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State of Demand Gen


Welcome to the State of Demand Gen. On this podcast you’ll find innovative strategy, advice and tangible tactics that work best TODAY from marketers that are actually doing it. The content is a mix of our #DemandGenLive episodes, along with interviews & fireside chats with B2B tech industry experts.

Popular episodes

221 - Unlock The Power of Dark Social by Adding This Channel to Your Strategy | B2B Podcasting

Dec 5 • 40:04
Podcasting is one of our favorite forms of content because it is so versatile. Not only can you publish the long-form audio on all the major podcast platforms, but when you record it with video you can repurpose on YouTube, break it down into smaller LinkedIn video posts, and a whole lot more. Taking full advantage of your podcast is a huge opportunity to generate demand o...

220 - Why You Should Be Thinking of Marketing and Sales as One Team | Dave Gerhardt

Dec 3 • 53:57

Dave Gerhardt, Chief Brand Officer at Drift, joined Chris for another Demand Gen Expert Session, this time on the topic of "Marketing and Sales as One Team." Obviously, Marketing and Sales are quite different. But at the end of the day, their end goal should be revenue. By thinking of the two as working together rather than working towards completely separate goals, both t...

219 - 3 Data-Killing Mistakes Companies Make When Doing Self Reported Attribution | Demand Gen Live S2 x59

Dec 1 • 02:05:23

Adding "How did you hear about us?" to your demo request form gives huge insights into what channels are working. But, there's a right way and a wrong way. And if you're making these three common mistakes, you could be doing more harm than good. In this episode, Chris goes over the top three mistakes people make and why it's so important to fix them immediately....

218 - B2B Founder's (and CEO's) Role in Marketing | SaaStock Founders Workshop

Nov 27 • 54:35

Marketing is the best tool growth stage companies have, not sales. But how does the founder/CEO play a role in driving marketing performance? The problem with most early-stage B2B SaaS companies is there is a lack of customer understanding leading the product roadmap. For the leadership to positively impact marketing, they need to start by understanding the customer. Segme...

217 - Zero to Hero: How Salesloft Transformed Their Marketing | Sydney Sloan

Nov 24 • 28:31

When Sydney Sloan walked into Salesloft three years ago they were optimizing for MQLs. Marketing had no efficiency. Salespeople were overwhelmed with low intent leads. Conversions were low. When Sydney took over as CMO, she wasn't interested in the vanity metrics that were being measured up until that point. She wanted to eliminate waste and increase marketing effectivenes...

216 - The Biggest Mistake Most B2B Marketers Are Making RIGHT NOW | The MarTech Podcast

Nov 21 • 15:30

Marketers love to hate on "vanity" metrics, and rightfully so. But the problem is, they are misdiagnosing vanity metrics and using the real vanity metrics to make strategic decisions. I'm talking about MQLs, eBook downloads, website visits, blog views, etc. These may have been important KPIs back in 2011 when marketing's only goal was to find fit and feed leads to sales. B...

215 - Your Marketing Team is Wasting Their Budget | Go To Market Excellence

Nov 19 • 44:48

You don't need more budget. In fact, less budget would probably help you do a lot more with your marketing dollars. The sad truth is that marketing teams across industries almost universally wasting money. Poor strategy and even worse execution can't be helped by more budget. And most marketing teams are converting at less than .1%. In this episode, Chris talks about how t...

214 - Good B2B Marketing Executes Sales at Scale (Including Demos) | Demand Gen Live S2 x58

Nov 17 • 01:16:39

If you're in sales you're certainly thinking, "Demos?! Really??" And our answer is a resounding, Yes! But there's a small catch. It's time for marketers to rethink what a demo consists of. In the past (and as we record this podcast), a demo is when you go on a website, fill out a form and request to talk to a salesperson to see it in action. But as a marketer, your goal in...

213 - The 5 Components of Positioning You Need to Address | April Dunford

Nov 14 • 36:20

Positioning is the foundation on which your business is built. But most business leaders don't fully understand what good positioning is, let alone how to execute it successfully. In this episode, Chris talks one-on-one with April Dunford, widely regarded as one of the top minds on the subject matter. April goes through her 5 components of positioning that every organizati...

212 - MUST LISTEN: A Fundamentally Different Way to Think About Attribution | Ops Cast

Nov 12 • 40:37

What if I were to tell you that the way that you measure attribution is driving terrible business decisions and leading to huge amounts of wasted dollars? If you've been listening to this podcast for any period of time, you know that in order to make good strategic marketing decisions in 2021 and beyond, you need to fundamentally shift the way you think about attribution. ...

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