Create demand in the market to create high growth

The Demand Gen Fix by GrowthMode Marketing

İçerik GrowthMode Marketing tarafından sağlanmıştır. Bölümler, grafikler ve podcast açıklamaları dahil tüm podcast içeriği doğrudan GrowthMode Marketing veya podcast platform ortağı tarafından yüklenir ve sağlanır. Birinin telif hakkıyla korunan çalışmanızı izniniz olmadan kullandığını düşünüyorsanız burada https://tr.player.fm/legal özetlenen süreci takip edebilirsiniz.

1 yıl önce 26:56

MP3•Bölüm sayfası

Just a small portion of your target audience is ever in-market to buy at any given time. Investing in lead generation programs that focus only on this sliver of the market (about 5%) puts you behind in a fiercely competitive situation where companies are busy building awareness about their capabilities and solutions.
In this episode, we help you rethink the panic cycles of lead generation with strategies that take you from trying to find a needle in a haystack to creating demand marketing that helps you get in front of prospects—long before they’re thinking about researching their next HR tech solution.
Listen now to learn how to create, balance and maximize a demand generation program that helps you hit your growth targets.
0:00:00 | Introduction
0:01:10 | Creating demand is important to achieving long-term growth
0:03:38 | The need to balance demand creation and demand capture programs
0:05:37 | The vast majority of the market isn’t buying right now
0:06:43 | Why building brand awareness and trust is critical
0:08:29 | The risk of relying solely on demand capture programs
0:10:12 | The cycle of panic when revenue falls short
0:11:19 | The challenge of uncovering leads without prior demand creation efforts
0:15:10 | Differentiate between demand creation and demand capture programs
0:20:18 | Convincing prospects who aren’t in-market to buy is unlikely
0:21:25 | Plant seeds, capture consideration and convince with targeted marketing
0:24:53 | Building a demand generation engine leads to better results
0:25:39 | Focusing on getting more hand raisers instead of chasing leads
0:26:10 | You’re limiting potential future growth when you don’t create demand with prospects before they are in market to buy

The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com.

73 bölüm

#Business #Marketing #GrowthMode Marketing #Demand Generation #Growth Marketing #Demand Gen #Lead Generation #Lead Gen #B2B Marketing #HR Tech #HR Technology #Marketing Strategies

Create demand in the market to create high growth

The Demand Gen Fix by GrowthMode Marketing

published 1 yıl önce

Paylaş

MP3•Bölüm sayfası

73 bölüm

#Business #Marketing #GrowthMode Marketing #Demand Generation #Growth Marketing #Demand Gen #Lead Generation #Lead Gen #B2B Marketing #HR Tech #HR Technology #Marketing Strategies

Tüm bölümler

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1
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23 weeks önce24:58

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AI is rapidly transforming marketing by automating tasks, enhancing creativity, and optimizing workflows. It’s no longer just for tech companies—as B2B marketers, we all can now easily integrate AI into our strategies to drive efficiency and innovation. Many marketers are still in the experimental phase, so in this episode, we discuss what we’ve been experimenting with when it comes to AI here at GrowthMode Marketing, what’s working for us, and what’s not. (00:00:20) The potential of AI to transform marketing strategies (00:02:21) Experimenting with ChatGPT (00:03:16) Brainstorming ideas with AI (00:05:38) Providing detailed information to AI for better output (00:07:42) Creating content outlines with AI (00:10:00) Using transcripts to create social media posts (00:14:41) Cleaning up transcripts (00:15:59) Identifying areas in video podcasts that require editing (00:16:06) Proofreading and receiving detailed recommendations for writing improvements (00:17:39) Summarizing meeting notes and extracting insights (00:19:03) Identifying key points of reports and articles (00:19:22) Formatting data into tables, lists and notes (00:23:12) Identifying inefficient tasks that AI can help simplify The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…

1
How to leverage AI in marketing: Learning & experimenting 29:45

27 weeks önce29:45

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Unlock the power of AI and how it can help marketers by embracing a mindset of continuous learning and experimentation. From understanding the basics of AI-driven platforms like ChatGPT to practical tips on how to incorporate these technologies into your marketing workflow, this session explores how to start leveraging AI effectively. Tune in to learn how to navigate the overwhelming amount of information, avoid common mistakes, and harness AI’s potential to streamline your marketing processes and enhance creativity. (00:00:45) Understanding the fundamentals of AI (00:01:30) Humans plus AI – working together (00:02:40) AI education and policy adoption among organizations (00:04:42) An overwhelming amount of AI information and resources to sort through (00:06:46) Recommended resources for learning about AI in marketing (00:14:17) Resources for learning about AI for HR tech (00:14:46) Keeping up with fast-paced changes and advancements in AI tools and technologies (00:19:03) Experimenting with AI tools (00:20:48) Crafting effective prompts to optimize AI output (00:21:32) Be mindful of protecting sensitive data (00:22:54) Exploration of features in AI tools and ideas for experimenting (00:28:50) Starting your AI journey The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…

1
What to think about before you cut your marketing budget 17:05

29 weeks önce17:05

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It has been a challenging couple of years for many companies in the HR tech space – as many have struggled to hit revenue targets. There have been less buyers in the market. And those that are looking to make a purchase often take longer to decide. Revenue shortfalls can put companies in the position of having to make tough decisions to keep the business healthy – and that often means that marketing investments get put on the cutting block. But is slashing the marketing budget a smart move when growth is the mission? (00:00:21) The challenges faced by HR tech companies (00:01:15) The pressure on marketing budgets during revenue shortfalls (00:04:37) The potential consequences of deep cuts in marketing budgets on long-term growth (00:05:58) Identifying essential marketing programs before making cuts (00:08:13) Importance of continuous marketing (00:09:10) Companies that invest in marketing during downturns seeing better recovery (00:10:28) How to determine which marketing programs to cut strategically (00:12:24) Continuing to build brand awareness and trust for future sales (00:13:30) The potential negative impacts of cutting marketing programs on brand presence (00:15:16) Stay focused on maintaining market momentum The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…

1
How to leverage LinkedIn to reach more HR tech buyers 32:54

31 weeks önce32:54

32:54

Building brand awareness in the market can take many forms. One channel that has gained a lot of momentum is LinkedIn. If your buying audience hangs out on LinkedIn, it can be a prime marketing channel for your company. It can play a pivotal role in reinforcing and expanding your company’s brand. And it’s a way to consistently stay in front of potential HR technology prospects and clients – without feeling intrusive – which can build credibility and trust over time. (00:00:21) Why you should consider leveraging LinkedIn to reach HR tech buyers (00:01:51) Know your audience and consistently engage with them to grow your LinkedIn presence (00:05:29) Build a brand ambassador program with employees to expand company visibility (00:10:23) Quality, consistency and engagement matter to maximize reach (00:17:08) Leveraging the various content options on LinkedIn (00:21:08) Amplifying reach with paid campaigns (00:23:05) Understanding the account targeting options (00:25:47) The different types of paid campaign options The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…

1
Dialing in your marketing: The levers that impact results – marketing & sales alignment + sales processes 26:22

34 weeks önce26:22

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In past episodes, we’ve been digging into the 12 levers that we believe need to be dialed in around your marketing efforts to optimize results. In this 6th and final episode of the multi-part series, we are wrapping up with the final two levers: marketing & sales alignment AND sales processes. While the other levers are more directly owned by the marketing team, these last two go beyond the marketing team to encompass our friends on the sales team as well. You might be thinking these don’t belong on the list, but we felt we couldn’t skip talking about these last two levers, because quite frankly, if you don’t dial these in as well, your organization won’t be optimized for maximum success on the marketing front. (00:00:25) Overview of the 12 marketing levers you need to dial in to optimize marketing performance (00:01:02) The significance of marketing and sales alignment for organizational success (00:02:39) Common misalignment issues and the red flags (00:05:30) Conflict between Marketing's lead generation goals and Sales' quality concerns (00:07:56) Leadership's expectations for marketing to drive sales and the implications (00:09:01) You need higher converting leads for sales success (00:12:23) Getting Sales leadership buy-in (00:15:04) Clearly defining the roles of sales and marketing for better alignment (00:17:27) Governance over sales tools created by sales reps and creating a process (00:20:33) Analyzing win-loss trends to identify opportunities to improve sales and marketing tools (00:22:27) Supporting sales processes through content and collateral The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…

1
Dialing in your marketing: The levers that impact results – tactics + measurement 32:50

35 weeks önce32:50

32:50

In the ever-evolving landscape of marketing, it’s crucial to fine-tune every element to drive optimal performance. In previous episodes, we delved into the first eight essential marketing levers out of the 12 we believe need to be dialed in to optimize your marketing performance. On this episode, we're shifting our focus to the next two critical components: Tactics and Measurement. These elements are not just about execution; they are about precision and impact. By implementing strategic tactics and rigorous measurement practices, we can refine our approach, ensuring that every effort is aligned with our goals for sustained growth and success. (00:00:21) Exploring the 12 marketing levers and why they need to ALL be dialed in (00:02:04) The importance of effective marketing tactics to drive growth (00:03:44) The reality of the longer buying cycle and the necessity for more marketing touchpoints (00:06:14) Building an omnichannel approach to effectively reach diverse decision-makers (00:10:36) A need for tailored content strategies to engage multiple decision-makers (00:11:06) Exploring the 3 pillars of demand generation: strategy, content and distribution (00:18:21) Marketing measurement and the issues marketers face in evaluating program performance (00:21:06) The reliability of data and its impact on marketing performance evaluation (00:25:06) Importance of analyzing marketing data trends rather than just presenting raw numbers. (00:31:06) Suggestions for developing a comprehensive reporting mechanism The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…

1
Creating a new product category in a crowded market: Part 2 17:45

37 weeks önce17:45

17:45

With so many options in the HR tech market, standing out can be a daunting task, especially when your technology doesn't fit neatly into an existing category. But it’s clear that while building a new product category in HR tech or work tech is challenging, it can be also a strategic move that can lead to market leadership if done well. Listen in to part 2 of our conversation with Sam Kuhnle, Vice President of Marketing at HR tech company, Loxo . In this episode, we continue to dig into how the Loxo team made the decision to create a new product category, what their experience has been and why they’ve committed to a long-term marketing strategy to achieve their vision of big growth. (00:01:05) - Having a long-term mindset when declaring a new product category (00:01:59) - Loxo's strong product-market fit and the challenge of building awareness in a crowded market (00:05:46) - The shift from lead generation to demand generation (00:06:31) - The impact of changing buyer behaviors on marketing costs and sales cycles (00:10:32) - The time frame for seeing results and indicators of progress (00:14:16) - Aligning sales and marketing efforts to drive revenue and foster trust with prospects (00:17:00) - Evaluating if creating a new product category is the right move The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…

1
Creating a new product category in a crowded market: Part 1 20:56

38 weeks önce20:56

20:56

The HR tech market is extensive – with a lot of options to solve the big challenges. According to Sapient Insights, there are 7 established product categories in HR tech, with 55 application categories within the main product categories. But what do you do when your technology doesn’t fit clearly into an existing category? This is a question that a lot of marketers in this space grapple with. Some will tell you to build your own category and lead the way to domination. Others will tell you that trying to create a whole new category is a big mistake. So which answer is right? Listen in to this episode as we explore the topic with Sam Kuehnle, vice president of marketing at HR tech firm, Loxo – a company that decided to define and market a new product category within the market (00:00:20) - The challenges and risks of creating a new product category (00:02:00) - Sam Kuehnle’s background: From traditional advertising to digital marketing and demand gen (00:04:53) - Exploring the crowded and complex HR tech market (00:06:36) - Loxo's decision to create a new product category and the rationale behind it (00:10:41) - The challenges of building awareness for a new product category (00:13:34) - The need to win mindshare before market share – and educating the market (00:17:14) - The struggle of balancing immediate leads with playing the long game to build trust, credibility and relationships (00:18:12) - The reality of the slow initial growth and eventual rapid rise of a new product category The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…

1
Dialing in your marketing: The levers that impact results – brand identity + awareness and content 27:38

40 weeks önce27:38

27:38

Marketing is often described as a complex game with elusive success formulas, challenging marketers to cut through the noise and capture the attention of potential customers. This episode, part of a series exploring 12 essential marketing levers, focuses on two pivotal elements: brand identity and awareness, and content. Understanding and fine-tuning these components can significantly enhance the performance of marketing programs, offering valuable insights for companies striving to optimize their marketing strategies. Mastering brand identity and awareness, along with creating compelling content, are crucial steps in the journey toward marketing success. These levers, when properly adjusted, can drive impactful results and elevate a company's market presence. (00:43) - The importance of brand recognition (03:19) - Potential brand issues that can hinder your company’s success (13:31) - Creating a content strategy to align with the buyer's mindset and buying process (19:36) - Understanding the buyer's pain points and tailoring messaging to resonate better (20:34) - Assessing and categorizing existing content for strengths, gaps, and weaknesses (24:35) - Creating pillar content strategies and content loops that keeps the audience engaged (26:30) - The critical role of these marketing levers in driving optimal marketing results The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…

1
Dialing in your marketing: The levers that impact results – scale & contact database 28:51

41 weeks önce28:51

28:51

Marketing is a challenging game to play. And figuring out the magic formula to success is not an easy feat. As marketers, we’ve got a hard job: break through the clutter of a noisy market to get the attention of prospects and win them over. The reality is marketing is a very nuanced element of a company’s success. If just one component is not dialed in, it can throw everything off. That’s why we’ve defined 12 marketing levers to dial in. Each one plays a role in how your programs perform. In this episode, we talk about the importance of scale and the contact database in optimizing your company’s growth potential. (01:55) - Indicators and challenges of scaling marketing efforts within an organization (02:12) - Insufficient resources, budget constraints and time-consuming programs impact ability to scale (07:24) - Documenting standard operating procedures to systematize processes for rapid growth (16:21) - Considerations for building and implementing a marketing technology stack (18:46) - The importance of your contact database the potential pitfalls of neglecting it (21:15) - Challenges in organizing and cleaning up contact data – and what you need to consider (27:27) - The importance of assessing and adjusting all of the 12 marketing programs to optimize for success The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…

1
Selling AI in the HR tech market is a new frontier: Part 2 18:34

42 weeks önce18:34

18:34

AI isn't just a buzzword. Over the last year, it's become a pivotal component in almost every HR solution, with many companies integrating AI into their technology platform to enhance their offerings. Marketers are keenly positioning AI at the forefront of their strategies, hoping to capitalize on this trend to stand out in the highly competitive HR tech arena. However, amidst this rush, it's crucial to understand how HR tech buyers are reacting to these AI-driven narratives. Are they convinced by the promise of AI, or is there skepticism about its practical benefits? This episode is part 2 of a 2-part conversation where we dig in on this topic with Bennet Sung, fractional CMO at HR tech company, MeBeBot , to talk about how the market is responding to AI and what that means for the marketing approach. 01:10 - Buyer hesitation: AI solutions have a more complex and lengthy sales cycle 02:16 - CIOs and CISOs are getting involved in the purchase decision 06:39 - Marketers need to creating impactful marketing tools and a sales playbook to support the needs of buyers 14:12 - Helping HR teams understand where and how AI can provide value 17:24 - Focusing message positioning on addressing pain points to differentiate AI solutions The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…

1
Selling AI in the HR tech market is a new frontier: Part 1 23:03

43 weeks önce23:03

23:03

AI has been around for years, but it has really taken off in the last year within the HR tech market. It seems nearly every solution includes some level of AI baked into the capabilities. And many marketers are leading with this technology in their message positioning as everyone tries to ride this latest wave in the quest to win more market share in the very crowded HR tech landscape. But how are HR tech buyers responding to this positioning? And what makes this sale different from that of past HR tech solutions? This episode is part 1 of a 2-part conversation where we dig in on this topic with Bennet Sung, fractional CMO at HR tech company, MeBeBot , to talk about how the market is responding to AI and what that means for the marketing approach. 00:20 - Exploring the increasing use of AI in HR tech solutions and how marketers are positioning it 01:10 - The pivot in the sales experience when AI is at the heart of a solution 06:41 - The buying process now has delays in sales and the need for responsible AI governance 08:37 - The trust factor: The challenges of embracing a technology HR leaders don't fully trust 10:41 - The shift towards a co-led buying experience involving HR, the CIO, the CISO 13:38 - The ethical and legal considerations of implementing AI in HR – and what that means for the buying process 19:52 - Promoting a risk-free pilot program to help organizations understand AI The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…

1
Dialing in your marketing: The levers that impact results – strategy & budget 23:54

45 weeks önce23:54

23:54

Effective marketing is multifaceted, requiring dialed-in alignment across various components to truly optimize your demand generation programs. Each lever is a critical piece of the marketing puzzle, capable of transforming the results of your programs. If your company is struggling to meet revenue targets, it’s crucial to examine a series of 12 strategic levers we've pinpointed that influence performance and drive results. The 12 levers: Audience Positioning Strategy Budget Scale Contact database Brand identity + awareness Content Marketing tactics Marketing & sales alignment Sales processes Measurement Each lever needs to be dialed in to optimize your marketing. If just one is off, it can have a major impact on your ability to support your organization’s growth plans. So if you are looking for bigger results, it’s time to dig into each lever to determine where adjustments need to be made. In episode 58 of The Demand Gen Fix podcast, we talked about the 3rd and 4th levers – Strategy and Budget. In this episode we’re going to dig into the next 2 levers. And in future episodes we will cover the remaining 8 levers. The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com .…

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Create demand in the market to create high growth