Launching a successful demand gen program is something that a lot of marketing leaders strive for. But it's easier said than done. Common hurdles include:

- Crafting a compelling point of view

- Outlining a strategy

- Getting buy-in from the C-Suite

- Executing on both paid media spend and organic channels

- And more...

These are all the things that Grant Duncan has done successfully in his time as VP of marketing at Zingtree. In this episode, he talks with Sam and Sidney to discuss exactly how he did that.

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Marketing and Customer Success are frequently viewed as separate parts of the organization. Marketing is typically categorized as a pre-sales role, while customer success is generally viewed as a post-sales function. Sure, there are the occasional asks where marketing needs a customer testimonial or case study, but those are not typically high priorities from either side.

But what if that changed? What if marketing and customer success worked together to craft better stories that answered customer questions, decreased churn, and increased upsets and cross-sells?

In this episode, Tory and Matt welcome Madelyn DePrey, Head Of Customer Success at Aircall to talk about why marketing/customer success alignment is so important.

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Listening to customers to continuously improve your product is key for any company. But it's a step that many new SaaS founders skip in the initial stages of their go-to-market. Often, a founder will discover a gap in the market and go straight into building the product. In this episode, Sidney talks to Dave Rigotti, Co-founder, and CEO at Inflection.io. Dave has put on a masterclass in using extensive customer research to build the product. In addition to conducting hundreds of customer interviews, Dave dives into how they use community to continuously innovate and ensure the product is built 100% to customer needs.

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Pipeline Velocity is an often confused, misunderstood metric. Every time we bring it up we get several questions. That's why we wanted to dedicate an episode of Stacking Growth Live entirely to the subject and:

- How to Calculate Pipeline Velocity

- How to visualize that data

- Why it's important

- When to use it

- And more

This was a live presentation that included slides. If you'd like to see those slides, you can view them here.

You can also watch the full presentation with the slide deck on YouTube, here.

The Stacking Growth Podcast aims to answer real questions that our audience is having trouble with. That's why we took a poll of our LinkedIn audience to see what problems they were facing coming into Q4. One of the recurring questions that we saw come up had to do with how to create an ICP (Ideal Customer Profile). What's is the right way to do it? Is there a wrong way? How can we go deeper than target firmographics and job titles? These are all questions that Tory and Allison are answering in today's episode.

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If you've been following Refine Labs for any period of time, you know we like to categorize demand into two main buckets, capturing and creating. But there is a third bucket that we don't talk about quite as much called damming demand. In a nutshell, damming demand is taking existing demand for a product or category and redirecting it over to yours. In this episode, Tory and Garret talk about what damming demand is, when it should be used, and how you can effectively start a program to do it.

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If you scroll through LinkedIn for a few days you would think that everyone is running demand gen and lead gen is a thing of the past—it's not. We've talked to several hundred companies this year and 99% are still running lead gen. An entire generation of marketers believes that an email address is the most important thing you can get from your audience. It’s why we see gated ebooks and reports as the primary content source for entire companies. But why are so many companies still doing this? It's not an effective go-to-market strategy and sales teams can get the same leads (and more) cheaper using tools like Zoominfo and Cognism.

The end goal of marketing is to drive high-quality hand raisers that WANT to talk to sales. And that is exactly what Carl and Cassidy are going to talk about in this episode.

In fact, as the title alludes to, Carl is putting his money where his mouth is if you can prove (with data) that you're running a profitable lead gen strategy that wouldn't be better served being allocated elsewhere.

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You pitched leadership, finally got buy-in, and just launched your program; now what? It's inevitable that you get questioned on the effectiveness of your new strategy early on, but creating demand takes time. So what are some early metrics and KPIs that you can report on to show leadership that it's working? In this episode, Ashley and Evan go through some of the early metrics that they report on with clients to do just that.

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We get a lot of questions from customers and community members this time of year on how to finish the year off strong and plan to have a successful Q1.

On today's Stacking Growth, Refine Labs' very own Sam Kuehnle and Sidney Waterfall breakdown an intriguing question sent in by a listener: "How do you deal with the paradox of wanting immediate results but needing to preach patience to your executive team?" From setting expectations to finding the right customer insights... believe it or not, good marketing takes time.

Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.