B2B Excellence - A demand gen mindset does not work
B2B Excellence is a weekly newsletter that curates the best B2B marketing content from the brightest minds in our industry.? I like to share provocative, intelligent, and original POVs that challenge conventional wisdom and create a conversation.
For more content, you can follow me on LinkedIn.
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After a 3-week hiatus indulging in Italian cuisine, B2B Excellence is back!
A call to arms challenging conventional wisdom and traditional thinking continues. Is this LinkedIn’s algorithm manipulating my perceived perspective, or are more conversations being taken in the right direction?
Here are 5 interesting POVs on questioning popular or common beliefs.
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Common POV - Demand Generation is the modern-day philosophy/playbook that drives effective marketing.
Provocation - “We have tried to solve a brand marketing problem with a demand generation mindset, and it does not work.”
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Common POV – MQL’s are our north-star metric.
Provocation - Not all leads are equal, and a split the funnel analysis will help shine a line on what is more effective for your business.
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Common POV - Attribution enables us to see ROI and what channels perform best.
Provocation - Understanding the reality of the B2B buyer's journey that can’t be captured in traditional measurement models.
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Common POV - B2B marketing is performance marketing.
Provocation - “B2B marketing study finds that brand awareness is now more important to future strategy than performance marketing”.
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Common POV - Demand Gen is the modern-day GTM playbook for B2B marketers
Provocation - No it’s not, “It's the slow death of everything that used to work.”
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Conversations and articles I like
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Brand vs. Demand: The eternal B2B debate. Meanwhile, our otters are out here building both - and having a splash doing it!
Brand vs. Demand: The eternal B2B debate. Meanwhile, our otters are out here building both - and having a splash doing it!
Co-Founder @ Omni Lab | Paid Media for B2B SaaS brands
2 个月Chris Peters “Demand gen does not work”? Sounds like yet another “xyz” is dead post…
I agree with Liam's take on trying to solve a brand marketing problem with a demand generation mindset. Brand building carries much more weight and stability compared to the short-lived impact of other marketing activities, especially when navigating relentless hype cycles. It seems that marketing has lost its way, becoming overly focused on short-term wins and often neglecting the future ROI of building a strong, lasting brand. Striking the right balance is key.
Founder, Editor-at-large and Influencer – I’m a passionate enthusiast about and evangelist for B2B, as well as an analyst and commentator; conference speaker/moderator; podcast host or guest; and blogger/vlogger.
2 个月Thanks for including me in your newsletter Chris - and kudos to you for banging the drum for excellence in B2B. I'm right behind you in your general message that focus on demand gen/performance marketing isn't always driving the right results, particularly not when it comes to brand. But I don't really recognise the statement about 'B2B marketers trying to fix a brand problem with a demand gen mindset'. In my experience, no serious B2B marketer misunderstands the importance of brand in their marketing, or wouldn't like to allocate more revenue to building or communicating it. The problem with brand isn't marketing: it's the urgent need for revenue and accountability, driven by CSO, CFO and CEO. That's not unreasonable, but it is shortsighted and ill-informed. In my experience the bias towards demand generation investment is not through choice, it's through pragmatism and necessity. It's a result of how marketing is understood and perceived within too many businesses. This is changing, but its an entrenched position and will take time. Why am I taking the trouble to say this? Because I think to mischaracterise the 'mindset' is unhelpful to many excellent marketers who are striving to build brands in challenging circumstances.