912: Demand Generation and Growth Mode Marketing: Achieve Your Growth Goals and Crush Your Revenue Targets with Deanna Shimota

If you've never heard the term "B2B," you might be wondering what it means. B2B stands for business-to-business. It's a commercial environment and a complex ecosystem with several buyers, multiple touchpoints, and long sales cycles. To be successful, you must first understand your business, its distinctiveness, and its vision. What's better is if there is someone who can help you with your growth mission and practice demand generation. 

Deanna Shimota is the CEO of GrowthMode Marketing, a B2B marketing agency that specializes in demand generation. Today, Deanna discusses the differences between lead generation and demand generation, explaining how demand generation is a more effective long-term strategy for sustainable business growth. She weighs in on the importance of understanding your ideal customer profile, developing a unique point of view, and creating a content marketing strategy to attract and nurture your target audience.

Quotes

“Lead generation is very much the here and now, the short game. I'm trying to find leads, convince them to take a sales appointment with me, and convert them to buy now.” - Deanna Shimota

“Let's rethink the way we're approaching this. If this is your best content, and it's really good content, why are you putting obstacles in the way of the people you want to see it, read it, watch it, and listen to it? This is the stuff that convinces them to buy from you.” - Deanna Shimota

“Sometimes we need to take a step back and return to the basics of what works.” - Deanna Shimota

Takeaways

01:57 Demand generation is a more effective long-term strategy for sustainable business growth compared to the short-term focus of lead generation.

06:09 Narrowing down your ideal customer profile and developing a unique point of view are crucial first steps in building a successful demand generation program.

10:29 Distributing valuable content across the channels and platforms where your target audience is already engaging is key to attracting and nurturing potential customers.

17:32 Embracing a "sales rep-free" buying experience by usage of digital content and channels can help organizations stay ahead of evolving buyer preferences.

21:10 Striking the right balance between technology investments and foundational marketing practices is essential for scaling a business effectively.

Resources

Podcast: Play in new window | Download (Duration: 29:01 — 39.9MB) | Embed

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Filed in: Archive 4: 2020-2023 • Interview • Podcast

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