Demand Gen Studio

In this episode of Demand Gen Studio we sat down with Nicole Yeske, the Director of Digital Marketing at Milliken. We discuss the challenges and strategies of B2B marketing, particularly in a large corporation with multiple divisions. Nicole shares her insights on the need for alignment between marketing and sales, marketing to distributors and aggregators, cross-selling and upselling opportunities, and more!

In this special guest episode of Demand Gen Studio we sat down with Harrison Han from Polydeck.

Harrison shared his background as a marketer, his experiences in B2B vs B2C marketing, ways to effectively measure marketing ROI, sales & marketing alignment, and more. Thanks for joining us, Harrison!

0:00 Intro

3:21 Differences Between B2B & B2C Marketing

9:58 Marketing Strategies In Different B2B Industries

14:37 Measuring Marketing ROI

23:05 Sales & Marketing Alignment

27:48 Demand Capture Activities vs. Brand Awareness

32:02 Conclusion

Navigating the evolving landscape of B2B marketing can often feel like uncharted territory. However, within each challenge lies a unique opportunity for growth and innovation.

In our most recent Demand Gen Studio podcast episode, we had the privilege of delving into Britany Carter's experiences and insights as Director of Marketing at Kopis.

Our conversation provided a fascinating glimpse into the dynamic world of B2B marketing, shedding light on her strategies, triumphs, and lessons learned along the way.

00:00 Intro

01:18 Establishing a Foundation

02:54 The Power of Storytelling

06:01 Insights & Big Wins

10:32 Tips for Tracking Marketing Impact

13:41 Demand Capture vs Demand Creation

19:16 Metrics & KPIs for Marketing Efforts

24:28 ABM & Sales and Marketing Alignment

30:30 Wrap-up

Welcome back to Demand Gen Studio, where we dive into the intricacies of demand generation, exploring its nuances and practical applications in today's digital marketing landscape.

In this episode, we dive into the fascinating world of demand creation versus demand capture, exploring how these strategies shape modern marketing efforts. From tracing the evolution of digital advertising to navigating the complexities of audience engagement, get ready for an insightful deep dive into the art of driving demand.

With practical tips, real-world examples, and expert insights, this episode is your ultimate guide to crafting effective demand generation campaigns. Don't miss out – tune in now and revolutionize your marketing approach!

In business, particularly B2B marketing, two terms are frequently used: lead generation and demand generation. Although they might sound similar, understanding the differences is key to a successful marketing strategy.

Demand generation is like sparking interest - it's about creating awareness of your brand and making people see the need for what you offer. Think of it as building a pond to attract fish.

Lead generation is all about catching those fish - it focuses on converting that interest into qualified leads, people who might actually buy from you. This involves capturing contact information and nurturing those leads until they're ready to make a purchase.

Imagine a sales funnel - a wide opening at the top and a narrow exit at the bottom. Demand generation fills the funnel with potential customers, while lead generation helps turn them into paying ones. Both are crucial for a healthy sales pipeline!

Google BERT (Bidirectional Encoder Representations from Transformers) is a natural language processing (NLP) model developed by Google in 2018. It represents a significant advancement in understanding the context and nuances of language, making it crucial for SEO (Search Engine Optimization).

SEO professionals need to adapt their strategies by creating high-quality content that caters to the nuances of user queries. This will ultimately lead to better search rankings and a more satisfying search experience for users.

Upselling and Cross-selling are indispensable techniques that continue to hold immense relevance in today's business landscape.

Upselling empowers businesses to offer their existing clients upgraded or premium versions of products or services they already use. This approach boosts the average transaction value and ensures customers can access more advanced solutions tailored to their evolving needs.

Cross-selling, meanwhile, involves suggesting complementary products or services to the ones customers are currently purchasing. This diversifies revenue streams and provides clients with a more comprehensive solution, demonstrating a commitment to their success.

Nowadays, these strategies are more critical than ever. They align with a customer-centric approach, foster revenue growth without excessive acquisition costs, leverage data-driven insights for precision, and contribute to customer retention and long-term business success.

Customer Lifetime Value (CLV) is a crucial metric for marketers as it serves as a compass guiding their paid media investments. It represents the total revenue a customer is expected to generate over their entire relationship with a business. This metric considers the initial purchase and the potential for repeat purchases and referrals.

Marketers rely on CLV to make informed decisions about where to allocate their paid media budget. By understanding the long-term value of a customer, they can optimize their advertising efforts to target and retain high CLV customers.

This means acquiring new customers and nurturing existing ones, as having customers often proves more cost-effective than acquiring new ones.

A successful B2B lead generation strategy hinges on a well-orchestrated multi-channel paid media approach. 

Businesses can maximize their reach, engagement, and conversion potential by strategically combining various paid channels, such as search engine advertising, social media promotions, and display advertising. 

This approach enhances brand visibility and enables precise targeting of niche B2B audiences, ultimately driving higher-quality leads.

In the complex landscape of B2B sales, understanding and effectively engaging with buying committees is paramount. These committees consist of various decision-makers who influence purchasing choices.

Navigating this intricate web requires strategic approaches tailored to each key player.

This entails comprehensive research, personalized communication, and aligning your offerings with their needs.

By dissecting these committees and strategically targeting decision-makers, businesses can enhance their chances of securing successful deals and lasting partnerships.