Are you still under the impression that demand generation is just a tactic or a single person's responsibility? In this podcast episode, Tara Robertson is joined by the co-founders of Storybook Marketing, Liam Moroney and Graceanne MacDonald, to debunk the biggest misconceptions about demand generation and emphasize the importance of a holistic approach throughout the team. They stress the importance of understanding the customer journey and using the right channels to reach the right people. They also discuss the importance of audience research and getting feedback from the sales team to figure out what works best. Episode Links:Follow Tara on LinkedIn: https://www.linkedin.com/in/taraarobertson/ Follow Liam: https://www.linkedin.com/in/liammoroney/ Follow Graceanne: https://www.linkedin.com/in/graceannedomino/ Check out Storybook Marketing: https://www.storybookmarketing.io/ Follow Amanda Natividad: https://www.linkedin.com/in/amandanat/ Follow Rand Fishkin: https://www.linkedin.com/in/randfishkin/ Follow Justin Rowe: https://www.linkedin.com/in/justin-rowe-4043339b/ Katelyn Bourgoin: https://www.linkedin.com/in/katebour/ For even more marketing tips… 🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup 🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/ Timestamps: 00:00:00 Intro 00:01:50 Demand Gen Tactics and Strategies 00:03:41 The Definition of Demand Generation for Marketing Teams 00:04:58 Effective Strategies for Reaching Customers 00:06:34 The Relationship Between Sales and Marketing Teams 00:11:16 The Role of Marketing in Generating Pipeline and Revenue 00:16:41 Exploring the Benefits of Podcasts for Lead Generation 00:18:20 Outbound Marketing Strategies 00:20:11 Coarse Correcting and Fixing an Outbound Function 00:22:32 Coordinating Outbound and Inbound Marketing Strategies for Maximum Effectiveness 00:24:23 Lead Scoring and Intent Data in B2B Marketing 00:29:50 Emotionally-Driven Marketing Decisions 00:31:16 Defending Long-Term Strategies in the Face of Short-Term Budget Cuts 00:34:52 Reallocating Marketing Budgets and Looking Ahead to the Future 00:36:30 Leveraging Lean Marketing Strategies for Maximum Impact 00:40:13 Wrap up Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!