Explore every episode of the podcast Demand Gen Studio

Buyer intent data helps you understand which prospects are actively researching solutions, showing buying behaviors, or moving through their buying journey.

It gives marketing and sales teams the ability to prioritize the right opportunities, personalize outreach, and ultimately generate more pipeline.

In this episode, we explore six practical ways to leverage buyer intent data to generate more pipeline and enhance your marketing strategies.

00:00 Intro

08:15 Sales Outreach

12:30 Improve Paid Media Targeting

16:53 Personalize Messaging

21:23 Build Smarter Retargeting Campaigns

25:31 Align Marketing and Sales

35:48 Inform Market Interest

40:59 Tips to Get Started This Quarter

In this episode, we break down how B2B marketers can identify and reach the key decision makers that actually influence purchase decisions.

We cover how buying committees work, why messaging should be tailored by role, when to use CRM-built audiences versus native platform targeting, and what high-performing companies do to generate quality pipeline from paid media.

If you’re trying to improve targeting, alignment, and pipeline outcomes, this session gives you a practical framework to start with.

00:00 Intro

04:29 Buying Roles

07:55 SMB's vs Enterprise

10:50 Messaging by Role

13:58 Audience Targeting & ICP Lists

20:39 Pipeline, Alignment, & Takeaways

Enhance your B2B marketing strategy by understanding how account-based marketing (ABM) and demand generation can be used synergistically. This episode breaks down the evolution of ABM, its integration with demand gen, and practical tips for aligning sales and marketing efforts.

00:00 Intro

06:36 What Modern ABM Looks Like

10:34 How Technology is Reshaping ABM Strategies

15:10 How Demand Gen and ABM Work Together

25:19 ABM Beyond Acquisition

30:06 When ABM Makes Sense - and When it Doesn't

 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about paid search → https://www.boundify.io/blog/search-type-campaigns-that-every-b2b-marketer-should-know

 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

Explore effective niche channels beyond LinkedIn for B2B marketing. Learn where to engage your audience meaningfully and stand out in a crowded landscape.

00:00 Exploring Beyond LinkedIn for B2B Growth

06:34 Defining Niche Channels in B2B Marketing

10:18 Leveraging Forum-Based Platforms for B2B

18:37 Unlocking the Potential of YouTube for B2B

19:26 The Power of YouTube as a Search Engine

24:16 The Shift to Connected TV Advertising

30:46 Branding vs. Performance in Digital Advertising

34:28 Assessing the Right Platform for Your Audience

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about paid search → https://www.boundify.io/blog/search-type-campaigns-that-every-b2b-marketer-should-know

📞 Book a Free Strategy Call: https://www.boundify.io/lets-talk

Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

Leveraging pillar content with a repeatable framework can greatly help small, B2B teams struggling to produce content regularly. In this episode we explore the concept of pillar content and its role in content strategy.

We discuss how to develop in-depth, long-form content that acts as a foundation, strategies for repurposing content across multiple channels, and using AI tools to streamline content production and editing.

00:00 Intro

01:00 What is Pillar Content

01:49 Why it's Helpful for B2B

07:55 Our Pillar Content Framework

20:40 Content Branches & Distribution Channels

28:05 AI Uses & Best Practices

36:09 Tips to Get Started

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about paid search → https://www.boundify.io/blog/search-type-campaigns-that-every-b2b-marketer-should-know

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

In this episode of Demand Gen Studio we discuss how to transform B2B websites into effective demand generation engines.

We explore common signs that indicate a website is functioning more like a brochure than a sales tool, the importance of understanding visitor engagement, and the impact of AI on website functionality.

00:00 Intro

03:03 Is Your Website a Brochure

04:28 Trust Signals Every B2B Website Needs

09:32 Is Your Website Generating Demand

13:19 Assessing Real User Sessions

17:31 AI Sessions and the Future of SEO

29:42 Wrap-up

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about paid search → https://www.boundify.io/blog/search-type-campaigns-that-every-b2b-marketer-should-know

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

In this episode of Demand Gen Studio we discussed a common but critical question for B2B marketers: How does branding influence demand generation? While many prioritize immediate demand metrics, understanding the long-term benefits of branding can significantly enhance your marketing strategy.

00:00 Intro

00:41 Branding vs Demand

04:23 Brand in a B2B Context

07:22 Brand as Market Perception

10:25 Brand as Category Positioning

15:34 Brand for Trust Building and Risk Reduction

21:57 How Brand Impacts Demand

26:45 Measuring brand's Impact on Demand

30:28 Finals Thoughts and Takeaways

🔗 Episode Resources:

- Learn more about B2B demand generation → ⁠⁠https://www.boundify.io/blog⁠⁠

📞 Book a Free Strategy Call:

⁠⁠https://www.boundify.io/lets-talk⁠⁠

🎥 Subscribe to Demand Gen Studio on your favorite platform: ⁠⁠https://www.boundify.io/demand-gen-studio⁠⁠

👤 Connect with us on LinkedIn: ⁠⁠https://www.linkedin.com/company/boundify/

In this episode of Demand Gen Studio, we break down how B2B companies should get started with social media, focusing on one of the most misunderstood decisions: Organic vs. Paid.

Rather than treating social media as a posting channel, we explore why social media matters in B2B, how it helps build trust and credibility, and how to choose the right approach depending on your stage, resources, and demand goals.

0:00 Intro

1:30  Understanding Organic vs. Paid Social Media

2:26  Importance of Social Media Presence for B2B

4:54 Building Trust and Authenticity on Social Media

7:15 Strategies for Organic Social Media

16:03  Getting Started with Organic Social Media

21:40 When to Start with Paid Social Media

📞 Book a Free Strategy Call:⁠https://www.boundify.io/lets-talk⁠

🎥 Subscribe to Demand Gen Studio on your favorite platform: ⁠https://www.boundify.io/demand-gen-studio

⁠👤 Connect with us on LinkedIn: ⁠https://www.linkedin.com/company/boundify/

In this episode of Demand Gen Studio, we discussed how to set up effective Google Ad campaigns for B2B companies. We explore the fundamental differences between B2B and B2C advertising, including the importance of understanding the unique challenges and opportunities within the B2B space.

The discussion covers key strategies for campaign setup, aligning your offer, messaging, and audience targeting to optimize ad performance, and other practical tips for marketers looking to enhance their Google Ads strategies in the B2B sector.

00:00 Intro

01:38 Differences Between Google Ads for B2B vs B2C

09:26 Campaign Types for B2B

10:21 High Intent

20:03 Bidding for Your Brand

25:21 Bidding for Your Competitor's Brand

27:50 Adjacent Demand

34:27 Three Pillars of an Effective Campaign

47:45 Optimizing Your Campaigns

🔗 Episode Resources:

- Learn more about B2B demand generation → ⁠https://www.boundify.io/blog⁠

- Learn more about Google Ad Campaigns for B2B → https://www.boundify.io/blog/how-to-set-up-your-google-ad-campaigns-effectively

📞 Book a Free Strategy Call:

⁠https://www.boundify.io/lets-talk⁠

🎥 Subscribe to Demand Gen Studio on your favorite platform: ⁠https://www.boundify.io/demand-gen-studio⁠

👤 Connect with us on LinkedIn: ⁠https://www.linkedin.com/company/boundify/

In this episode of Demand Gen Studio, we sat down with Chris Silvestri, founder of Conversion Alchemy, to discuss the intersection of AI and marketing.

Chris shares his journey from software engineering to founding Conversion Alchemy, emphasizing the importance of research and understanding customer behavior.

The conversation explores synthetic research, the challenges of traditional customer research, and how AI can enhance marketing strategies. Chris also provides insights into practical customer research tools and the role of positioning in marketing.

00:00 Background & Career Journey

05:45 Conversion Alchemy

09:36 Leveraging AI for Synthetic Research

13:48 Practical Applications of Synthetic Research

21:10 Tools for AI Customer Research

25:10 Using AI for Positioning

30:15 Structuring Research for AI

43:14 Advice for Using AI in Copywriting

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about AI for Customer Research → https://www.boundify.io/blog/ai-powered-customer-research-message-strategy-with-chris-silvestri

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

In this episode of Demand Gen Studio, we sat down with Aaron Schuhmann from QC Growth, focusing on demand generation from a founder's perspective.

We discussed the transition from B2C to B2B marketing, the importance of understanding sales functions in startups, and how to identify customer pain points.

00:00 Intro & Career Journey

06:49 Transition from B2C to B2B

10:54 Challenges & Strategies for Early Stage Startups

23:39 The Importance of Outbound Sales

32:30 Setting Up Sales Processes for Smaller Teams

37:41 Consistency in Marketing & Sales Processes

42:08 Identifying & targeting Ideal Customers

48:06 Final Thoughts & Recommendations

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about Founder-led Demand Gen → https://www.boundify.io/blog/founder-led-demand-generation-with-aron-schuhmann

📞 Book a Free Strategy Call: https://www.boundify.io/lets-talk

 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

In this episode of Demand Gen Studio, we explore the role of infrastructure in demand generation and marketing success with Harmony Anderson, VP of Growth and Marketing at Superhuman.

We discussed the critical influence of operations on marketing, the necessity of early infrastructure investment, and the challenges of building customer-centric organizations. Harmony also highlighted the impact of AI on customer success and the evolving role of brand in marketing strategy. Hope you enjoy!

00:00 Introduction & Career Journey

03:11 The Importance of Operations in Demand Gen

07:11 Customer-centric Growth Strategies

15:33 Leveraging AI for Customer Success

20:07 Attribution & Team Collaboration

24:38 The Role of Brand in Marketing

27:49 Product Marketing & Market Influence

32:40 Defining Ideal Customer Profiles

38:30 Marketing Strategies for AI Products

39:24 Final Thoughts

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about customer-centric strategies → https://www.boundify.io/blog/building-an-infrastructure-for-growth-with-harmony-anderson

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

In this episode, we explore common pitfalls B2B marketers face in demand generation. We discuss the importance of aligning marketing efforts with revenue goals, the nuances of defining an ideal client profile, and the critical role of buyer behavior in campaign success.

Watch the full episode for actionable insights and strategies to refine your marketing approach and drive meaningful business outcomes.

00:00 Introduction

02:15 Mistake 1: Optimizing for MQLs Over Revenue

05:30 The Importance of Business Outcomes

08:45 Aligning Marketing Metrics with Business Goals

12:00 Mistake 2: Static ICP Definitions

15:20 Behavioral Targeting in Marketing

18:40 Reviewing and Auditing ICP Definitions

22:00 Mistake 3: Launching Ads Without Research

25:30 Creating Effective Ad Copy

28:50 The Role of Buyer Research in Ad Campaigns

32:10 Conclusion

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about common demand gen mistakes → https://www.boundify.io/blog/demand-generation-mistakes-marketers-make-and-how-to-fix-them

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

In this episode of Demand Gen Studio, we discuss how to effectively leverage video marketing for B2B demand generation by aligning content with the buyer's journey and maximizing content distribution.

0:00 The Rise of Video Marketing in B2B

10:07 Understanding the Conversion Funnel

19:59 Video Strategies for Funnel Stages

23:50 The Power of Video in B2B Marketing

25:11 Creating Pillar Content

30:54 Getting Started with Video Production

38:38 Key Takeaways

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about video marketing → https://www.boundify.io/blog/how-to-leverage-video-marketing-to-drive-b2b-demand

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

In this episode of Demand Gen Studio, we discussed an important topic for modern marketers: which B2B demand generation metrics truly matter. While some numbers may look impressive on paper, not all of them influence strategic decisions.

This discussion focuses on distinguishing between vanity metrics and the KPIs that actually drive alignment between marketing, sales, and executive teams, ultimately guiding smarter business decisions.

00:00 Intro

00:41 Overview of Demand Gen Metrics

01:18 Decision-Worthy Metrics for B2B

06:25 Vanity Metrics vs. Actionable Metrics

13:44 Importance of Pipeline Metrics

31:06 Tools for Tracking Demand Gen Metrics

38:23 Conclusion

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about demand gen metrics → https://www.boundify.io/blog/b2b-demand-gen-metrics-that-drive-business-growth

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

In this episode of Demand Gen Studio, we explored the complexities of lead management and the distinctions between prospecting and qualification.

We covered both inbound and outbound marketing strategies, the roles of marketing and sales teams, and the significance of having a unified definition of leads.

The discussion highlights the necessity for team alignment, effective success measurement, and strategies to enhance both efficiency and effectiveness in lead management processes.

Hope you enjoy!

00:00 Introduction to Lead Management

04:36 Understanding Lead Qualification vs. Prospecting

12:03 The Role of Marketing and Sales Teams

18:07 Inbound vs. Outbound Efforts

25:16 Measuring Success in Lead Management

29:01 Improving Efficiency and Effectiveness

36:43 Conclusion and Key Takeaways

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about prospecting vs qualification → https://www.boundify.io/blog/prospecting-vs.-qualification-in-lead-management

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

In this episode of Demand Gen Studio we sat down with SEO expert Tim Lowry, founder of TipTop Search and Marketing.

Tim shares insights from his decade of experience working with e-commerce and B2B clients, diving into the evolving landscape of SEO and the disruptive influence of AI on search behavior.

Tim introduced us to the C.L.A.R.I.T.Y Framework that he developed as a way for marketers and businesses to stay ahead of these transformative changes.

Hope you enjoy!

00:00 Introduction

02:07 Today's SEO Landscape and the C.L.A.R.I.T.Y Framework

16:20 C - Crawl

20:57 L - Learn

23:16 A - Analyze

27:52 R - Respond

30:44 I - Integrate

34:58 T - Train

41:31 Y - Yield

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about optimizing for LLM's → https://www.boundify.io/blog/using-the-c.l.a.r.i.t.y-framework-for-llm-optimization-with-tim-lowry

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

In this episode of Demand Gen Studio we discuss the evolution of the B2B buying journey and how it has changed over the years due to increased buyer empowerment and access to information.

We explore the complexities of the modern buyer's decision-making process, the importance of understanding buyer behavior, and strategies for marketers to meet the expectations of today's informed buyers.

We provide practical tips and takeaways for new marketers to effectively implement the buying journey into their strategies. Hope you enjoy!

00:00 Introduction to the B2B Buying Journey

04:14 The Evolution of the B2B Buying Journey

09:12 Understanding Modern Buyer Behavior

21:48 Strategies for Meeting Modern Buyer Expectations

28:49 Future Predictions for B2B Buying

33:01 Practical Tips for New Marketers

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about B2B buying journey → https://www.boundify.io/blog/the-evolution-of-the-b2b-buyer-journey

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

In this episode of Demand Gen Studio we were joined by Grain's CEO, Jeff Whitlock, and Growth Marketer, Cameron Walker.

Grain is an innovative platform focused on sales intelligence and AI-powered note-taking, helping teams streamline their workflows and enhance collaboration.

Jeff shared his journey in startups and Grain's evolution, as well as its demand generation strategies and what he predicts for the future of SEO and marketing.

We hope you enjoy!

0:00 Introduction to Grain and its Team

2:14 The Evolution of SEO

6:39 Content Distribution & Brand Exposure

10:36 Attribution Challenges in Marketing

14:03 Growth Strategies

18:22 Investor Influence on Marketing Decisions

19:39 Aligning Product Features with Target Audience

22:46 Category Creation vs Category Attachment

26:02 Skills for New Marketers

28:46 The Role of AI in Customer Support

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about AI transcript platforms → https://www.boundify.io/blog/the-future-of-marketing-with-jeff-whitlock-grain

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

In this episode of Demand Gen Studio, we sat down with Kris Rudeegraap, CEO of Sendoso, about the role of gifting in demand generation. Sendoso is an AI-Enhanced gifting and direct mail automation platform founded to automate corporate gifting and direct mail.

We discussed the importance of personalizing gifts to create meaningful impressions, and how gifting can complement digital marketing strategies. Kris shares his insights on cost considerations, the effectiveness of combining channels, and actionable strategies for implementing gifting in marketing and sales efforts.

We hope you enjoy!

0:00 Introduction

1:09 The Birth of Sendoso

4:42 The Role of Gifting in Brand Awareness

10:55 Combing Digital & Physical Marketing Strategies

16:11 Cost Considerations in Gifting

20:09 Actionable Insights to Implement Gifting

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about gifting strategies → https://www.boundify.io/blog/the-role-of-gifting-in-demand-generation-with-kris-rudeegraap

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

In this episode of Demand Gen Studio, we sat down with Jon Itkin from In the Kitchen. Discover how effective brand positioning and messaging can drive demand for growth-stage B2B tech companies.

0:00 Intro & Jon's Career Journey

5:51 Common Pitfalls in Positioning

6:50 The CEO's Role in Messaging

12:14 The Power of Brand Positioning

18:17 Understanding Buyer Triggers

24:08 Reverse Engineering the Buying Journey

26:47 Leveraging AI for Buyer Insights

28:15 Common Positioning and Messaging Issues

37:31 Messaging Strategy Tips

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about brand positioning → https://www.boundify.io/blog/the-power-of-brand-positioning-for-building-demand-with-jon-itkan

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

In our most recent episode of Demand Gen Studio, we had the privilege of sitting down with Joseph Poschel, Lifecycle Marketing Manager at Lima One Capital. We discussed Joseph's career journey in marketing, insights into the B2B and B2C marketing strategies used in the financial sector, the importance of being platform-agnostic and focusing on marketing behaviors rather than getting caught up in the tools, as well as the future of demand generation and B2B marketing. Hope you enjoy!

0:00 Introduction & Joseph's Career Journey

7:47 Marketing & Sales Enablement Strategies in the Financial Sector

19:46 Hubspot vs. Salesforce

24:44 Developing Platform-Agnostic Strategies

36:51 Underutilized Hubspot or Salesforce Feature

39:28 Future of B2B Marketing with AI

43:03 Advice for Your Younger Self

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about the future of demand gen → https://www.boundify.io/blog/the-future-of-demand-generation-and-b2b-marketing-with-joseph-poschel

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

In this episode of Demand Gen Studio, we sat down with Simone Corpora, B2B Paid Media Manager at Michelin. We discussed how Simone came to marketing, how to convey value effectively for a well-known brand, the importance of brand perception in B2B marketing, sales and marketing alignment, and more!

00:00 Meet Simone Corpora: Career Journey

05:15 Transition from Agency to In-House

06:59 B2B vs B2C Marketing at Michelin

09:59 Traditional vs Digital Advertising

16:49 The Future of Paid Media

19:47 Collaboration between Marketing and Sales

21:47 Advice for Younger Marketers

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about brand perception in B2B → https://www.boundify.io/blog/conveying-value-in-b2b-marketing-for-a-well-known-brand-with-simone-corpora

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

In this episode of Demand Gen Studio we sat down with Nicole Yeske, the Director of Digital Marketing at Milliken. We discuss the challenges and strategies of B2B marketing, particularly in a large corporation with multiple divisions. Nicole shares her insights on the need for alignment between marketing and sales, marketing to distributors and aggregators, cross-selling and upselling opportunities, and more!

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about marketing strategies for global brands → https://www.boundify.io/blog/marketing-strategies-within-a-global-multi-division-company-with-nicole-yeske

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

In this special guest episode of Demand Gen Studio we sat down with Harrison Han from Polydeck.

Harrison shared his background as a marketer, his experiences in B2B vs B2C marketing, ways to effectively measure marketing ROI, sales & marketing alignment, and more. Thanks for joining us, Harrison!

0:00 Intro

3:21 Differences Between B2B & B2C Marketing

9:58 Marketing Strategies In Different B2B Industries

14:37 Measuring Marketing ROI

23:05 Sales & Marketing Alignment

27:48 Demand Capture Activities vs. Brand Awareness

32:02 Conclusion

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about B2B vs B2C marketing → https://www.boundify.io/blog/b2b-vs-b2c-marketing

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

Navigating the evolving landscape of B2B marketing can often feel like uncharted territory. However, within each challenge lies a unique opportunity for growth and innovation.

In our most recent Demand Gen Studio podcast episode, we had the privilege of delving into Britany Carter's experiences and insights as Director of Marketing at Kopis.

Our conversation provided a fascinating glimpse into the dynamic world of B2B marketing, shedding light on her strategies, triumphs, and lessons learned along the way.

00:00 Intro

01:18 Establishing a Foundation

02:54 The Power of Storytelling

06:01 Insights & Big Wins

10:32 Tips for Tracking Marketing Impact

13:41 Demand Capture vs Demand Creation

19:16 Metrics & KPIs for Marketing Efforts

24:28 ABM & Sales and Marketing Alignment

30:30 Wrap-up

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about ABM for B2B → https://www.boundify.io/blog/guest-britany-carter

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

Welcome back to Demand Gen Studio, where we dive into the intricacies of demand generation, exploring its nuances and practical applications in today's digital marketing landscape.

In this episode, we dive into the fascinating world of demand creation versus demand capture, exploring how these strategies shape modern marketing efforts. From tracing the evolution of digital advertising to navigating the complexities of audience engagement, get ready for an insightful deep dive into the art of driving demand.

With practical tips, real-world examples, and expert insights, this episode is your ultimate guide to crafting effective demand generation campaigns. Don't miss out – tune in now and revolutionize your marketing approach!

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about paid search → https://www.boundify.io/blog/search-type-campaigns-that-every-b2b-marketer-should-know

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

In business, particularly B2B marketing, two terms are frequently used: lead generation and demand generation. Although they might sound similar, understanding the differences is key to a successful marketing strategy.

Demand generation is like sparking interest - it's about creating awareness of your brand and making people see the need for what you offer. Think of it as building a pond to attract fish.

Lead generation is all about catching those fish - it focuses on converting that interest into qualified leads, people who might actually buy from you. This involves capturing contact information and nurturing those leads until they're ready to make a purchase.

Imagine a sales funnel - a wide opening at the top and a narrow exit at the bottom. Demand generation fills the funnel with potential customers, while lead generation helps turn them into paying ones. Both are crucial for a healthy sales pipeline!

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about the B2B buyer journey → https://www.boundify.io/blog/the-evolution-of-the-b2b-buyer-journey

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

Google BERT (Bidirectional Encoder Representations from Transformers) is a natural language processing (NLP) model developed by Google in 2018. It represents a significant advancement in understanding the context and nuances of language, making it crucial for SEO (Search Engine Optimization).

SEO professionals need to adapt their strategies by creating high-quality content that caters to the nuances of user queries. This will ultimately lead to better search rankings and a more satisfying search experience for users.

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about optimizing for LLM's → https://www.boundify.io/blog/using-the-c.l.a.r.i.t.y-framework-for-llm-optimization-with-tim-lowry

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

Upselling and Cross-selling are indispensable techniques that continue to hold immense relevance in today's business landscape.

Upselling empowers businesses to offer their existing clients upgraded or premium versions of products or services they already use. This approach boosts the average transaction value and ensures customers can access more advanced solutions tailored to their evolving needs.

Cross-selling, meanwhile, involves suggesting complementary products or services to the ones customers are currently purchasing. This diversifies revenue streams and provides clients with a more comprehensive solution, demonstrating a commitment to their success.

Nowadays, these strategies are more critical than ever. They align with a customer-centric approach, foster revenue growth without excessive acquisition costs, leverage data-driven insights for precision, and contribute to customer retention and long-term business success.

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about upselling & cross-selling in B2B → https://www.boundify.io/blog/marketing-strategies-within-a-global-multi-division-company-with-nicole-yeske

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

Customer Lifetime Value (CLV) is a crucial metric for marketers as it serves as a compass guiding their paid media investments. It represents the total revenue a customer is expected to generate over their entire relationship with a business. This metric considers the initial purchase and the potential for repeat purchases and referrals.

Marketers rely on CLV to make informed decisions about where to allocate their paid media budget. By understanding the long-term value of a customer, they can optimize their advertising efforts to target and retain high CLV customers.

This means acquiring new customers and nurturing existing ones, as having customers often proves more cost-effective than acquiring new ones.

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about brand perception in B2B → https://www.boundify.io/blog/conveying-value-in-b2b-marketing-for-a-well-known-brand-with-simone-corpora

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

A successful B2B lead generation strategy hinges on a well-orchestrated multi-channel paid media approach. 

Businesses can maximize their reach, engagement, and conversion potential by strategically combining various paid channels, such as search engine advertising, social media promotions, and display advertising. 

This approach enhances brand visibility and enables precise targeting of niche B2B audiences, ultimately driving higher-quality leads.

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about paid search → https://www.boundify.io/blog/search-type-campaigns-that-every-b2b-marketer-should-know

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

In the complex landscape of B2B sales, understanding and effectively engaging with buying committees is paramount. These committees consist of various decision-makers who influence purchasing choices.

Navigating this intricate web requires strategic approaches tailored to each key player.

This entails comprehensive research, personalized communication, and aligning your offerings with their needs.

By dissecting these committees and strategically targeting decision-makers, businesses can enhance their chances of securing successful deals and lasting partnerships.

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about positioning for B2B → https://www.boundify.io/blog/the-power-of-brand-positioning-for-building-demand-with-jon-itkan

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

Understanding buyer intent is one of the fastest-growing B2B demand generation trends. It will take precedence over other demand generation strategies. 

Marketers will put more effort into identifying what exactly their target audiences are looking for. In addition to the third-party data, they will depend more on zero and first-party data.

The role of technologies like AI and ML will grow multifold as they can offer valuable intent signals from search engines and social channels.

This buyer intent data will be a great asset to understand where the prospect stands in the product discovery and buying journey. Further, you can proactively contact potential customers and establish a meaningful engagement before your competitor does.

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about prospecting vs qualification → https://www.boundify.io/blog/prospecting-vs.-qualification-in-lead-management

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

Creating a high-performing B2B demand generation team is a strategic imperative for businesses seeking sustained growth and market dominance. 

Such a team is responsible for identifying, engaging, and nurturing potential clients throughout the buyer's journey, ultimately driving qualified leads and revenue.

This process involves a blend of data-driven strategies, multi-channel marketing, and personalized outreach tailored to the unique needs and preferences of B2B customers.

 A successful demand generation team combines various skill sets, including data analysis, content creation, lead scoring, marketing automation, and sales alignment.

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about paid search → https://www.boundify.io/blog/search-type-campaigns-that-every-b2b-marketer-should-know

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

Regarding B2B demand generation trends, ABX promises to change how marketers approach account-based marketing. ABM has been a proven demand generation strategy for a long time. 

However, marketers must take it one step ahead and adopt an Account-based Experience. They can gather, store, and analyze customer data and draw valuable insights about high-value accounts.

Further, they can leverage those insights to create a personalized end-to-end marketing strategy specific to those accounts. This paves the path for ABX – Account-based Experience.

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about ABM → https://www.boundify.io/blog/guest-britany-carter

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

While there are similarities in lead nurturing strategies for both B2B (business-to-business) and B2C (business-to-consumer) markets, there are also some key differences based on the nature of the target audience and the sales process.

Understanding the unique characteristics of the audience and adapting the approach accordingly is key to successful lead nurturing, whether in B2B or B2C contexts.

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about B2B vs B2C marketing → https://www.boundify.io/blog/b2b-vs-b2c-marketing

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

SEO is crucial for businesses and website owners because it helps to improve visibility and reach in search engine results. By optimizing your online presence, you can attract relevant traffic from users actively searching for products, services, or information related to your industry. 

With increased traffic, the potential for conversions and business growth also rises. SEO helps to target your audience effectively, enhance your website's user experience, and build credibility and authority online.

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about optimizing for LLM's → https://www.boundify.io/blog/using-the-c.l.a.r.i.t.y-framework-for-llm-optimization-with-tim-lowry

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

As we enter 2023, businesses face intensified competition and increased pressure to maximize their marketing investments along with the latest advancements in tracking and analytics. 

From attribution models to cross-device tracking and machine learning algorithms, we uncover the insights necessary to optimize advertising efforts and quantify the revenue impact of your digital ads.

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about paid search → https://www.boundify.io/blog/search-type-campaigns-that-every-b2b-marketer-should-know

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

As a marketer, you understand the value of engaging your audience and building meaningful relationships. Content marketing provides the perfect platform to do just that.
By creating compelling and tailored content, you can nurture leads throughout their buyer's journey, guiding them towards conversion and driving demand for your products or services.
Discover how content marketing empowers marketers to build meaningful connections with their audience, guiding them through the buyer's journey and nurturing prospects into loyal customers.

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about Hubspot Content Hub → https://www.boundify.io/blog/unveiling-the-implications-of-content-hub-for-b2b-marketers

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

As marketers, we constantly seek ways to reach our target audience and ensure our message is heard. In today's digital age, that means using a variety of channels, including social media, search engine marketing, and display advertising.

Artificial intelligence (AI) is having a major impact on all aspects of digital marketing, and advertising is no exception. AI-powered tools and technologies are helping to automate and optimize campaigns, better understand target audiences, and connect with them more effectively.

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about optimization for LLM's → https://www.boundify.io/blog/using-the-c.l.a.r.i.t.y-framework-for-llm-optimization-with-tim-lowry

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

When a company wants to advertise using an audience network, they can benefit from the network's extensive reach and the opportunity to engage with a diverse set of users across different platforms, maximizing the chances of reaching their target audience effectively.

However, it's important to consider audience networks' potential drawbacks and challenges, such as poor quality traffic, ad fraud, brand safety concerns, and lack of transparency. Advertisers should carefully assess these factors and evaluate the network's performance and suitability for their specific advertising goals before deciding to advertise through an audience network.

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about LinkedIn Ads → https://www.boundify.io/blog/linkedin-ads-essentials-for-b2b-marketers

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

Running marketing experiments is essential to any company's growth and development. It involves systematically testing and collecting data to inform decision-making, optimize processes, and improve products or services.

Andres Glusman, co-founder and CEO of Do What Works, shares with us why in order to run successful experiments, companies need to follow a well-defined process that includes several essential components and also be aware of common mistakes and pitfalls so they can take steps to avoid them.

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about common demand gen mistakes → https://www.boundify.io/blog/demand-generation-mistakes-marketers-make-and-how-to-fix-them

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

Quite often companies start with Digital Advertising when they are not ready; Digital Advertising is like a megaphone or an amplifier that expands what the company is saying about their brand, product, or service through digital channels.
To generate impact with your efforts in digital advertising you should know: who you are selling to, and why customers are choosing you, so you can be ready to get your message and campaigns in front of your audience.

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about paid search → https://www.boundify.io/blog/search-type-campaigns-that-every-b2b-marketer-should-know

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

While content creation is essential nowdays, it's just as important to make sure it reaches the right audience.Achieving an impact with attractive, high-quality content that resonates with your target audience goes hand in hand with choosing the right distribution channel. The challenge is knowing how to effectively promote your message and take advantage of distribution channels to increase reach and participation.In this episode, we will discuss how content creation and distribution can complement each other to boost your content marketing strategy.

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about content marketing → https://www.boundify.io/blog/from-chatbot-to-content-hero

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

Have you ever wondered how B2B marketers can optimize their strategies and support the sales team on complex sales to drive success? It can be challenging when multiple decision-makers are involved and a lot of risk and complexity in the sales process. In this episode, we'll discuss how demand gen professionals can support their sales team during their operation.

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about marketing & sales alignment → https://www.boundify.io/blog/marketing-strategies-within-a-global-multi-division-company-with-nicole-yeske

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

Content is a critical component of any demand gen effort. Understanding what types of content to create and how to optimize it for search engines and humans alike is essential for success. During this episode, Gaby and I discussed how B2B marketers could leverage content to improve their efforts across their marketing programs.

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about Hubspot Content Hub → https://www.boundify.io/blog/unveiling-the-implications-of-content-hub-for-b2b-marketers

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

Once your demand capture and creation efforts have been launched, designing and implementing a plan to educate and nurture the leads these initiatives will bring is critical. Pipeline acceleration will shorten your sales cycle, improve your revenue metrics and deliver a better experience for potential buyers.

🔗 Episode Resources:

- Learn more about B2B demand generation → ⁠https://www.boundify.io/blog⁠

- Learn more about Hubspot Content Hub → ⁠https://www.boundify.io/blog/unveiling-the-implications-of-content-hub-for-b2b-marketers⁠

📞 Book a Free Strategy Call:

⁠https://www.boundify.io/lets-talk⁠

🎥 Subscribe to Demand Gen Studio on your favorite platform: ⁠https://www.boundify.io/demand-gen-studio⁠

👤 Connect with us on LinkedIn: ⁠https://www.linkedin.com/company/boundify/

2023 is approaching fast! Are you working on launching or improving your demand generation plan for next year? During this episode, we discussed all things budget for demand gen initiatives.

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about measuring ROI → https://www.boundify.io/blog/b2b-vs-b2c-marketing

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

How can you leverage video to improve the performance of your demand gen strategy? In this episode, we discuss video advertising trends and formats to help you improve brand awareness and lead generation, and increase business opportunities.

🔗 Episode Resources:

- Learn more about B2B demand generation → https://www.boundify.io/blog

- Learn more about video marketing → https://www.boundify.io/blog/how-to-leverage-video-marketing-to-drive-b2b-demand

📞 Book a Free Strategy Call:

https://www.boundify.io/lets-talk

🎥 Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio

👤 Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/