This week on Demand Bites, Ross sits down with demand generation expert Jana Pelchen to explore actionable strategies for navigating economic downturns, optimising marketing efficiency, and aligning sales and marketing for maximum impact.

Jana shares key insights on avoiding panic-driven marketing decisions, leveraging first-party data for better targeting, and optimising cost efficiency in demand generation. Whether you're looking to recession-proof your marketing strategy, improve CAC payback, or strengthen cross-functional collaboration, this episode is packed with valuable takeaways.

Demand Bites is the podcast where B2B demand generation leaders share strategies you can use to identify, educate, and convert your ideal customers.

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Chapter Markers:

(01:19) Jana’s journey into demand generation 

(02:42) Common mistakes businesses make in a downturn 

(04:17) How chasing cheaper leads can backfire 

(05:57) Rethinking marketing measurement in a crisis 

(06:52) Actionable tips for recession-proofing marketing plans 

(07:35) The power of organic channels and thought leadership 

(08:52) How AI is changing the B2B buyer journey

(09:52) Aligning sales and marketing: Five key pillars 

(11:00) The role of data, KPIs, and technology in driving alignment

Useful Links:

Follow Jana Pelchen on LinkedIn: https://www.linkedin.com/in/jana-pelchen/

Learn more about Inbox Insight: https://www.inboxinsight.com/