Kaylee Edmondson on LinkedIn: Most content exists to serve the algorithm. SEO for Google. Selfies… (2024)

Demand Gen started out as a role, then quickly evolved to a function, then GTM strategy. And now it's basically just doing marketing. With that, it's time to go back to the drawing board on what the purpose of your demand gen function should entail. I spent 4 Friday's with some of the brightest GTM minds meeting virtually over Zooms to talk about some of the most pressing topics. - Data and automation in 2024 and beyond - Account qualification and segmentation - SLAs, routing, signals, and intent - Importance of volume metrics vs conversion metrics All of these learnings and knowledge share helped define Chili Piper's playbook for Demand Conversion so you can create, convert, and close more qualified revenue. Check it out here. https://lnkd.in/eCQFFztU

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The buying process sucks...and it's way too difficult to get a demo. I've spent years fighting this same fight solving the demo scheduling part of this gap. But there are so many opportunities to solve for in the buying process. Imagine a platform that allows folks to watch demos without jumping into sales cycles. 🤯The fact is buyers want to see products, but they spend hours filling out forms, talking to SDRs, and being run through the AE discovery mill. Dimmo 🦖 solves for this by providing a marketplace for demos. It's the easiest way to explore and evaluate technology, and make the decision to talk to sales when you're *actually* ready. Building for the people. Plus they have really sweet swag. 😉

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B2B Playbook for 2024: (10 tactics I'm bullish on) - Cross channel content strategy - ABM on accounts with intent - Building an owned audience - Substack + podcast - Weekly live events - B2B influencers - Micro-events - Social selling - Short video - Research Where are you placing bets in 2024?

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I climbed the corporate ladder...and then jumped off. 🪂 I went from: Marketing Coordinator (2015) Digital Marketing Specialist Demand Gen Manager Senior Manager, Demand Gen Director of Demand Gen Head of Demand Gen VP of Marketing Solopreneur (2023) Candidly, going solo is one of the best decisions I've made. ✨

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Before worrying about creating and capturing demand, make sure you're converting existing demand effectively. Start at the Marketing <> Sales handoff. There's likely opportunity there to close gaps, operationalize the infrastructure, and increase handoff conversions. It typically comes down to: People, Process, Technology In a company I’ve partnered with recently we found that 30% of demo and pricing requests that raise their hand during working hours preferred to connect live on the phone, but of course we didn’t want to just stick a 1-800 number on the website and flood the sales team with junk calls and busy work. Instead we invested in technology that enabled us to auto-qualify upon form submission, allow the end user to select their choice of live phone call or booking a meeting, and only allowed those that were qualified to run through a live call router to connect with their Account Exec. This small change increased meeting held rates by 25% and sped up cycle times by 20%. 💡 Look for instances like this in your data! Odds are you’ll need to run some capacity models but could pick up tons of wasted pipeline that’s slipping through the cracks of your infrastructure.

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10 college classes I wish I'd had: 1. Psychology of Consumer Behavior (201) 2. Data Analytics: Attribution Edition (401) 3. Ethics in Marketing (101) 4. Marketing Operations (201) 5. Storytelling in business (401) 6. Data Privacy + Compliance (301) 7. Why people buy (201) 8. Content creation (201) 9. Personal branding (301) 10. AI in business (401) What would you add?

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SaaS companies have two choices: To be transparent...or not 😅 Most companies still choose to keep their pricing and packaging options behind a lead wall. This seems crazy for so many reasons 👇 - It sends your prospects on a hunt on your website (when we all know most fall off after 1-2 page jumps anyway) - Your sales teams’ calendars will fill up with less than ideal “prospects” just seeking more info — not ready to buy - Good luck forecasting revenue with a model like this. You’ll be working with varying degrees of interest on this form that’s supposed to represent your high intent buyers. However, there’s such another path here. ✨TRANSPARENT PRICING ✨ Most execs will be hesitant to make this move for fear that it reveals “all their cards” to the competition (speaking from past experience here 😅). In reality it simplifies and streamlines the experience for your prospects and your team. You’ll see: - More *qualified* conversions on your high intent forms - Tighter progression through opportunity stages, setting you up to more successfully forecast late stage pipeline - A stronger alliance between marketing and sales because you’re not passing them low intent leads to work For those who’ve made the switch, I’d love to hear how it’s going! Or for those without a pricing page, convince me why this is the path for your brand! (You can’t say because “every plan is custom” 🙈)

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An underrated skillset that should be on every marketing JD: 𝐃𝐈𝐀𝐆𝐍𝐎𝐒𝐓𝐈𝐂𝐈𝐀𝐍 🕵️ It's an easy way you can separate the top 1% from the rest. Someone asks, "is 44% a good MQL to SQL conversion rate? Our sales team says the ACV on those SQLs is too low." Most people respond, "Industry benchmarks say you should be 70% or higher." Diagnosticians respond, "How are you defining MQL? What's your MQL to closed won ratio? SQL to closed won ratio? How about your AE capacity (% of self-sourced vs marketing sourced)?" Very few POVs are cut and dry. Most require an additional layer of detail to appropriately diagnose the issue, form a point of view, and provide a solution.

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The age old question: to booth, or not to booth? This example highlighted is pulled from Dreamforce 2023 booth costs vs 5 micro-events in the Bay area. So many things are top of mind about the way we do events today: - we prioritize badge scans over content creation- the shelf life of a conference goes stale 24 hours after booth teardown - so much of the focus is AT the event so we overlook PRE and POST event activitesWe've all been there, navigating events with booth scans, product announcements, and the infamous pursuit of "leads" (often translated as "I just want a t-shirt"). We find ourselves investing $20,000 to $150,000 (USD), sometimes even more, to secure a 10x10 booth in a sea of other vendors.So I wrote about some ways in which we can all start to move the needle towards events that extend that shelf life 👇https://lnkd.in/gJcJ6XMj

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