Demand generation and lead generation - where does one end, and the other begin? Turns out it’s not quite so cut and dry. In this episode, Paul Gowans (Global Director Regional and Channel Marketing at VIAVI Solutions) shares his thoughts on: 

• The evolving buyer journey 
• The challenge of demand generation 
• Tailoring campaigns to market maturity 
• Geographic variation in market dynamics 
• The role of data and analytics 

“Data-led marketing is like a flywheel. It’s really difficult to get going, and get that momentum – it’s hard! But once that thing starts spinning, you get results and it moves at a faster pace. So look at the data – the data’s telling you something.” – Paul Gowans 

This episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.co.uk. 

Want to chat about anything we've covered in this episode, or feature on the show? Contact us at  [email protected]