Advanced Demand Generation Techniques
In an era defined by digital saturation and evolving consumer behaviours, demand generation has emerged as one of the most challenging yet critical areas of B2B marketing. The latest episode of Adzact’s podcast, hosted by Joaquin Dominguez, Head of Marketing, brought together two seasoned experts to explore the complexities of this domain. Elena Simkina, Digital Marketing Director at Acronis, and Kristin Rose, Director of Paid Media at Swap, shared their experiences and insights, shedding light on the strategies and technologies shaping advanced demand generation today.
Hosts
Joaquin Dominguez guided the discussion with thought-provoking questions that delved into both the tactical and strategic facets of demand generation.
Guests
Elena Simkina: Digital Marketing Director at Acronis
Kristin Rose: Director of Paid Media at Swap
Balancing Demand Creation and Capture
The conversation began with an exploration of the perennial challenge of balancing demand creation and demand capture. Elena highlighted the difficulty of allocating resources effectively across these two areas, noting that non-branded paid search and SEO remain key drivers of visibility for Acronis. She explained how narrow ABM targeting on LinkedIn and experiments with platforms like Reddit have helped to address inefficiencies in ad spend.
Kristin provided a complementary perspective, focusing on how Swap’s newer position in a competitive SaaS market necessitates a greater emphasis on building trust and legitimacy. For Kristin, content strategy plays a pivotal role in simplifying the customer journey and maximising ROI. She emphasised the importance of balancing cost-efficiency with creative tactics to stand out in an increasingly crowded landscape.
"Building trust and legitimacy as a newer SaaS company requires a content strategy that not only simplifies the customer journey but also balances cost-efficiency with creative approaches to truly differentiate in a crowded market." - Kristin Rose
Tackling Platform-Specific Challenges
A major theme of the discussion was the challenge of managing ad spend on platforms like LinkedIn and Google, known for their high costs and variable lead quality. Elena shared actionable strategies for tackling these inefficiencies, such as leveraging granular segmentation and exploring alternative platforms like Facebook and Reddit. These experiments, she noted, have revealed opportunities for driving demand beyond traditional paid channels.
Kristin echoed the need for innovation in addressing platform-specific constraints, highlighting the value of integrating thought leadership and webinars into broader campaigns. By focusing on content that educates and engages, Swap has been able to improve lead quality while optimising budget allocation.
"Allocating resources effectively is always a challenge, but by focusing on non-branded paid search, SEO, and experimenting with platforms like Reddit alongside narrow ABM targeting, we’ve been able to address inefficiencies and drive greater visibility." - Elena Simkina
Building Trust and Authority
Establishing trust and authority emerged as another critical element of successful demand generation. Elena underscored the role of SEO in positioning Acronis as a credible industry leader, particularly through non-branded content that aligns with customer needs. She also discussed the importance of precision in ABM targeting to foster meaningful connections with high-value accounts.
Kristin elaborated on this point, noting that thought leadership content—whether delivered via blogs, webinars, or social media—is a cornerstone of Swap’s strategy. By aligning content with customer pain points and showcasing expertise, Kristin’s team has been able to build a strong foundation of trust, even with limited resources.
Emerging Platforms and Creative Tactics
The discussion also touched on the role of emerging platforms and creative tactics in shaping demand generation strategies. Both Elena and Kristin agreed that experimentation is crucial for identifying new opportunities. Elena described her team’s incursion into platforms like Reddit, which offer unique targeting capabilities and access to niche audiences.
Kristin highlighted the value of creative formats such as short-form videos and interactive content in capturing attention and driving engagement. She noted that these formats can complement traditional demand generation tactics, helping to maintain a dynamic and innovative approach.
Trends Shaping the Future of Demand Generation
As the conversation drew to a close, the panellists shared their thoughts on the trends and technologies likely to shape the future of demand generation. Both Elena and Kristin expressed excitement about the potential of AI and automation to streamline workflows and enhance targeting precision. However, they emphasised that these tools must be used judiciously to avoid overcomplicating processes.
Elena pointed to the increasing importance of data unification, which allows marketers to create coherent strategies and gain deeper insights into customer behaviour. Kristin, meanwhile, highlighted the growing role of community-driven platforms and the need to integrate these channels into broader demand generation efforts.
Conclusion
The insights shared by Elena Simkina and Kristin Rose underscore the complexity and dynamism of advanced demand generation. From balancing creation and capture to navigating platform-specific challenges and leveraging emerging technologies, the conversation highlighted the multifaceted nature of this critical marketing discipline.
As B2B marketers continue to navigate an ever-changing landscape, the importance of adaptability, innovation, and collaboration cannot be overstated. By staying attuned to emerging trends and refining their strategies, marketers can turn challenges into opportunities and drive meaningful results in even the most competitive environments.
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