The Demand Gen Fix by GrowthMode Marketing

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Nov 2024

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About the show

B2B buyer behavior is changing and traditional lead generation tactics just don’t work the way they used to. Enter demand generation - a strategy that caters to the way buyers actually want to buy. Join us for interesting conversation around how to create a catalyst for growth by building your company’s demand generation engine. This podcast is for HR technology marketers and leaders – as well as any other B2B marketer that is ready to break through the clutter of a crowded market and crush those revenue targets.

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60 recent

November 20, 2024Episode 7225 min

How to Leverage AI in Marketing: Human + AI Collaboration

Delve into the critical relationship between human oversight and AI to create more efficiencies within marketing. This episode explores practical steps and personal experiences from the Growth Mode Marketing team on leveraging AI without sidelining human creativity and expertise. From ensuring ethical data practices to refining AI-derived content, this discussion underscores the importance of a balanced approach to fully harness AI's potential while safeguarding brand integrity and customer trust in your marketing programs.(00:00:35) AI's role in marketing(00:02:45) Benefits of human and AI collaboration(00:05:24) Enhancing creativity with AI tools(00:10:15) The necessity of detailed prompts(00:15:40) Continuous learning and team training(00:18:12) Ensuring human oversight and quality control(00:22:32) Maintaining data privacy and ethical standards(00:26:55) Avoiding bias in AI-driven decision-making(00:30:20) Transparency in the use of AI(00:34:00) Balancing automation and human judgment(00:36:45) Final takeaways on integrating AI in marketing workflowsThe Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com.

November 6, 2024Episode 7131 min

How to Leverage AI in Marketing: What We’ve Learned | Part 2

As AI technology evolves, its role in B2B marketing becomes increasingly impactful, yet understanding how to use it effectively can be a challenge. In this episode, we continue to take a deep dive into our team’s journey with AI, sharing insights on the real-world applications and hurdles encountered along the way. From streamlining tedious tasks to refining SEO, we discuss what’s working well and areas where AI still falls short to support marketing efforts. (00:01:25) The learning curve of AI tools(00:02:45) Experimenting with prompt refinement(00:06:03) Using AI for customer research(00:07:49) Enhancing buyer persona insights(00:10:08) SEO optimization with AI(00:12:07) Automating repetitive tasks(00:13:26) Challenges with image generation(00:17:04) Limitations in website reviews(00:18:43) Struggles with financial data extraction(00:20:04) Fact-checking AI-generated statistics(00:22:00) Privacy concerns with sensitive data(00:24:28) Building contact lists and data limitations(00:26:07) Effective prompting techniques(00:28:00) Understanding AI’s “hallucinations”(00:31:43) Using AI to complement human work, not replace itThe Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com.

October 23, 2024Episode 7024 min

How to Leverage AI in Marketing: What We’ve Learned | Part 1

AI is rapidly transforming marketing by automating tasks, enhancing creativity, and optimizing workflows. It’s no longer just for tech companies—as B2B marketers, we all can now easily integrate AI into our strategies to drive efficiency and innovation. Many marketers are still in the experimental phase, so in this episode, we discuss what we’ve been experimenting with when it comes to AI here at GrowthMode Marketing, what’s working for us, and what’s not.(00:00:20) The potential of AI to transform marketing strategies(00:02:21) Experimenting with ChatGPT (00:03:16) Brainstorming ideas with AI(00:05:38) Providing detailed information to AI for better output(00:07:42) Creating content outlines with AI(00:10:00) Using transcripts to create social media posts(00:14:41) Cleaning up transcripts(00:15:59) Identifying areas in video podcasts that require editing(00:16:06) Proofreading and receiving detailed recommendations for writing improvements(00:17:39) Summarizing meeting notes and extracting insights(00:19:03) Identifying key points of reports and articles(00:19:22) Formatting data into tables, lists and notes(00:23:12) Identifying inefficient tasks that AI can help simplify The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com.

September 24, 2024Episode 6929 min

How to leverage AI in marketing: Learning & experimenting

Unlock the power of AI and how it can help marketers by embracing a mindset of continuous learning and experimentation. From understanding the basics of AI-driven platforms like ChatGPT to practical tips on how to incorporate these technologies into your marketing workflow, this session explores how to start leveraging AI effectively. Tune in to learn how to navigate the overwhelming amount of information, avoid common mistakes, and harness AI’s potential to streamline your marketing processes and enhance creativity. (00:00:45) Understanding the fundamentals of AI(00:01:30) Humans plus AI – working together (00:02:40) AI education and policy adoption among organizations(00:04:42) An overwhelming amount of AI information and resources to sort through(00:06:46) Recommended resources for learning about AI in marketing(00:14:17) Resources for learning about AI for HR tech(00:14:46) Keeping up with fast-paced changes and advancements in AI tools and technologies(00:19:03) Experimenting with AI tools (00:20:48) Crafting effective prompts to optimize AI output(00:21:32) Be mindful of protecting sensitive data(00:22:54) Exploration of features in AI tools and ideas for experimenting(00:28:50) Starting your AI journey The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com.

September 10, 2024Episode 6817 min

What to think about before you cut your marketing budget

It has been a challenging couple of years for many companies in the HR tech space – as many have struggled to hit revenue targets. There have been less buyers in the market. And those that are looking to make a purchase often take longer to decide. Revenue shortfalls can put companies in the position of having to make tough decisions to keep the business healthy – and that often means that marketing investments get put on the cutting block. But is slashing the marketing budget a smart move when growth is the mission? (00:00:21) The challenges faced by HR tech companies (00:01:15) The pressure on marketing budgets during revenue shortfalls(00:04:37) The potential consequences of deep cuts in marketing budgets on long-term growth(00:05:58) Identifying essential marketing programs before making cuts(00:08:13) Importance of continuous marketing(00:09:10) Companies that invest in marketing during downturns seeing better recovery(00:10:28) How to determine which marketing programs to cut strategically(00:12:24) Continuing to build brand awareness and trust for future sales(00:13:30) The potential negative impacts of cutting marketing programs on brand presence(00:15:16) Stay focused on maintaining market momentumThe Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com.

August 23, 2024Episode 6732 min

How to leverage LinkedIn to reach more HR tech buyers

Building brand awareness in the market can take many forms. One channel that has gained a lot of momentum is LinkedIn. If your buying audience hangs out on LinkedIn, it can be a prime marketing channel for your company. It can play a pivotal role in reinforcing and expanding your company’s brand. And it’s a way to consistently stay in front of potential HR technology prospects and clients – without feeling intrusive – which can build credibility and trust over time. (00:00:21) Why you should consider leveraging LinkedIn to reach HR tech buyers (00:01:51) Know your audience and consistently engage with them to grow your LinkedIn presence (00:05:29) Build a brand ambassador program with employees to expand company visibility (00:10:23) Quality, consistency and engagement matter to maximize reach (00:17:08) Leveraging the various content options on LinkedIn (00:21:08) Amplifying reach with paid campaigns (00:23:05) Understanding the account targeting options(00:25:47) The different types of paid campaign optionsThe Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com.

August 5, 2024Episode 6626 min

Dialing in your marketing: The levers that impact results – marketing & sales alignment + sales processes

In past episodes, we’ve been digging into the 12 levers that we believe need to be dialed in around your marketing efforts to optimize results. In this 6th and final episode of the multi-part series, we are wrapping up with the final two levers: marketing & sales alignment AND sales processes. While the other levers are more directly owned by the marketing team, these last two go beyond the marketing team to encompass our friends on the sales team as well. You might be thinking these don’t belong on the list, but we felt we couldn’t skip talking about these last two levers, because quite frankly, if you don’t dial these in as well, your organization won’t be optimized for maximum success on the marketing front. (00:00:25) Overview of the 12 marketing levers you need to dial in to optimize marketing performance (00:01:02) The significance of marketing and sales alignment for organizational success (00:02:39) Common misalignment issues and the red flags (00:05:30) Conflict between Marketing's lead generation goals and Sales' quality concerns (00:07:56) Leadership's expectations for marketing to drive sales and the implications (00:09:01) You need higher converting leads for sales success (00:12:23) Getting Sales leadership buy-in (00:15:04) Clearly defining the roles of sales and marketing for better alignment (00:17:27) Governance over sales tools created by sales reps and creating a process (00:20:33) Analyzing win-loss trends to identify opportunities to improve sales and marketing tools (00:22:27) Supporting sales processes through content and collateral The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com.

July 26, 2024Episode 6532 min

Dialing in your marketing: The levers that impact results – tactics + measurement

In the ever-evolving landscape of marketing, it’s crucial to fine-tune every element to drive optimal performance. In previous episodes, we delved into the first eight essential marketing levers out of the 12 we believe need to be dialed in to optimize your marketing performance. On this episode, we're shifting our focus to the next two critical components: Tactics and Measurement. These elements are not just about execution; they are about precision and impact. By implementing strategic tactics and rigorous measurement practices, we can refine our approach, ensuring that every effort is aligned with our goals for sustained growth and success.(00:00:21) Exploring the 12 marketing levers and why they need to ALL be dialed in(00:02:04) The importance of effective marketing tactics to drive growth(00:03:44) The reality of the longer buying cycle and the necessity for more marketing touchpoints(00:06:14) Building an omnichannel approach to effectively reach diverse decision-makers(00:10:36) A need for tailored content strategies to engage multiple decision-makers(00:11:06) Exploring the 3 pillars of demand generation: strategy, content and distribution(00:18:21) Marketing measurement and the issues marketers face in evaluating program performance(00:21:06) The reliability of data and its impact on marketing performance evaluation(00:25:06) Importance of analyzing marketing data trends rather than just presenting raw numbers.(00:31:06) Suggestions for developing a comprehensive reporting mechanismThe Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com.

July 17, 2024Episode 6417 min

Creating a new product category in a crowded market: Part 2

With so many options in the HR tech market, standing out can be a daunting task, especially when your technology doesn't fit neatly into an existing category. But it’s clear that while building a new product category in HR tech or work tech is challenging, it can be also a strategic move that can lead to market leadership if done well. Listen in to part 2 of our conversation with Sam Kuhnle, Vice President of Marketing at HR tech company, Loxo. In this episode, we continue to dig into how the Loxo team made the decision to create a new product category, what their experience has been and why they’ve committed to a long-term marketing strategy to achieve their vision of big growth. (00:01:05) - Having a long-term mindset when declaring a new product category(00:01:59) - Loxo's strong product-market fit and the challenge of building awareness in a crowded market (00:05:46) - The shift from lead generation to demand generation (00:06:31) - The impact of changing buyer behaviors on marketing costs and sales cycles (00:10:32) - The time frame for seeing results and indicators of progress(00:14:16) - Aligning sales and marketing efforts to drive revenue and foster trust with prospects(00:17:00) - Evaluating if creating a new product category is the right move The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com.

July 9, 2024Episode 6320 min

Creating a new product category in a crowded market: Part 1

The HR tech market is extensive – with a lot of options to solve the big challenges. According to Sapient Insights, there are 7 established product categories in HR tech, with 55 application categories within the main product categories. But what do you do when your technology doesn’t fit clearly into an existing category? This is a question that a lot of marketers in this space grapple with. Some will tell you to build your own category and lead the way to domination. Others will tell you that trying to create a whole new category is a big mistake. So which answer is right? Listen in to this episode as we explore the topic with Sam Kuehnle, vice president of marketing at HR tech firm, Loxo – a company that decided to define and market a new product category within the market(00:00:20) - The challenges and risks of creating a new product category(00:02:00) - Sam Kuehnle’s background: From traditional advertising to digital marketing and demand gen (00:04:53) - Exploring the crowded and complex HR tech market (00:06:36) - Loxo's decision to create a new product category and the rationale behind it (00:10:41) - The challenges of building awareness for a new product category(00:13:34) - The need to win mindshare before market share – and educating the market (00:17:14) - The struggle of balancing immediate leads with playing the long game to build trust, credibility and relationships (00:18:12) - The reality of the slow initial growth and eventual rapid rise of a new product category The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com.