Demand gen strategy with Janelle Amos at Elevate Growth

Janelle Amos helps companies craft--and execute--demand gen strategy. Not just any companies, though. She specializes in working with B2B SaaS startups that are anywhere from seed stage to series C rounds. We discuss:

• Who she helps. There are three typical scenarios when a head of demand gen might be called in to help. She talks about all three, and two tend to work better than the third.
• Why marketing first. Janelle explains why she thinks marketing, and demand gen strategy, should come first when a startup is starting to see traction. She contrasts this to a sales-first approach.
• Why marketing now. She explains how timing is key. There are several specific things she looks for in the market and the product that help her understand if demand gen strategy can help.
• Supporting sales. Janelle shares interesting insight into how the right demand gen strategy can set up the sales team for success. And beyond a nice to have, it may be vital for the success of that sales team. When done right, they can jump in and do their job--selling!
• The ideal tech stack: Always a tricky topic, but Janelle talks about a few different popular tools and how they come together like HubSpot, Salesforce, Marketo, Outreach, and Salesloft.

We cover more topics like the specific tactics she recommends in B2B SaaS, repurposing long form content, sales cycles, message testing, and internal communications for your campaigns.

Janelle Amos on LinkedIn: https://www.linkedin.com/in/janelleamos/
Elevate Growth: https://elevate-growth.com/