Episode 93: Old vs modern demand gen for B2B with Gaetano DiNardi

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelOn-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-cFull-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newslJoin our community for B2B marketers - The Trenches: https://sendfox.com/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blog.I sat down with Gaetano Nino DiNardi to cover Modern B2B demand gen. We’re going to cover:- How to run demand gen in 2023, and what you’d stop doing- Content distribution and awareness strategies to grab attention and create awareness among target accounts- The structure of a modern B2B demand gen teamOUTDATED ABM AND DEMAND GEN TACTICS:- Upload a wish list of 500+ accounts to 6sense and target with display ads- Send gifts in direct mail swag to cold contacts without any personalization to book a call- Webinars to pitch the product and follow up after- Gated ebooks with further sales follow-up- Track clicks and transfer the accounts who clicked the ads to automated multistep LinkedIn and email outreach cadence- Posting corporate press releases about money raised, awards, and hiring opportunities without content that educates and helps buyersMODERN B2B DEMAND GEN- Create demand and awareness via proactive thought leadership.- Launch 1:few partnership webinars and market research with niche associations or communities- Create personalized content hubs for buyer’s enablement and further nurturing- Content co-creation with target accounts- Interview target accounts on your podcast- Target accounts with the top-performing content to boost awareness- Retarget accounts with detailed case studies/use cases to identify engaged accounts for nurturing and demand capturing- Well-researched guest posts on the blogs/newsletters/communities your target accounts are following- Blog posts focused on solving specific challenges/answering questions your buyers have instead of generic writing for a high-volume keyword- Proactive content distribution- Niche-focused events to boost awareness and establish relationship- Collaboration with thought leaders- Newsletter that covers a specific topic in-depth instead of pitches and corporate press releasesMODERN ABM- Narrow ICP including account qualification and segmentation criteria- Marketing message tailored to ICP- Leveraging intent data to identify engaged accounts from demand gen programs- In-depth account research to personalize the value prop of your product and highly personalized campaigns- Connecting and engaging with the buying committee of target accounts on social- Expansion and deal acceleration campaigns aside from net new revenue- Non-sales touches and social selling for account activation- Direct mail swags for engaged accounts as a part of relationship & nurturing processesB2B demand gen and ABM are not siloed programs. They’d be run in parallel as a part of a full-funnel marketing strategy.The goal of demand generation - creating awareness and demand in a target market.The goal of ABM - warming up and activating engaged accounts produced by the demand gen program.Gaetano Nino DiNardi on Linkedin: