How to Build your Digital Demand Gen Engine

Signals Podcast Network

Lauren McCormack, VP Demand Gen Leader at Revenue Pulse, . This speaker from the AI Revenue Summit breaks out what AI is and how it can be used efficiently. To stay current on our latest events, follow us on Linkedin.

Useful Timestamps:

1:48 - What is demand gen?

2:01 - Analogy of a lemonade stand

4:39 - Demand Gen is art and science.

5:27 - Don't over-invest in tech, invest in your people.

5:43 - How do you structure the engine itself?

6:25 - Cross-sell and up-sell potential is lost if you don't think about hourglass funnel (image presented)

9:16 - NIHITO: Nothing Important Happens In The Office

9:55 - What is an ICP: Ideal customer profile

12:10 - AI Experiment #1

13:36 - Defining your true ICP with GPT

14:05 - Data preparation: running cluster analysis on a CRM data export

15:30 - Original results interesting, but not great. How could we refine things further? Tell GPT more about our company

16:11 - Refining dataset by chatGPT generating a list of companies 25 times over based on clusters. Kept top 3 companies and dropped bottom 2 companies. Results blew them away. Results matched desired ICP.

17:26 - Find who the decision makers are. What their pain points are relating to their positions?

18:02 - Results: it took 3 days to build this process. Got a complete list of companies GPT defined as ICP's, which included many current clients.

19:01 - Concluding Remarks