Podcast: The Demand Gen Fix

Building brand awareness, credibility and trust in the market doesn’t just happen. You’ve got to be intentional – creating a strategy that becomes the playbook to high growth. You’ve got to focus on the ideal customer profile, their needs and wants and how your business will address those needs.

Every company works to stand out in the crowd by positioning their company and products as different and better. But what happens when your technology doesn’t have any real, meaningful differentiators in the eyes of the prospect? Tune into this episode to learn the answer.

Content is at the core of most B2B marketing strategies. Content marketing is a proven strategy for creating brand awareness, building credibility and trust, and educating audiences so that when they are in market to buy, they choose your company as part of their evaluation process. But many marketers don’t give content the attention it requires to make it truly impactful.

The way B2B prospects buy has evolved – and that means marketing strategies must too. Today we are digging in to look at just how buying behaviors have changed in the past few years and what that means for marketers. Because as the tried and true marketing tactics lose steam, we’ve got to look for different ways to engage those elusive buyers.

The first half of this year – especially Q2 – was tough for a lot of B2B companies – including those in the HR tech space. Revenue is down for many organizations. With the pressure on, how will your team react? Do you change your marketing strategy or stay the course to try to combat a slower market? Or do you cut back on marketing since there are less buyers in market right now?