Just a small portion of your target audience is ever in-market to buy at any given time. Investing in lead generation programs that focus only on this sliver of the market (about 5%) puts you behind in a fiercely competitive situation where companies are busy building awareness about their capabilities and solutions. 

In this episode, we help you rethink the panic cycles of lead generation with strategies that take you from trying to find a needle in a haystack to creating demand marketing that helps you get in front of prospects—long before they’re thinking about researching their next HR tech solution.

Listen now to learn how to create, balance and maximize a demand generation program that helps you hit your growth targets. 

0:00:00 | Introduction 
0:01:10 | Creating demand is important to achieving long-term growth
0:03:38 | The need to balance demand creation and demand capture programs
0:05:37 | The vast majority of the market isn’t buying right now
0:06:43 | Why building brand awareness and trust is critical
0:08:29 | The risk of relying solely on demand capture programs
0:10:12 | The cycle of panic when revenue falls short
0:11:19 | The challenge of uncovering leads without prior demand creation efforts
0:15:10 | Differentiate between demand creation and demand capture programs
0:20:18 | Convincing prospects who aren’t in-market to buy is unlikely
0:21:25 | Plant seeds, capture consideration and convince with targeted marketing
0:24:53 | Building a demand generation engine leads to better results
0:25:39 | Focusing on getting more hand raisers instead of chasing leads
0:26:10 | You’re limiting potential future growth when you don’t create demand with prospects before they are in market to buy  

The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com.