Tech Uncensored: Traditional Demand Generation is Broken: Matthew Trotter Says We Can Improve Win Rates

Demand Generation is a broad marketing practice aimed at creating awareness and interest in a company’s products or services. It involves using various tactics across numerous channels, such as content marketing, social media ads, and more. While the practice has been around for as long as brands have existed, it has undergone some significant changes and formalization over the past few decades.?

One of the catalysts for the changing sales landscape since the advent of digital has been:?

• Decentralization of information. In the past, companies were primarily the holders of information about products, services and they used traditional marketing materials to promote them. The internet and digital technologies allowed information to become widely available and this shift gave rise to new platforms and channels of communication: communities, micro influencers, podcasts, closed Slack groups etc.?
• Now companies had to adjust their marketing and demand generation --- instead of solely relying on one-way communication they had to engage with potential customers in a more interactive and personalized way.?

Digital technologies also led to the development of new tools and techniques like marketing automation, predictive analytics, customer intelligence to refine the process of demand generation to make things more targeted and efficient.?

Matthew Trotter says things NOW things are shifting again: The buyer journey is evolving – 80% of it is happening digitally, prior to engagement with the sales team:? Gartner Says 80% of B2B Sales Interactions Between Suppliers and Buyers Will Occur in Digital Channels by 2025. The traditional way of thinking about your Ideal Customer Profile (ICP) also needs to change.?

What is the new order for demand generation? What do sales teams need to do to improve their win rates to keep up with the evolving buyer journey? Matthew Trotter, high-performance sales coach and co-founder of Signal Led Sales, has 25 years of experience in technology sales & consulting, He is an expert in data, AI, and cloud solutions, with a proven track record of designing, positioning, selling, and delivering large-scale and complex IT programs and projects for the largest enterprises. We had the pleasure of hosting Matthew who has developed a groundbreaking sales framework to help go to market teams address the selling challenges within the digital buyer journey.?

https://youtu.be/rDtil810cKE?si=1ivdDOBKJPk9GCwx?

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In the spirit of April 1st, our staff has curated some our favourite April Foolery on social media:?

1. Tinder posted they are looking for a VP of Ghosthunting, and they “won’t rest until all messages on Tinder are answered.”?

1. Zappos launched Soleful Scents: “a limited candle collection that captures the distinctive aromas of well-worn athletic shoes.”??

1. Research has found that with the proliferation of mobile screen time, over 75% of Americans have experienced a flare up in STDs — Social Thumb Disorders. NEW: Thoga: Social Media for your Thumbs! Stretch, flex, and find Zen for your digits.”?

1. Imagine a world where buildings breathe in pollution and exhale clean energy. “The Carbon Conduit” promises just that: an office building powered entirely by CO2... Dive into a future where every breath contributes to our energy needs.”?

1. Introducing the Internet of Toilets (IoT): “your own private washroom... the first ever platform to optimise relief on-the-go, leveraging near-ubiquitous privacy-preserving wireless occupancy sensing technologies.”

1. Finally! April 1st is named after Charles April. He had 56 businesses in his lifetime. He lost all his father’s property and was tricked so easily, people started calling him ‘Father of fools.’ He married a 22-year-old woman, who divorced him after a year because of his foolishness: he used to read all kinds of fake stories like the one you’re reading now...”

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