Hello!

Let’s face it. The intro to this newsletter is becoming the section about Shannon. That’s because I have things I want to share with you!

So far, I haven’t talked much about my current job search. And well, it would just be a horror story anyway! Even so, there have been several positives out of this experience:

• My network has grown and I’ve met many very talented people, some going through a similar journey.

• I am getting more comfortable with being uncomfortable. This could lead to videos…maybe.

• I am becoming obsessed with talking freely about my thoughts on ROI (we are doing it wrong), leads (volume is not the goal), and investing in brand (yes please!).

• After decades with a profile on LinkedIn I am really using it for the first time ever. I know, where have I been? I used to just share and like company posts in the past. Not my best work! Better late than never.

• And don’t forget the free time! I am loving the time off even though I am ready to get back in the game. But hey, my garden looks great and my pantry is 🔥

Next up, it could be a podcast, a book, or a Hollywood movie (I’m leaning toward “Silence of the Leads” or “Nightmare on Attribution Street”). Stay tuned, I have the feeling the next time we meet here, I’ll have an announcement.

Enough about me! Now let’s jump into the marketing meat of this newsletter. It’s all about trendspotting for demand gen.

5 Trends Shaping Demand Generation

B2B marketing is trendy. It’s already hard to keep up with all things B2B marketing, but the trends keep coming. It’s not to say that marketing is changing. In fact, it really does stay the same.

Most of what I see driving the trends is the evolution of tools and software that help us make sense of all the data we already have.

And I have big hopes that these will come through, but marketers have been let down before. Audio chat rooms, intent data, ABM software anyone?

AI supporting better use of data is a theme throughout the list. Here are my 5 favorites in no particular order:

1. Personalization with AI

It’s already the new classic!

We know this is happening and while personalization is always big the addition of AI has amped up the power. Look forward to the ability to finely segment audiences, predict behaviors, and customize content across channels like email, social media, and websites.

To get started, leverage the existing software in your stack that already incorporates AI. If these tools don’t fully meet your goals, then consider exploring new software solutions to add to your stack.

2. Next Gen ABM

Once a big trend itself, it works great in theory but the software comes short of delivering the dream. The key change here is driving scalability and efficiency mostly supported by AI. Not unlike personalization with AI this ensures that all customer touchpoints are aligned, segmented, and directed in the right place!

3. Conversations With an AI SDR go Mainstream

Personalized and interactive conversations through chatbots, live chat, and messaging apps are moving into the mainstream.

Although not a novel concept, I remember deploying a chatbot named Heather via Conversica back in 2016. Heather, acting as an incredible SDR, engaged customers in real-time, efficiently qualifying leads, assessing interest, and delivering personalized attention.

This approach is great for its immediacy and effectiveness in customer interaction.

4. Signal-Based Marketing

Signal-based marketing has entered the scene with the most buzz of all, and I’m here for it!

This is the ability to distill buying signals from the piles of marketing data available so we can make better strategic and tactical decisions. I am very excited about this but am prepared for it to be a long and bumpy road to realizing the dream, not unlike ABM.

Companies like Common Room, Signals, and Setsail have ventured into the space.

5. Investing in Brand Awareness

Out of all the trends, I hope this one holds true. I’ve noticed a groundswell of support among marketers to invest in brand awareness.

It’s worked for the big brands all along, after all, it lifts sales and marketing efforts across the board. The catch is that marketers are also under pressure to prove ROI of every dollar spent and investing in brand is not a 1:1 result so the efforts tend to get squashed.

Thanks for reading

I am happy you are here. I have a lot to learn on the newsletter front but that is the life of a marketer…we never stop learning!

Shannon