031 - The Dark Iceberg
1* The correlation between demand generation and demand capture
This image perfectly encapsulates the simplicity of how demand generation and demand capture work TOGETHER.
2* The Dark Iceberg?
Keeping with the demand generation theme, The Dark Iceberg.
This is not a new buzzword, but an interesting articulation of how B2B Buyers are buying.
What presents on the surface is what we can see, or at least what our attribution and CRM platforms tell us.
But the reality is, there’s so much underneath driving demand and influencing the buying decision, we simply can't see it / measure it.
Understanding what you can see and can’t see, or what you can attribute and can’t attribute, will enable you to unlock better marketing, more strategic thinking and deliver creative experience..
Unless the shackles of what you “can’t see”.
3* “A scalable go-to-market strategy requires BOTH demand creation + demand capture”
The success of each depends on the other.
4* 5 B2B marketing trends that have been expedited, enhanced, or evolved in the pandemic
Conversations / Articles You Should Read
When you don’t have the budget as a founder or solo marketer
Your content strategy shifts and becomes clearer
Marketing is messy - Here are my top tips to simplify things
Tools, Platform, Events or Podcasts
Each week I share a tool I find interesting, an event I’m attending or a podcast I have listed too.