April 1, 2021

Defining Demand Generation: What to Expect

In this episode, Sweet Fish Media's very own Lesley Crews shares goals for a month-long deep dive into the topic of demand generation and explains what you can expect from this month's episodes.

Transcript
WEBVTT 1 00:00:00.040 --> 00:00:00.250 mhm. 2 00:00:02.540 --> 00:00:02.740 Yeah, 3 00:00:05.440 --> 00:00:09.770 What's up, everybody? Welcome back to be to be growth. It is a new month. 4 00:00:09.780 --> 00:00:14.850 It's April 1st, which means a brand new deep dive every other month here on the 5 00:00:14.850 --> 00:00:19.140 B two B growth podcast will be diving into one specific topic for the entire 6 00:00:19.140 --> 00:00:22.900 month. We'll publish an episode every single day where we talked to thought 7 00:00:22.900 --> 00:00:27.030 leaders in this space review books on the topic and more. The end goal is to 8 00:00:27.030 --> 00:00:30.550 have a clear understanding of that specific topic and to learn as much 9 00:00:30.550 --> 00:00:34.260 about it as physically possible this month. Topic of choices demand 10 00:00:34.270 --> 00:00:38.870 generation. Now, if you're a veteran of the BDB growth podcast, you have likely 11 00:00:38.870 --> 00:00:42.890 never heard my voice before and are wondering who the heck I am and that's 12 00:00:42.890 --> 00:00:46.750 okay. I'm going to tell you my name is Leslie Cruise, and for the past two 13 00:00:46.750 --> 00:00:51.180 years I've been working as a producer here at Swedish Media, I typically work 14 00:00:51.180 --> 00:00:56.420 behind the scenes on GDP growth, making sure episodes are edited and published 15 00:00:56.430 --> 00:01:00.950 and ultimately just making Dan Logan and James look good. But this month 16 00:01:00.950 --> 00:01:05.120 it's all me. I've produced hundreds of episodes from shows with a broad 17 00:01:05.120 --> 00:01:10.980 spectrum of BTB topics, but I would say that I'm fairly new to the BDB world. 18 00:01:10.980 --> 00:01:16.400 Still, I've worked in nonprofit digital marketing, publishing, social media 19 00:01:16.400 --> 00:01:20.260 marketing, but I'm still on a journey to learn and on my journey this year, 20 00:01:20.260 --> 00:01:24.480 my goal is to become confident in demand generation. This month we'll be 21 00:01:24.480 --> 00:01:29.280 talking about what really defines demand. Gen what it is, what it's not. 22 00:01:29.290 --> 00:01:34.240 How do you define success in a demand Jin campaign, different practices and, 23 00:01:34.240 --> 00:01:38.260 ultimately, why it's so controversial in the B two b space? Because it 24 00:01:38.260 --> 00:01:42.990 definitely is. We chose this topic for a few different reasons. First of all, 25 00:01:42.990 --> 00:01:47.440 it's broad. There are so many different elements that go into demand generation 26 00:01:47.440 --> 00:01:53.120 from that social media marketing to legion to driving revenue, so many 27 00:01:53.120 --> 00:01:57.230 different pieces that can just go into this one topic. Second, it's evolving. 28 00:01:57.240 --> 00:02:00.130 I've talked to a couple of people that have told me that because of covid, it 29 00:02:00.130 --> 00:02:04.320 has changed campaigns completely. Demand Jin is not what it used to be 30 00:02:04.320 --> 00:02:07.410 two years ago, so I'm going to be talking to a lot of different people 31 00:02:07.410 --> 00:02:12.690 about how the pandemic alone has affected demand. Gen. And the last 32 00:02:12.690 --> 00:02:16.560 reason is, honestly, I don't understand it, and that's kind of the goal here to 33 00:02:16.560 --> 00:02:20.460 learn as much as we possibly can. I'm determined to learn as much about the 34 00:02:20.460 --> 00:02:24.220 topic as I can. We're already practicing demand Gen. Here at Sweet 35 00:02:24.220 --> 00:02:28.260 Fish, but the whole point of the show is to learn how to do things better. 36 00:02:28.270 --> 00:02:32.630 That's why you're here, right? So join me on my journey into demand generation. 37 00:02:32.640 --> 00:02:36.020 I'm already really pumped about the guests that I have lined up spoiler. 38 00:02:36.020 --> 00:02:39.660 I'll be talking to the one and only Chris Walker, and I'll also be talking 39 00:02:39.660 --> 00:02:42.900 with Carlos Hidalgo, author of Driving Demand, which I've been reading for 40 00:02:42.900 --> 00:02:46.030 this past month. And I've learned a ton from that book alone. So I'm really 41 00:02:46.030 --> 00:02:49.770 excited to talk to him as well. Also, be doing a weekly check in to share 42 00:02:49.770 --> 00:02:52.630 what I've learned from the thought leaders. I'm interviewing books I'm 43 00:02:52.630 --> 00:02:56.430 reading, even explaining insights and how I'm planning to use this in my 44 00:02:56.430 --> 00:03:00.570 career going forward. If you have any specific questions about demand gen 45 00:03:00.570 --> 00:03:04.010 that you think would be valuable to ask or even thought leaders that you think 46 00:03:04.010 --> 00:03:07.310 would be crucial to talk to you on this topic, you can find me on LinkedIn and 47 00:03:07.310 --> 00:03:12.520 Leslie Cruz. My name is felt a little weird. It's Leslie. L E s L E Y C R E W 48 00:03:12.520 --> 00:03:17.320 s Drop me a DM. Let me know who I should be talking to. Specific 49 00:03:17.320 --> 00:03:21.100 questions I should be asking. And I'm looking so forward to talking with you 50 00:03:21.100 --> 00:03:25.080 guys tomorrow with our very first guest to dive into this topic of demand 51 00:03:25.080 --> 00:03:26.250 generation. 52 00:03:28.240 --> 00:03:31.870 One of the things we've learned about podcast audience growth is that word of 53 00:03:31.870 --> 00:03:36.310 mouth works. It works really, really well, actually. So if you love this 54 00:03:36.310 --> 00:03:40.460 show, it would be awesome if you texted a friend to tell them about it. And if 55 00:03:40.460 --> 00:03:44.890 you send me a text with a screenshot of the text you sent to your friend Meta I 56 00:03:44.890 --> 00:03:48.440 know. I'll send you a copy of my book. Content based networking. How to 57 00:03:48.450 --> 00:03:51.890 instantly connect with anyone you want to know. My cell phone number is 58 00:03:51.890 --> 00:03:57.160 40749033 to 8. Happy texting. 59 00:03:59.640 --> 00:04:01.460 Yeah,