Episode 97: How to launch a demand generation program at B2B company with high ACV with Andrei Zinkevich & Vladimir Blagojević

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelIn this episode we present with Vladimir Blagojevic:- 6 stages of launching and scaling B2B demand gen program- How to use customer research to amplify demand gen programs- How to refine demand capture- How to operationalize and scale B2B demand genOn-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-cFull-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newslJoin our community for B2B marketers - The Trenches: https://sendfox.com/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogEPISODE SUMMARY10 steps to build a demand generation function at a B2B company.1. DEVELOP A DEMAND GEN STRATEGY.Demand gen is not a bunch of organic and paid tactics. Make sure you have:- Clear ICP- Marketing message- Goals and resources2. CUSTOMER RESEARCH.Run customer interviews and analyze the digital behavior of your buyers to understand:- What channels do your buyers use for education and research?- What are the questions and topics they are interested in?- What are their KPIs, “jobs to be done” and the typical challenges?- Who do they follow and trust?- What communities/associations do they engage with?3. TOPICS CATEGORIZATION.Categorize demand topics and put them into 4 buckets.1. Business triggers that push your buyers to start looking for solutions like yours.2. Demand triggers: what can attract their interest and motivate them to learn more about the problem or an opportunity?3. Discovering and evaluation.4. Decision-making: what can influence their decision?4. PRIORITIZE CAMPAIGNS.Map out all demand campaigns you believe make sense to launch.Prioritize by:- scope- budget- resources- easiness of launching- potential impact.5. DEVELOP OR REFINE DEMAND CAPTURING.Before launching a pilot demand gen campaign:- Reduce friction points (long forms, pricing unavailable, etc.)- Define one process of demand capturing (retargeting of engaged accounts, intent data, etc.)6. SELECT AND LAUNCH PILOT CAMPAIGNS.Don’t push all of your resources into the pilot campaign. Instead:- Define the goals and align them with sales and execs.- Define a small pilot team (2 people max). Reduce KPIs/reallocate revenue targets.- Select only one channel and one program. Don’t do multiple things in parallel.- Create a clear timeline and leading metrics to track progress.7 .OPERATIONALIZE PILOT CAMPAIGNS.After your campaign gets traction, document the process and onboard or hire a team member to maintain the campaign.8. CREATE A DEMAND GEN REPORT.Add a mix of self- and digital attribution (digital analytics + How did you hear about our product?) to show the impact of marketing on revenue.9. GROWING FUNCTION.Gradually launch and document new demand generation and demand capturing campaigns.10. BUILD A DEMAND GEN TEAM.Don’t hire for the process that doesn’t exist in the beginning. Bring people to maintain the existing campaigns, refine them and give some space for...