The Demand Gen Fix by GrowthMode Marketing

Effective marketing is multifaceted, requiring dialed-in alignment across various components to truly optimize your demand generation programs. Each lever is a critical piece of the marketing puzzle, capable of transforming the results of your programs. If your company is struggling to meet revenue targets, it’s crucial to examine a series of 12 strategic levers we've pinpointed that influence performance and drive results.

The 12 levers:

• Audience
• Positioning
• Strategy
• Budget
• Scale
• Contact database
• Brand identity + awareness
• Content
• Marketing tactics
• Marketing & sales alignment
• Sales processes
• Measurement

Each lever needs to be dialed in to optimize your marketing. If just one is off, it can have a major impact on your ability to support your organization’s growth plans. So if you are looking for bigger results, it’s time to dig into each lever to determine where adjustments need to be made.
In episode 58 of The Demand Gen Fix podcast, we talked about the 3rd and 4th levers – Strategy and Budget. In this episode we’re going to dig into the next 2 levers. And in future episodes we will cover the remaining 8 levers.

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.

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 Introduction
00:53 What happens when you operate without a marketing strategy
01:56 Falling into random acts of marketing and a lack of focus
05:27 Strategy detours lead to wasted time and money
07:19 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 essential
14:10 Importance of repetition and multiple touchpoints
15:20 Creating a digital footprint to become your BEST sales rep
17:59 Importance of building a strategy before tactics
18:57 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.

None of us have the time, treasure and talent to reach everybody. These are wise words from our guest on this episode, CEO and Author, Kirby Hasseman of Hasseman Marketing.
Listen to this information-packed session to learn why reaching the right buyers and narrowing your focus is absolutely the right thing to do. Also, learn how to overcome fears associated with limiting your marketing to a smaller audience. Afterall, it’s where your messages have more resonance.
Check out the recording now to hear about the power of targeted messaging and recommendations on media and tactics to use to build your audience and launch your demand generation engine.

[00:00] Introduction
[01:16] The TARGET marketing plan
[03:10] Why identifying your ideal customer profile is important
[07:17] The power of having a focused message
[08:07] Differentiating between rented and owned media
[22:20] Building enthusiasm and creating brand ambassadors
[27:16] Tracking and the use of leading and lagging measures
[30:42] Collecting and using data for informed decision-making
[31:58] Marry your data with gut feel for better results
[32:35] Key takeaways
[33:01] Outro

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 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 industry
01:17 Integrating product marketing and aligning with other teams
03:31 Quarterbacking the go-to-market journey to connect with buyers
08:00 How to stand out in a crowded market through differentiation
12:24 How to build a product marketing team designed to align with other teams
15:35 How to prioritize and focus
18:23 Why the buyer’s journey needs to be personal to connect more effectively
21:24 Continuous learning is key in product marketing
23:38 Why product marketing is a connector helping to drive better business results

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.

AI isn't just a buzzword. Over the last year, it's become a pivotal component in almost every HR solution, with many companies integrating AI into their technology platform to enhance their offerings. Marketers are keenly positioning AI at the forefront of their strategies, hoping to capitalize on this trend to stand out in the highly competitive HR tech arena.
However, amidst this rush, it's crucial to understand how HR tech buyers are reacting to these AI-driven narratives. Are they convinced by the promise of AI, or is there skepticism about its practical benefits?
This episode is part 2 of a 2-part conversation where we dig in on this topic with Bennet Sung, fractional CMO at HR tech company, MeBeBot, to talk about how the market is responding to AI and what that means for the marketing approach.
01:10 - Buyer hesitation: AI solutions have a more complex and lengthy sales cycle 02:16 - CIOs and CISOs are getting involved in the purchase decision
06:39 - Marketers need to creating impactful marketing tools and a sales playbook to support the needs of buyers
14:12 - Helping HR teams understand where and how AI can provide value
17:24 - Focusing message positioning on addressing pain points to differentiate AI solutions

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.