#134: 5 Steps to Transition from Lead Gen to Demand Gen - Demand Gen mini-series Ep.6

The B2B Playbook

Want to make the change from lead generation to demand generation?

Making the shift from lead generation to demand generation can be a game-changer for B2B marketers looking to drive sustainable, scalable growth. But knowing how to execute that transition smoothly is key. In this episode, we lay out our proven 5-step framework for successfully implementing a demand gen strategy without disrupting your existing marketing efforts.

We cover the importance of making a strong business case, cutting a portion of your budget for a pilot program, creating a detailed demand gen plan, assigning tasks and accountability, and measuring and scaling your success.

You'll learn how to allocate a portion of your current budget to pilot a demand gen program, develop a comprehensive strategy tailored to your business, assign clear roles and accountability, and measure success so you can double down on what's working. We also share tips for getting buy-in from sales and leadership.

This is pt.6 of our mini-series on Demand Generation, where we answer every question you could possibly have around the topic.

Tune in and learn:

+ How to make a compelling business case for demand generation

+ Step-by-step guidance on transitioning to a demand gen strategy

+ Best practices for executing a successful demand gen pilot program

Whether you're just starting to explore demand gen or looking to level up your existing programs, this episode breaks down exactly how to transition the right way. Follow our step-by-step guidance and you'll be on the path to a scalable demand engine that drives more qualified ops and top-line revenue.

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00:00:00 5 Steps to Transition from Lead Generation to Demand Generation

00:01:19 Step 1: Making the Business Case for Demand Generation

00:04:14 Recapping the Business Case

00:06:26 Calculating Return on Investment

00:09:19 Step 2: Cutting 10% of Budget for a Pilot Program

00:12:11 Auditing Existing Activities

00:14:42 Focusing on One Product and Segment

00:16:18 Step 3: Creating the Demand Gen Plan

00:19:09 Executing the Demand Gen Pilot Program

00:21:46 Using a Gantt Chart for Task Planning

00:23:40 Step 4: Assigning Tasks and Accountability

00:25:32 Step 5: Measuring and Scaling Success

00:27:52 Key Takeaways and Next Steps

00:29:54 Closing Remarks

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S06 E134 - The B2B Playbook

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