B2B Excellence - Is creating demand a thing?

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Is creating demand a thing?

There has been a mini rebellion in recent weeks, refuting the term coined Demand Generation and the methodology and thinking that is typically associated with it.

Is it a case of marketers using modern-day language vs traditional terms that mean the same thing?

Or have those lines gotten more blurry with the emergence of “Dark Social”, 95/5, social selling and any other new phrase?

This perspective from Dale W Harrison questions exactly that, the comments made for a fantastic debate, check out the post and the variety of contrarian views.

I think this was a follow-up to this very post, that shoots down the view behind it.

Another follow-up agrees with Dale and again generates a lot of intelligent responses.

Dale has seemingly inspired another point of view.

A social debate at its finest.

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Predictions - AI will be 100x bigger than inbound marketing.

I listened to this entire podcast with Paul Roetzer, it was a fascinating listen.

Bold prediction with some practical recommendations on different applications of AI for B2B marketers.?

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Measurement - New Evidence: Advertising That Creates More Memories

I just LOVE these types of posts.

Understanding what drives memories that unlock your future buyers to think of you in a buying situation is fundamental to any successful brand-building effort.?

I’ll be downloading the narrow and broad beam whitepaper, and I will report back, but it looked too interesting not to share right now.

Sticking with measurement is attention. Nice perspective on what is becoming a more prominent metric in our day-to-day campaigns that we’re running.

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Influencers- can you start for free?

I have been gravitating towards influencer marketing in recent months, I think it’s going to pop this year.

I talk about the role of indulging egos to help kickstart your influencer program for free.?

Influencers, for me, extend beyond just hiring external folks to flog your service or product.

There is a far more collaborative role at hand, both internal and external. I love this prediction from Morgan J on the role of a true partnership.

Lots of predictions this week, here’s another.

This time it’s on the role of audience sharing. I couldn’t agree more. Content collaboration will be the linchpin to a successful influencer campaign this year,

Are you looking to work with a creator, Nick Bennett shares his take on how to go about it.

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Insight - B2B buyers are humans to

This a nice healthy reminder that your B2B audience doesn’t sit all day scrolling LinkedIn. They watch too many videos on TikTok, they sit on the toilet watching Instagram shorts and they spend time giggling at memes.

Conversations, posts or articles I liked this week

Scenario play, with ABM?

Reframing cold outreach

How to avoid being a boring B2B company

Non B2B, but I found this interesting - The Flamingo Effect - how Very made their brand sparkle

Live Sports Stream - New Plays For Advertisers

Bold OOH inspiration, B2C inspired

What is the point of branding?

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