Women in Tech Series: Erica Lanyon, Demand Gen Leader shares the meaning of digital body language.

Global Tech Leaders' Podcast

Oct 4 2022 • 36 mins

Welcome to the Women in Tech Series from the Global Tech Leaders Podcast. Today we are speaking to Erica Lanyon, a marketing leader and a growing market demand gen specialist in B2B marketing. She has been a consultant in corporate marketing for most of her career, enabling her to identify the right prospects in the right markets and engage with them along the customer-buying journey. She has a knack for building marketing departments from the ground up and transforming them into accountable, revenue-generating centres of excellence. Specialising in demand generation, marketing automation, campaign management, building & maintaining lead scoring models, and closed loop reporting to name a few.

We kick off by asking Erica to share her career journey so far and what has led her to where she is today.

  • Lives in a Tech hub.
  • Started from rock bottom.
  • Utilise brest practices.
  • The best marketers of the time.

Then we ask Erica how she feels things have changed in the marketing world since she first started.

  • Cost centre.
  • Pretty websites and brochures.
  • Marketing automation.
  • A seat at the table.
  • The buyer's journey changes.
  • Digital body language.
  • C-level marketers.

Next, we ask Erica how has she found selling accountability.

  • The transition from traditional marketing to modern marketing.
  • The future of modern marketing.

Then we ask Erica what is the difference between lead generation and demand generation.

  • Qualify.
  • What does it mean to you?
  • Market demand.
  • Target the right audience.

In terms of personas, we ask Erica if they still matter.

  • It does.
  • Understand their world.
  • The way you talk will be different.
  • B2C is a different beast.

Then we ask Erica, what challenges has she faced as a women leader in Tech.

  • Quality and diversity.
  • The only female in the room.
  • Slow starting to change.
  • Women are a fit.
  • Conversations.
  • Companies are making the shift.

Next, we ask Erica, who inspires her.

  • Executive Coach.
  • Integrity.

Lastly, we ask Erica if there is any gadget or tool that she can't live without.

  • Her husband.
  • Coach and mentor.
  • Soundboard.
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