The Demand Gen Fix

GrowthMode Marketing

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.

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Episodes

Uncovering buying intent to win more new business
4d ago
Uncovering buying intent to win more new business
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.
With fewer prospects buying HR technology right now, should you slash your marketing budget?
Mar 27 2024
With fewer prospects buying HR technology right now, should you slash your marketing budget?
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 conclusionThe 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.
Taking creative risks with your marketing to stand out in the HR tech market | Part 1
Mar 13 2024
Taking creative risks with your marketing to stand out in the HR tech market | Part 1
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 creation09:31  Why marketing to a broad audience is a common mistake11:14  An example of a bold marketing campaign by Brex17:16  Why making an emotional connection is a better way to speak to buyers’ pain points21:05  How to transform surface-level messaging into content that digs deeper and resonates more with decision makersThe 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.
The product marketing perspective: Breaking through the crowded HR tech market
Feb 26 2024
The product marketing perspective: Breaking through the crowded HR tech market
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 industry01:17   Integrating product marketing and aligning with other teams03:31   Quarterbacking the go-to-market journey to connect with buyers08:00   How to stand out in a crowded market through differentiation12:24   How to build a product marketing team designed to align with other teams15:35   How to prioritize and focus18:23   Why the buyer’s journey needs to be personal to connect more effectively21:24   Continuous learning is key in product marketing23:38   Why product marketing is a connector helping to drive better business resultsThe 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.
Why it’s critical for marketing and sales to align on shifting buyer behavior
Feb 19 2024
Why it’s critical for marketing and sales to align on shifting buyer behavior
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 decision01:17   Helping your sales team shift how and when they engage with buyers02:51   How marketing can help support self-service buying behaviors04:20   Why good content is so important06:09   HR tech buyers are engaging with a sales rep much later in the decision process13:36   How to build trust and connect with prospects16:49   Creating a sales process that offers a better experience for HR tech prospects18:03   Why sales and marketing alignment is critical in meeting prospects in a self-service journey25:13   Help the sales team better understand how to effectively use marketing contentThe 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.
Building your personal brand on LinkedIn to amplify your company's brand
Feb 5 2024
Building your personal brand on LinkedIn to amplify your company's brand
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 LinkedIn08:36   Defining your content strategy10:20   Driving business and customer interactions13:09   Becoming an example for other employees on building a personal brand15:21   Building brand ambassadors across the company to amplify the company brand17:33   Engaging with customers through social selling and creating a presence18:37   Convincing executives to build their personal brands22:24   Creating meaningful interactions26:12   Being intentional about building your audience33:32   Consistency is key 36:46   Focusing on engagement over impressions37:15   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.
The 3 pillars to building a demand generation engine that drives bigger growth
Jan 25 2024
The 3 pillars to building a demand generation engine that drives bigger growth
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 growth01:53 The 3 pillars of demand generation: Strategy, content and distribution03:23 Strategy: A hyper-focused plan for content and distribution05:33 Content: The foundation for creating demand06:23 Distribution: How to show up in the right place to reach your buyers07:26 Target your ideal customer 11:04Differentiate from competitors with a unique point of view15:03 Create a content marketing + demand generation plan 18:58 How to create and repurpose content for different channels21:11 Why you should test and learn how your content performs 21:58 Optimize distribution efforts for content performance and audience engagement23:17 Why you need a full funnel digital footprint24:36 How content works to guide prospects through awareness and consideration27:33 Build an audience with managed channels like podcasts, webinars and email campaigns29:40 Expand your digital footprint with partnerships and third party channels33:59 How to manage your demand generation program for continuous successThe 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.
Create demand in the market to create high growth
Jan 3 2024
Create demand in the market to create high growth
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 growth0:03:38 | The need to balance demand creation and demand capture programs0:05:37 | The vast majority of the market isn’t buying right now0:06:43 | Why building brand awareness and trust is critical0:08:29 | The risk of relying solely on demand capture programs0:10:12 | The cycle of panic when revenue falls short0:11:19 | The challenge of uncovering leads without prior demand creation efforts0:15:10 | Differentiate between demand creation and demand capture programs0:20:18 | Convincing prospects who aren’t in-market to buy is unlikely0:21:25 | Plant seeds, capture consideration and convince with targeted marketing0:24:53 | Building a demand generation engine leads to better results0:25:39 | Focusing on getting more hand raisers instead of chasing leads0:26:10 | 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.
Uncover the key to growth: Approaching marketing like an engineer
Dec 20 2023
Uncover the key to growth: Approaching marketing like an engineer
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 | Introduction0:01:00 | The engineering mindset in marketing0:03:11 | Importance of analyzing data beyond surface-level metrics0:04:40 | Flaws in measuring MQLs and SQLs for marketing success0:07:18 | Exploring additional data sources for a holistic view of marketing0:08:55 | Misalignment between marketing and sales with MQLs0:11:03 | Long-term strategic approach to marketing beyond lead generation0:11:44 | The need for an omnichannel presence and multiple touchpoints0:12:42 | The challenge of measuring tactics that can’t easily be measured0:16:15 | Complexity of marketing and the need for a strong brand0:18:09 | Considering multiple buyers and influencers in the decision-making process0:19:23 | Challenges with lead scoring and the importance of real buying intent0:23:30 | Applying an engineering mindset to marketing strategies0:27:28 | ConclusionThe 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.
A confused brand limits market demand
Dec 12 2023
A confused brand limits market demand
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 personas0:05:20 | The danger of trying to be everything to everyone0:07:06 | The impact of brand personality on market perception0:08:44 | The power of consistency in branding0:10:31 | Red flags of a confused brand0:11:20 | Lack of brand guidelines0:13:10 | The Twitter rebrand to X is a case study in how not to do it0:15:18 | Brand evolves with changes in market, competition and technology0:17:27 | Steps to avoid confused brand: Audit, define brand, focus0:18:31 | Look at your competition to understand positioning in the market0:19:08 | Avoid “shiny object syndrome” and focus on uniqueness0:20:23 | 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.
Get started: Taking the first step to bigger marketing results
Nov 30 2023
Get started: Taking the first step to bigger marketing results
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 | Introduction01:44 | Why playing the marketing short game is a mistake03:31 | The importance of focusing on the marketing long game08:01 | Analyzing goals, strategy, and KPIs 09:43 | Qualitative data analysis10:39 | Quantitative data analysis13:18 | Example of a company not using their CRM effectively19:27 | Analyzing data to determine where leads are coming from22:06 | Revenue as the ultimate measure of marketing success24:01 | Focusing on leads with buying intent26:42 | Own the result and contribute to growth28:24 | Stop ineffective marketing tactics and focus on what works30:07 | User experience matters, make it easy for prospects31:27 | Tie marketing programs to outcomes to improve results31:46 | 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.
How random acts of marketing limit growth potential
Nov 20 2023
How random acts of marketing limit growth potential
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 | Introduction01:55 | Prioritize marketing activities based on strategy03:36 | Why you need a strategic perspective when responding to requests07:29 | Examples of random acts of marketing08:33 | The impact of inconsistent execution and lack of scheduling11:19 | The negative effects of switching direction12:27 | Why you need consistency15:32 | Reasons random acts of marketing happen16:57 | The consequences18:07 | How to eliminate this and refocus19:32 | Key takeaway: Stay focused and intentional 19:44 | ConclusionThe 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.
Why glossing over the marketing strategy doesn’t work
Nov 10 2023
Why glossing over the marketing strategy doesn’t work
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 Introduction00:53 What happens when you operate without a marketing strategy 01:56 Falling into random acts of marketing and a lack of focus05:27 Strategy detours lead to wasted time and money07:19 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 essential14:10 Importance of repetition and multiple touchpoints 15:20 Creating a digital footprint to become your BEST sales rep17:59 Importance of building a strategy before tactics18:57 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.
Why demand generation + account based marketing is a powerful combination
Oct 27 2023
Why demand generation + account based marketing is a powerful combination
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.  00:01Introduction01:12 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 implementation18:59 ABM and demand generation can optimize each other's functions22:12 Why demand generation is key for successful ABM implementation22:18Why targeting the right accounts is important to ABM success23:27 Prioritizing leads based on activities and intent triggers24:40 ConclusionThe 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.
Are trade shows worth the investment?
Oct 19 2023
Are trade shows worth the investment?
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 Introduction03:06 Do trade shows have a positive ROI? Reviews are mixed07:53 Drawbacks including costs and decision maker reach09:58 Difficulty in standing out from other booths12:02 Buyer’s perspective at trade shows16:32 Evaluating the attendee draw19:31 Determining ROI and sales team excitement post-event21:01 Benefits of attending trade shows with the right audience24:57 Pre-, during, and post-marketing strategy 25:32 Long-term nurture strategy for trade show leads26:59 How to assess value before investing in trade shows27:01 ConclusionThis 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.
Driving revenue growth through 3rd-party audiences
Oct 11 2023
Driving revenue growth through 3rd-party audiences
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 Introduction01:21 How 3rd-party channels can help you reach your ideal customers02:39 Building an audience and credibility through 3rd-party channels07:02 The challenges with 3rd-party channels11:41 Setting expectations for the marketing investment14:15 Converting leads and creating long-term pipeline16:59 Nurturing leads and treating them differently based on intent20:36 Evaluating vendors based on audience relevance23:36 Having deeper level conversations around performance metrics24:25 A client success story: A long-term partnership28:02 Balancing short- and long-term strategies in demand generation29:49 The use of intent to solve bottom-of-funnel challenges30:59 ConclusionThe 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.