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

Jonny Ross Fractional CMO

🎙️ 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!

Timestamps

Understanding 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](https://podcasts.apple.com/us/podcast...)

Tune in now!

🎧 [Audio on your favourite podcast platform](https://podcast.jonnyross.com/listen)

🎥 [Watch on YouTube](

/ fleekmarketing )