#78 Unlocking B2B Success: Demand Generation with Deanna Shimota 🚀

🎙️ Dive into the world of B2B marketing with Deanna Shimota, the CEO of GrowthMode Marketing and a true B2B marketing maestro! In this episode of "Jonny Ross Fractional CMO", we're peeling back the layers of demand generation, content marketing, and more. 🔍 What you'll discover:- The real difference between demand generation and lead generation.- Common mistakes businesses are making in their marketing strategies.- How B2B buying behaviors are evolving and how to stay ahead.- Crafting a winning demand generation strategy.- Avoiding the pitfalls of 'Random Acts of Marketing'.🎉 Whether you're a seasoned marketer or just diving into B2B, Deanna's insights are a goldmine. Don't miss out!
TimestampsUnderstanding Demand Generation [00:02:30]Deanna explains the difference between lead generation and demand generation and why demand generation is critical in B2B marketing.Adapting to Changing B2B Buying Behaviors [00:05:55]Deanna discusses how B2B buyers are completing up to 80% of their purchase decision through digital avenues before engaging with a sales rep.
Building a Demand Generation Engine [00:08:39]Deanna talks about the three pillars of building a demand generation engine and where businesses need to be featured or named to be considered by buyers.
The strategy for identifying ideal customer profile [00:08:49]Identifying the best fit companies to target, having a unique point of view, and developing a content marketing and demand gen strategy.
The importance of understanding ideal customer profile [00:10:05]Understanding when and how and where the ideal customers consume information.
The three pillars of a demand generation engine [00:11:07]Creating content for every stage of the funnel, building a robust website, utilizing managed channels, and tapping into third-party channels for credibility and reach.
Timestamp 1 [00:18:11]"Channels for B2B marketing"Discussion on the effectiveness of different channels for B2B marketing, including LinkedIn, Google Ads, Facebook, and Instagram.
Timestamp 2 [00:19:54]"The issue with digital advertising"Exploration of the limitations and challenges of relying solely on digital advertising for lead generation, including low conversion rates and slow sales cycles.
Timestamp 3 [00:24:23]"Example of a brand doing demand generation well"Mention of Lavender, a technology company in the sales space, as an example of a brand successfully building brand awareness and utilizing third-party channels like LinkedIn for demand generation.
Lead Generation and Demand Generation [00:27:02]The speaker discusses the transition from lead generation to demand generation and the importance of running both programs simultaneously.
Different Approaches in Demand Generation [00:28:07]The speaker explains how demand generation requires a different mindset and tactics compared to lead generation.
Building a Demand Generation Engine [00:29:49]The speaker emphasizes the importance of focusing on long-term growth and building a demand generation engine to attract future prospects.
Guest Links: 🔗 [GrowthMode Marketing](http://www.growthmodemarketing.com/)🔗 [The Demand Gen Fix Podcast](