Demand gen might be the most misunderstood phrase in B2B marketing right now. Depending on who you’re talking to, it could be a synonym for lead gen, a special phase of the brand awareness stage or a complete paradigm shift in how we think about driving revenue.
No matter how you define it, though, it always depends on generating high quality content – and lots of it.
Listen in as Mary Ellen Slayter, CEO and thought leadership consultant at Rep Cap, and Janelle Amos, founder of Elevate Growth and demand gen consultant, break down how to adapt your content strategy to align with demand gen compared to traditional B2B lead gen activities.
Developing unified demand gen and content marketing strategies that map to your overall business and marketing objectives, whether you’re a startup or established enterprise.
The subtle differences between planning and creating content for demand gen vs lead gen, including how to choose content formats, when to gate them, and more.
Measuring the impact of your content marketing investments using meaningful, integrated metrics for your stage of marketing maturity.
BUSINESS & FINANCE
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Before launching a content marketing firm, she served as director of content development at SmartBrief and as a columnist and editor at The Washington Post. She has an M.J. in journalism from the University of Maryland and a B.S. in agronomy from...
Janelle Amos is a former in-house head of demand gen gal who took her experience from several startups to pursue her own aspirations of becoming a business owner. Founder of Elevate Growth, a demand generation consulting firm, Janelle is...