In this conversation,Liam Moroney, founder ofStorybook Marketing, discusses the future of demand generation and marketing budget allocation in B2B companies. He highlights the rise of demand gen as a buzzword on LinkedIn and the need for clarity in its definition. Liam also explores the influence of B2C marketing on B2B marketing and the challenges of applying B2C tactics in a B2B context. He emphasizes the importance of understanding the specific problems a business is trying to solve and aligning marketing efforts accordingly. Additionally, Liam discusses the misallocation of marketing budgets and the need for a balanced measurement framework. The conversation covers the importance of identifying the ideal customer profile (ICP) and narrowing down the target audience. It also discusses making educated guesses on the ICP and how it evolves over time. The conversation then shifts to the strategy of creating videos in nature on LinkedIn and the workflow for producing them.Takeaways:- Demand generation has become a buzzword in B2B marketing, but its definition is often unclear and varies from company to company.- B2B marketing can learn from B2C marketing, but it's important to consider the differences between the two, such as the role of sales teams and the complexity of B2B buying cycles.- Many B2B companies misallocate their marketing budgets by focusing too much on demand capture and lead generation efforts, rather than building brand awareness and educating their audience.- Effective marketing budget allocation starts with understanding the specific problems a business is trying to solve and aligning marketing efforts accordingly.- While attribution is important, it's crucial to recognize that not everything in marketing can be directly attributed to revenue. Some efforts, such as podcasts, are more about brand awareness and affinity. Identifying the ideal customer profile (ICP) is crucial for effective marketing.- Narrowing down the target audience allows for focused and effective marketing efforts.- Making educated guesses on the ICP is necessary for early-stage companies without sufficient data.- The ICP evolves over time, and it's important to adapt and expand the target audience as the business grows.- Creating videos in nature on LinkedIn can help differentiate oneself and attract attention.- Having an efficient workflow for creating LinkedIn videos is important, but authenticity and creativity should not be sacrificed.

FounderVideo Podcast Ep. 3: Liam Moroney from Storybook Marketing (https://www.storybookmarketing.io/)Brought to you by: https://foundervideo.comIncrease the profitability of your LinkedIn Ads - book a free strategy call today.