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The Demand Gen Fix

Business & Economics Podcasts

B2B buyer behavior is changing and traditional lead generation tactics just don’t work the way they used to. Enter demand generation - a strategy that caters to the way buyers actually want to buy. Join us for interesting conversation around how to create a catalyst for growth by building your company’s demand generation engine. This podcast is for HR technology marketers and leaders – as well as any other B2B marketer that is ready to break through the clutter of a crowded market and crush those revenue targets.

Location:

United States

Description:

B2B buyer behavior is changing and traditional lead generation tactics just don’t work the way they used to. Enter demand generation - a strategy that caters to the way buyers actually want to buy. Join us for interesting conversation around how to create a catalyst for growth by building your company’s demand generation engine. This podcast is for HR technology marketers and leaders – as well as any other B2B marketer that is ready to break through the clutter of a crowded market and crush those revenue targets.

Twitter:

@Growth_Mode

Language:

English

Contact:

651-447-4050


Episodes

Uncovering buying intent to win more new business

4/11/2024
With just 5% or less of B2B buyers in the market to buy at any given time, marketers need to get creative to drive leads and meet revenue goals. Your middle- and bottom-of-funnel prospects are the most likely audiences to have buying intent. Check out this episode for ideas on how to zero in on these prospects with informative content, nurture campaigns, targeted digital ads and more. Hear why marketers need a balanced strategy of short-term tactics that drive, and nurture leads with long-term brand-building that raises awareness with the other 95% of your total addressable market—your future buyers. 00:20 The challenges of reaching prospects in the high-tech industry 04:24 Why it’s important to balance short- and long-term strategies to meet revenue targets 09:06 Leverage content that attracts high-intent buyers 15:50 How to use intent data technology to identify companies that may be in market for specific solutions 18:25 Using nurture campaigns to identify buying intent 19:51 Digital advertising and retargeting that drives engagement 22:31 Why you need to establish credibility and trust before expecting prospects to engage 24:21 Balancing short-term lead tactics with a long-term marketing strategy 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.

Duration:00:25:18

How to gear your marketing programs to today’s HR tech buyer

4/3/2024
The GrowthMode team is hearing from many marketing leaders who say they’re struggling to figure out why their programs aren’t driving better results. The reasons can sometimes be more obvious to us because we have the luxury of looking at it from an outside-in perspective. While your internal team is naturally heads-down working hard to produce work that meets a multitude of needs. Listen to this episode to gain great insight on how to better align your approach to today’s HR tech buyer behaviors. Is your strategy on target? Find out now. 01:07 Gated content: How it impacts conversion rates 05:28 Slow lead pipeline: Creating content that’s more compelling and builds trust 09:45 Digital footprint: Why it needs to be robust to attract prospects 16:28 Converting leads: How to emphasize lead quality over quantity 17:29 Lead scoring: Identifying buying intent and why it can be challenging 19:57 Quality over quantity: Prioritizing quality builds a better pipeline 23:24 Rethinking your approach to drive better 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.

Duration:00:24:23

With fewer prospects buying HR technology right now, should you slash your marketing budget?

3/27/2024
For more than a year, there have been less prospects in the market to buy HR tech solutions. It’s estimated that only 1% of prospects are actively buying these days compared to the more typical 5%. And this trend isn’t showing signs of a rebound just yet. Maybe you’re asking yourself whether to slash your marketing budget. It’s a question we’ve been asked recently, and we think it’s something on a lot of leaders’ and marketers’ minds. Check out this this episode to hear our discussion on the trends, navigating this tougher selling environment and how to best support the long-term growth goals of your organization. 00:21 With less prospects buying, should your marketing investment change? 01:44 How the decrease of prospects is impacting the sales process 02:57 Highlights from the 2024 B2B Sales Benchmark Report on sales challenges and impact on quotas 04:46 Why the sales process is longer and win rates and deal values are down 09:18 Cutting back on marketing spend affects important long-term marketing programs 13:55 The role of marketing in building brand awareness, credibility and trust for future prospects 17:31 How to inform and influence internal decision makers about the importance of a long-term marketing mindset 18:47 Key takeaways and conclusion 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.

Duration:00:19:10

Taking creative risks with your marketing to stand out in the HR tech market | Part 2

3/20/2024
In part 2 of our conversation with Matt Torman, content marketing pro at work tech company, Brex, we continue exploring why moving away from marketing that attempts to be “everything to everyone” helps you breakthrough and standout in a crowded HR tech market. Listen now to learn why taking calculated, creative risks with a blend of innovative ideas and data-driven decision making is crucial in a content-saturated landscape. 00:55 Taking creative risks that stay true to your company’s brand 01:34 Why understanding and targeting your core audience is so important 05:15 Fears and challenges that prevent marketing teams from taking risks 12:23 Taking the time you need to create engaging, authentic content 14:52 How to create unique content that stands out and connects with your core audience 16:55 Why collaborating on ideas and gaining new perspectives fuels innovative strategies 17:31 Testing and learning how your marketing performs is a critical component 18:37 Making data-driven decisions and gaining leadership support 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.

Duration:00:19:45

Taking creative risks with your marketing to stand out in the HR tech market | Part 1

3/13/2024
In the very crowded HR and work tech space, too many marketers play it safe with their marketing campaigns. It creates a “sea of sameness” where businesses get lost in a multitude of messages across many different brands that blend and sound the same. Listen in to explore this topic with our guest and content marketing pro, Matt Torman. He’s the content marketing principal at Brex, an AI-powered spending platform that helps employees make smarter financial decisions for their employers. If your company is tied to a marketing approach that safely conforms, but you want to try pushing the envelope, this is a great episode for you! Taking risks can be scary, but listen as we talk through that together. See why focusing on breaking through can capture better results. 01:09 Learn why it’s essential to differentiate your business and solutions 02:43 The value of storytelling and using AI to support content creation 09:31 Why marketing to a broad audience is a common mistake 11:14 An example of a bold marketing campaign by Brex 17:16 Why making an emotional connection is a better way to speak to buyers’ pain points 21:05 How to transform surface-level messaging into content that digs deeper and resonates more with decision makers 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.

Duration:00:16:05

3 challenges that consistently hinder marketing performance at HR tech companies

3/5/2024
A lot of really good HR tech companies get lost in a crowded market. That’s because you’re vying for attention with more than 21,000 HR tech businesses selling technology platforms—with new start-ups joining the industry all the time. Listen to this episode to find out what three challenges consistently impede marketing outcomes and results for HR tech companies. Learn why positioning your business and solutions is at the heart of how to successfully gain traction. Because touting the same features and functionality as your competitors isn’t saying anything at all about your true differentiators. 01:09 Why it’s essential to differentiate your business and solutions 09:31 Why marketing to a broad audience is a common mistake 17:16 How to understand and make an emotional connection that speaks to buyers’ pain points 21:05 A look at surface-level messaging and how to dig deeper to connect with prospects 23:49 Why it’s important that your messages resonate with decision makers 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.

Duration:00:26:11

The product marketing perspective: Breaking through the crowded HR tech market

2/26/2024
The HR tech market is extremely crowded – and many brands get lost in the sea of sameness. Defining your differentiation is a critical step to breaking through the clutter. But how do you go about it? This is often the job of product marketing. Listen to this episode to hear from guest Noelle Bloomfield, senior director of product marketing at HR tech company, Gloat. We talk about the important role of product marketing in gathering market insights, aligning strategy and building out message positioning to differentiate form the competition. Hear why she believes a test and learn approach is important to ultimately creating more value for customers by constantly iterating based on market changes. 00:20 The important role of product marketing in the HR tech industry 01:17 Integrating product marketing and aligning with other teams 03:31 Quarterbacking the go-to-market journey to connect with buyers 08:00 How to stand out in a crowded market through differentiation 12:24 How to build a product marketing team designed to align with other teams 15:35 How to prioritize and focus 18:23 Why the buyer’s journey needs to be personal to connect more effectively 21:24 Continuous learning is key in product marketing 23:38 Why product marketing is a connector helping to drive better business 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.

Duration:00:25:34

Why it’s critical for marketing and sales to align on shifting buyer behavior

2/19/2024
Traditional sales processes that work a cold lead through a buyer journey defined by a HR tech businesses is fading fast. Prospects want to self-educate and be in control of their buying process and timeline. However, that doesn’t diminish the importance of the sales role and closing deals. But how and when you engage with buyers is a whole new ballgame. Collaboration and regular communication with sales on how demand generation marketing meets buyers on their timeline is key. Find out how to work with your sales team to identify opportunities to engage—near the end of the journey. Listen to this episode to hear about why creating synergies between marketing and sales can help you win more deals and build critical rapport. 01:02 The changing buyer landscape means marketing plays a bigger role in the purchase decision 01:17 Helping your sales team shift how and when they engage with buyers 02:51 How marketing can help support self-service buying behaviors 04:20 Why good content is so important 06:09 HR tech buyers are engaging with a sales rep much later in the decision process 13:36 How to build trust and connect with prospects 16:49 Creating a sales process that offers a better experience for HR tech prospects 18:03 Why sales and marketing alignment is critical in meeting prospects in a self-service journey 25:13 Help the sales team better understand how to effectively use marketing content 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.

Duration:00:28:57

Lead generation: Does it work anymore?

2/12/2024
Are you seeing the performance of your lead generation marketing efforts dip? As prospect buying behaviors evolve, many tried and true marketing methods aren’t driving the results they once did. We’re hearing it from fellow marketing colleagues and we’re experiencing it ourselves. In this episode, we talk through why gated content and more aggressive lead generation strategies aren’t as effective for prospects who want more control of the B2B buying process. Listen now to learn ways to adapt and improve your results. 00:57 Why traditional lead generation isn’t as effective anymore 01:14 Comparison of lead generation and demand generation strategies and a short-term vs. long-term approach 05:36 Why evolving prospect behavior is changing everything 10:43 How is demand generation marketing different? 14:40 The drawbacks of using lead capture forms with today’s prospects 16:34 How to use lead generation marketing as part of a demand generation strategy for more traction and growth 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.

Duration:00:17:51

Building your personal brand on LinkedIn to amplify your company's brand

2/5/2024
Building brand awareness in the market can take many forms – and it doesn’t always have to come with a big price tag. As an employee, you can help amplify your company’s brand to drive bigger brand awareness in the market. One way to become a brand ambassador for your company is to use your personal brand on LinkedIn to bolster your company's profile. It’s a way to consistently stay in front of potential prospects and clients – without feeling intrusive – which can build credibility and trust over time. So take the leap, invest time in your personal brand and turn it into an impactful marketing channel for your company. In this episode, Logan Mallory, Vice President of Marketing, joins us to talk about his experience driving greater brand awareness for his company, Motivosity. 00:21 Becoming a brand ambassador on LinkedIn 08:36 Defining your content strategy 10:20 Driving business and customer interactions 13:09 Becoming an example for other employees on building a personal brand 15:21 Building brand ambassadors across the company to amplify the company brand 17:33 Engaging with customers through social selling and creating a presence 18:37 Convincing executives to build their personal brands 22:24 Creating meaningful interactions 26:12 Being intentional about building your audience 33:32 Consistency is key 36:46 Focusing on engagement over impressions 37:15 Building credibility and trust 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.

Duration:00:38:05

The 3 pillars to building a demand generation engine that drives bigger growth

1/25/2024
You know that buying behaviors are changing, but are you aligning your sales and marketing strategies to meet prospects with the targeted content they want for a self-service experience? If not, remember that your competition is. And they’re just a click away. Listen to this episode to learn about both practical and revelatory ways to build a demand generation engine. Like this one: Narrowing your audience and targeting your content to a specific market or company type can help improve your market traction. Hear why it’s time to ramp up your demand generation efforts and how expert guidance can help set you on the path quicker. It’s how we help clients every day at GrowthMode Marketing. 00:20 Why creating a demand generation engine is so important for growth 01:53 The 3 pillars of demand generation: Strategy, content and distribution 03:23 Strategy: A hyper-focused plan for content and distribution 05:33 Content: The foundation for creating demand 06:23 Distribution: How to show up in the right place to reach your buyers 07:26 Target your ideal customer 11:04Differentiate from competitors with a unique point of view 15:03 Create a content marketing + demand generation plan 18:58 How to create and repurpose content for different channels 21:11 Why you should test and learn how your content performs 21:58 Optimize distribution efforts for content performance and audience engagement 23:17 Why you need a full funnel digital footprint 24:36 How content works to guide prospects through awareness and consideration 27:33 Build an audience with managed channels like podcasts, webinars and email campaigns 29:40 Expand your digital footprint with partnerships and third party channels 33:59 How to manage your demand generation program for continuous 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.

Duration:00:35:50

Create demand in the market to create high growth

1/3/2024
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.

Duration:00:26:56

Uncover the key to growth: Approaching marketing like an engineer

12/20/2023
Engineers analyze and solve problems using systematic, iterative processes. It’s an approach that avoids making costly assumptions. While many B2B marketers measure data to prove marketing program ROI, often the data doesn’t tell the whole story and can actually hinder the drive for results. Listen to this episode to hear guest Omer Maman, Vice President of Marketing at HR tech company, Healthee, and the GrowthMode team talk about why it makes sense to dig deeper into your data, especially in situations where the numbers don’t add up - like high lead volumes but missed revenue targets. Hear why approaching your marketing like an engineer by creating hypotheses, validating and making continuous adjustments can lead to uncovering the answers to what marketing programs truly drive the biggest results. 0:00:00 | Introduction 0:01:00 | The engineering mindset in marketing 0:03:11 | Importance of analyzing data beyond surface-level metrics 0:04:40 | Flaws in measuring MQLs and SQLs for marketing success 0:07:18 | Exploring additional data sources for a holistic view of marketing 0:08:55 | Misalignment between marketing and sales with MQLs 0:11:03 | Long-term strategic approach to marketing beyond lead generation 0:11:44 | The need for an omnichannel presence and multiple touchpoints 0:12:42 | The challenge of measuring tactics that can’t easily be measured 0:16:15 | Complexity of marketing and the need for a strong brand 0:18:09 | Considering multiple buyers and influencers in the decision-making process 0:19:23 | Challenges with lead scoring and the importance of real buying intent 0:23:30 | Applying an engineering mindset to marketing strategies 0:27:28 | Conclusion 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.

Duration:00:27:50

A confused brand limits market demand

12/12/2023
A brand that lacks consistency and clear positioning leads to a confused audience. And that makes it difficult for you to build awareness, trust and market demand with the HR tech buyer audience. Chris Outlaw, host of the Unified Brand Podcast, is our guest on this episode. He shares examples of “confused brands” and the impact it can have on audience perception. Listen now to learn how to build an authentic, successful brand and why consistency in your messages and imagery is so crucial. 0:01:22 | Importance of audience and customer personas 0:05:20 | The danger of trying to be everything to everyone 0:07:06 | The impact of brand personality on market perception 0:08:44 | The power of consistency in branding 0:10:31 | Red flags of a confused brand 0:11:20 | Lack of brand guidelines 0:13:10 | The Twitter rebrand to X is a case study in how not to do it 0:15:18 | Brand evolves with changes in market, competition and technology 0:17:27 | Steps to avoid confused brand: Audit, define brand, focus 0:18:31 | Look at your competition to understand positioning in the market 0:19:08 | Avoid “shiny object syndrome” and focus on uniqueness 0:20:23 | Brand matters in crowded HR tech industry 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.

Duration:00:20:45

Get started: Taking the first step to bigger marketing results

11/30/2023
Growth can be a hard-fought journey – especially in this economy. And sometimes it is hard to know where to even begin with amping up efforts to improve revenue results. In this episode, we are joined by fellow demand generation expert, Mary Keough, to talk about an initial step you can take to get on your way to the path that moves the needle and delivers bigger results through marketing to support your company’s growth mission. We talk about how taking a look back at your marketing programs and tying it back to outcomes will arm you with information to map out a go-forward plan that can help point you in the right direction. Listen now to learn tips to get bigger results and sustainable long-term growth. 00:01 | Introduction 01:44 | Why playing the marketing short game is a mistake 03:31 | The importance of focusing on the marketing long game 08:01 | Analyzing goals, strategy, and KPIs 09:43 | Qualitative data analysis 10:39 | Quantitative data analysis 13:18 | Example of a company not using their CRM effectively 19:27 | Analyzing data to determine where leads are coming from 22:06 | Revenue as the ultimate measure of marketing success 24:01 | Focusing on leads with buying intent 26:42 | Own the result and contribute to growth 28:24 | Stop ineffective marketing tactics and focus on what works 30:07 | User experience matters, make it easy for prospects 31:27 | Tie marketing programs to outcomes to improve results 31:46 | Conclusion 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.

Duration:00:32:08

How random acts of marketing limit growth potential

11/20/2023
The biggest threat to your growth and revenue goals is letting random acts of marketing dominate how your company goes to market. It’s the result of letting the loudest or most powerful voices win over a well-conceived plan that connects activities and executes a strategy backed by customer analysis and tested marketing methods. It's truly a trap you need to figure out how to get out of, which means addressing it with leaders who may be unwittingly derailing more strategic efforts. You need to offer rationale on why a more enlightened approach is the answer to driving better results. Luckily you’re here! In this episode we dig into how random marketing cycles devour precious time—and how to shift away from it. Listen now to hear insights from the GrowthMode team and grab some knowledge to help you build your case for a better way forward. 00:20 | Introduction 01:55 | Prioritize marketing activities based on strategy 03:36 | Why you need a strategic perspective when responding to requests 07:29 | Examples of random acts of marketing 08:33 | The impact of inconsistent execution and lack of scheduling 11:19 | The negative effects of switching direction 12:27 | Why you need consistency 15:32 | Reasons random acts of marketing happen 16:57 | The consequences 18:07 | How to eliminate this and refocus 19:32 | Key takeaway: Stay focused and intentional 19:44 | Conclusion 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.

Duration:00:20:04

Why glossing over the marketing strategy doesn’t work

11/10/2023
Do random acts of marketing have you bouncing off the walls? I think we’ve all been there. Chasing the next big thing that’s sure to be a game changer. But the reality is that approach sucks you into a cycle that leaves you with lackluster, disconnected marketing. It doesn’t help you build your brand, give you message consistency or clarity, nor does it create a program designed for long-term success. It’s also an expensive way to do business. Listen to this episode to hear the GrowthMode team talk about the many benefits of spending time judiciously on creating a strong strategy and how it sets you up for long-term sustainable growth. 00:01 Introduction 00:53 What happens when you operate without a marketing strategy 01:56 Falling into random acts of marketing and a lack of focus 05:27 Strategy detours lead to wasted time and money 07:19 No patience for strategy results in ineffective campaigns 09:43 Why an ideal customer profile, unique point of view and content marketing + demand generation plan are essential 14:10 Importance of repetition and multiple touchpoints 15:20 Creating a digital footprint to become your BEST sales rep 17:59 Importance of building a strategy before tactics 18:57 Conclusion 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.

Duration:00:19:13

Why demand generation + account based marketing is a powerful combination

10/27/2023
Demand generation marketing (engaging prospects) and account-based marketing (nurturing target accounts on a 1:1 level) are an incredibly powerful combination. Yet these approaches are rarely considered as strategies that work hand in hand. Join us as we explore this topic with our guest, Kristina Jaramillo, president of Personal ABM, to dig in on how to move high potential prospects through the buyer journey after they raise their hand by tailoring and personalizing their experience through more personalized nurturing. Listen now to learn ABM techniques that can be combined with your demand generation efforts to create a powerful combination that helps improve your potential to close large, lucrative deals. 00:01Introduction 01:12 What is ABM and how is it different from demand generation? 07:05 Why ABM programs underperform 09:43 Why it’s important to deliver better and more relevant experiences 15:24 ABM technology isn’t necessary for successful ABM implementation 18:59 ABM and demand generation can optimize each other's functions 22:12 Why demand generation is key for successful ABM implementation 22:18Why targeting the right accounts is important to ABM success 23:27 Prioritizing leads based on activities and intent triggers 24:40 Conclusion 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.

Duration:00:25:15

Are trade shows worth the investment?

10/19/2023
It’s fall trade show season—and a great time to evaluate your investment and performance in this marketing channel. What are the pros and cons of exhibiting at HR tech industry shows? How do you choose events that align to your target audience? How do you stand out from competitors? Listen to this episode to hear the GrowthMode team talk through important considerations including your strategy, how to magnify your presence and evaluate your ROI to determine if it is worth including in your marketing mix or not. There are so many considerations when it comes to trade shows and your exhibition calendar. Check out the episode now for help thinking through what to attend—or skip—to make decisions that maximize your success. 00:01 Introduction 03:06 Do trade shows have a positive ROI? Reviews are mixed 07:53 Drawbacks including costs and decision maker reach 09:58 Difficulty in standing out from other booths 12:02 Buyer’s perspective at trade shows 16:32 Evaluating the attendee draw 19:31 Determining ROI and sales team excitement post-event 21:01 Benefits of attending trade shows with the right audience 24:57 Pre-, during, and post-marketing strategy 25:32 Long-term nurture strategy for trade show leads 26:59 How to assess value before investing in trade shows 27:01 Conclusion This podcast is hosted by GrowthMode Marketing. Learn more about us at www.growthmodemarketing.com. 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.

Duration:00:27:22

Driving revenue growth through 3rd-party audiences

10/11/2023
Using third party channels to reach your ideal customers where they already hang out is a no brainer, right? Yes! But, like anything in your demand generation long game, building brand awareness and credibility with 3rd-party audiences won’t happen overnight. In this episode, Zach Jones, chief revenue officer at TechnologyAdvice joins us to share his insights into the importance of incorporating 3rd-party channels into your strategy that, over the long-term, builds bigger brand awareness, credibility – and ultimately demand for your products and services. Listen now to find out how to make smart decisions about syndicating content with channels that are a good match to reach companies that fall into your ideal customer profile. 00:01 Introduction 01:21 How 3rd-party channels can help you reach your ideal customers 02:39 Building an audience and credibility through 3rd-party channels 07:02 The challenges with 3rd-party channels 11:41 Setting expectations for the marketing investment 14:15 Converting leads and creating long-term pipeline 16:59 Nurturing leads and treating them differently based on intent 20:36 Evaluating vendors based on audience relevance 23:36 Having deeper level conversations around performance metrics 24:25 A client success story: A long-term partnership 28:02 Balancing short- and long-term strategies in demand generation 29:49 The use of intent to solve bottom-of-funnel challenges 30:59 Conclusion 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.

Duration:00:31:22