenges with lead scoring and the importance of real buying intent 0:23:30 | Applying an engineering mindset to marketing strategies 0:27:28 | Conclusion The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…
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