Convincing your boss it is time to invest in demand generation

The Demand Gen Fix by GrowthMode Marketing

A new study by Tourial offers up yet more data on how B2B buying is changing. One of the most compelling findings is that 84% of the software buyers surveyed said they’re frustrated by being forced to talk to sales reps before they can see a product demo.

If that’s your company’s approach, you know full well that your playbook is dated and it’s time to turn the page. But how do you convince your boss and the higher ups?

Listen to this episode to hear smart ideas and bold approaches that can help you build a case that shows the value and logic of aligning to changing buyer behaviors.

[00:24] Show intro

[02:43] Advocate for demand gen with lead and revenue data

[04:16] Show how prospects buy today and what’s changed

[08:47] Explain what marketing isn’t working and why

[13:07] Set realistic expectations on the time it takes to build a demand gen program

[14:04] Have an ongoing discussion about milestones and timeline

[16:12] Talk about the transition period from lead gen to demand gen activities

[18:27] Help your sales team understand the value of high quality leads with buyer intent

[19:05] Think through how the sales development function may change

[22:30] Find success stories from companies that made the move to demand gen

[24:00] Show what it will cost

[27:43] Key takeaway

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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.