This episode features a conversation with Kevin Tate, the CMO at Clearbit. With extensive experience in enterprise SaaS, eCommerce, digital marketing, and social media, Kevin offers valuable insights on the shifting economics of demand generation driven by changes in the market. He also emphasizes the significance of timing in brand awareness building, highlighting its pivotal role in today's business landscape.

Key Takeaways:

• Optimizing inbound motion has become a big focus area in the new economy for CMOs.
• The economics of demand generation is changing, with more tire kicking and fewer direct leads due to the market shift, but building awareness is still important.
• Mid-funnel content–content designed to nurture potential customers who may have interest but not the budget–is an uncuttable budget item for Kevin.

Quote: 

“When things were really frothy, you could be more sure that someone who came across your content ad on Facebook or Instagram might be in the market. Now, it's less likely that they're ready to buy but it's just as important as a brand to be building awareness so that you're top of mind when the time is right.”

Episode Timestamps:

* (01:30) - Meet Kevin Tate, CMO of Clearbit

* (04:00) - Navigating changes in shifting markets

* (15:00) - Kevin’s uncuttable budget items

* (33:00) - How do you show ROI from mid-funnel content?

Sponsor:

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links

• Connect with Ian on LinkedIn
• Connect with Kevin on LinkedIn
• Learn more about Clearbit
• Learn more about Caspian Studios