Optimizing GTM Strategy For Growth | Refine Labs B2B Marketing Roundtable

Stacking Growth | The B2B Go-to-Market Podcast

CEO ⁠Megan Bowen⁠ and VP of Marketing ⁠Evan Hughes⁠ hosted Director of Demand Generation Kerri Amodio to walk through the shift from a Lead Gen to Demand Gen strategy, especially focusing on the complexity of making the transition in a larger organization.

They explored how to build a compelling business case using historical data, manage the change process effectively, and guide your organization through a mindset shift, and gave insights on the phases of GTM transformation and how to influence leadership buy-in.

Key Takeaways:

• Transitioning from lead gen to demand gen involves understanding current state, obtaining leadership buy-in, and segmenting changes into manageable phases.

• A deeper focus on demand creation, in addition to demand capture and conversion, helps companies sustainably grow their market share over time.

• Leadership alignment and clear communication, bolstered by data-backed business cases, are essential for successful change management.

• Emphasizing customer experience as a marketing strategy can significantly enhance word-of-mouth referrals and overall brand reputation.

• Demand creation strategies should focus on solving real customer problems and delivering unique value propositions through the right digital channels.

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