Building brand awareness in the market can take many forms. One channel that has gained a lot of momentum is LinkedIn. If your buying audience hangs out on LinkedIn, it can be a prime marketing channel for your company. It can play a pivotal role in reinforcing and expanding your company’s brand. And it’s a way to consistently stay in front of potential HR technology prospects and clients – without feeling intrusive – which can build credibility and trust over time.

(00:00:21) Why you should consider leveraging LinkedIn to reach HR tech buyers

(00:01:51) Know your audience and consistently engage with them to grow your LinkedIn presence

(00:05:29) Build a brand ambassador program with employees to expand company visibility

(00:10:23) Quality, consistency and engagement matter to maximize reach

(00:17:08) Leveraging the various content options on LinkedIn

(00:21:08) Amplifying reach with paid campaigns

(00:23:05) Understanding the account targeting options

(00:25:47) The different types of paid campaign options

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.

In past episodes, we’ve been digging into the 12 levers that we believe need to be dialed in around your marketing efforts to optimize results. In this 6th and final episode of the multi-part series, we are wrapping up with the final two levers: marketing & sales alignment AND sales processes.

While the other levers are more directly owned by the marketing team, these last two go beyond the marketing team to encompass our friends on the sales team as well. You might be thinking these don’t belong on the list, but we felt we couldn’t skip talking about these last two levers, because quite frankly, if you don’t dial these in as well, your organization won’t be optimized for maximum success on the marketing front.

(00:00:25) Overview of the 12 marketing levers you need to dial in to optimize marketing performance

(00:01:02) The significance of marketing and sales alignment for organizational success

(00:02:39) Common misalignment issues and the red flags

(00:05:30) Conflict between Marketing's lead generation goals and Sales' quality concerns

(00:07:56) Leadership's expectations for marketing to drive sales and the implications

(00:09:01) You need higher converting leads for sales success

(00:12:23) Getting Sales leadership buy-in

(00:15:04) Clearly defining the roles of sales and marketing for better alignment

(00:17:27) Governance over sales tools created by sales reps and creating a process

(00:20:33) Analyzing win-loss trends to identify opportunities to improve sales and marketing tools

(00:22:27) Supporting sales processes through content and collateral

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.

In the ever-evolving landscape of marketing, it’s crucial to fine-tune every element to drive optimal performance. In previous episodes, we delved into the first eight essential marketing levers out of the 12 we believe need to be dialed in to optimize your marketing performance. On this episode, we're shifting our focus to the next two critical components: Tactics and Measurement. These elements are not just about execution; they are about precision and impact. By implementing strategic tactics and rigorous measurement practices, we can refine our approach, ensuring that every effort is aligned with our goals for sustained growth and success.

(00:00:21) Exploring the 12 marketing levers and why they need to ALL be dialed in

(00:02:04) The importance of effective marketing tactics to drive growth

(00:03:44) The reality of the longer buying cycle and the necessity for more marketing touchpoints

(00:06:14) Building an omnichannel approach to effectively reach diverse decision-makers

(00:10:36) A need for tailored content strategies to engage multiple decision-makers

(00:11:06) Exploring the 3 pillars of demand generation: strategy, content and distribution

(00:18:21) Marketing measurement and the issues marketers face in evaluating program performance

(00:21:06) The reliability of data and its impact on marketing performance evaluation

(00:25:06) Importance of analyzing marketing data trends rather than just presenting raw numbers.

(00:31:06) Suggestions for developing a comprehensive reporting mechanism

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.