This live webinar features two prominent B2B marketers in Mark Kilens, VP of Content and Community at Drift, and LeadMD CEO Justin Gray, as they discuss how to create a demand gen program that brings your entire company into alignment and delights your buyers.
Mark sets the stage by noting the need to provide the same immediacy in the buying process that we’ve come to expect in communication. However B2B businesses by and large haven’t adapted to this new culture of NOW.
Diving into the process of demand gen alignment, Justin emphasizes the importance of timing and focus. Sales and marketing really struggle due to disparate focus. To succeed, you need to get rid of that disparate process and align the two teams around a single goal.
He goes on to caution against an excessive focus on volume and velocity in lead generation. Everything that relates to conversational marketing is about quality and forming a real relationship, not purely volume.
Until you create inner alignment at your org, that should be your sole focus. Get executive buy-in, get the sales and marketing leadership in a room, and establish shared benchmarks. Delivering a consistent way over time in pursuit of a common goal is the key.