Marketing is often described as a complex game with elusive success formulas, challenging marketers to cut through the noise and capture the attention of potential customers. This episode, part of a series exploring 12 essential marketing levers, focuses on two pivotal elements: brand identity and awareness, and content. Understanding and fine-tuning these components can significantly enhance the performance of marketing programs, offering valuable insights for companies striving to optimize their marketing strategies.

Mastering brand identity and awareness, along with creating compelling content, are crucial steps in the journey toward marketing success. These levers, when properly adjusted, can drive impactful results and elevate a company's market presence.

(00:43) - The importance of brand recognition
(03:19) - Potential brand issues that can hinder your company’s success
(13:31) - Creating a content strategy to align with the buyer's mindset and buying process
(19:36) - Understanding the buyer's pain points and tailoring messaging to resonate better
(20:34) - Assessing and categorizing existing content for strengths, gaps, and weaknesses
(24:35) - Creating pillar content strategies and content loops that keeps the audience engaged
(26:30) - The critical role of these marketing levers in driving optimal marketing results

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.

Marketing is a challenging game to play. And figuring out the magic formula to success is not an easy feat. As marketers, we’ve got a hard job: break through the clutter of a noisy market to get the attention of prospects and win them over.

The reality is marketing is a very nuanced element of a company’s success. If just one component is not dialed in, it can throw everything off. That’s why we’ve defined 12 marketing levers to dial in. Each one plays a role in how your programs perform. In this episode, we talk about the importance of scale and the contact database in optimizing your company’s growth potential.

(01:55) - Indicators and challenges of scaling marketing efforts within an organization
(02:12) - Insufficient resources, budget constraints and time-consuming programs impact ability to scale
(07:24) - Documenting standard operating procedures to systematize processes for rapid growth
(16:21) - Considerations for building and implementing a marketing technology stack
(18:46) - The importance of your contact database the potential pitfalls of neglecting it
(21:15) - Challenges in organizing and cleaning up contact data – and what you need to consider
(27:27) - The importance of assessing and adjusting all of the 12 marketing programs to optimize for success

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.

AI isn't just a buzzword. Over the last year, it's become a pivotal component in almost every HR solution, with many companies integrating AI into their technology platform to enhance their offerings. Marketers are keenly positioning AI at the forefront of their strategies, hoping to capitalize on this trend to stand out in the highly competitive HR tech arena.

However, amidst this rush, it's crucial to understand how HR tech buyers are reacting to these AI-driven narratives. Are they convinced by the promise of AI, or is there skepticism about its practical benefits?

This episode is part 2 of a 2-part conversation where we dig in on this topic with Bennet Sung, fractional CMO at HR tech company, MeBeBot, to talk about how the market is responding to AI and what that means for the marketing approach.

01:10 - Buyer hesitation: AI solutions have a more complex and lengthy sales cycle 02:16 - CIOs and CISOs are getting involved in the purchase decision
06:39 - Marketers need to creating impactful marketing tools and a sales playbook to support the needs of buyers
14:12 - Helping HR teams understand where and how AI can provide value
17:24 - Focusing message positioning on addressing pain points to differentiate AI solutions

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.