#141: Demand Generation, Sales & Marketing Alignment, and AI in B2B - Steve Armenti (ex-Google) - Demand Gen mini-series Ep.13

The B2B Playbook

When sales and marketing play on the same team, an organization is able to acquire new customers far more efficiently. But the two are so often at odds with each other. Marketing are pressured to generate 'leads' right now, often forcing their hand to pass onto sales low-intent leads that have little interest in buying. Sales are just looking for 'hot deals' to meet their quotas, and become disgruntled with marketing after their leads feel like a waste of time.

To help you out, we've teamed with with Steve Armenti (VP Revenue Marketing and ex-Google) to discuss how the two roles can become more aligned, and start work as one revenue team.

We put together a Sales and Marketing Workbook that you can grab for free here:

It has 45 questions that you can work through with sales to make sure you're as aligned as possible. We've had amazing feedback from teams that used this workbook, so make sure you check it out!

In addition to Sales and Marketing alignment, Steve shares his expert strategies for driving revenue through effective demand generation, and his innovative use of AI.

This is pt.13 of our mini-series on Demand Generation, where we answer every question you could possibly have around the topic.

Tune in and learn:

+ Strategies for overcoming roadblocks to sales and marketing alignment

+ How to measure marketing's impact with demand gen

+ Tactics for scaling personalized, high-touch ABM campaigns

This episode is a must-watch for B2B marketers seeking to stay ahead of the curve and drive revenue growth through innovative demand generation strategies. With Steve's expertise and real-world examples from Google, you'll gain a competitive edge in the ever-evolving world of B2B marketing.

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00:00:00 Intro: Insights on Demand Generation

00:01:02 Steve Armenti: Google's Demand Gen Guru

00:02:55 Defining Demand Generation

00:05:10 Measuring Marketing's Impact: Revenue Marketing

00:08:00 The Importance of Sales & Marketing Alignment

00:12:20 Overcoming Roadblocks to Alignment

00:17:00 The 10-Step Sales & Marketing Alignment Workbook

00:21:10 Generative AI for ICP Research & Segmentation

00:27:00 High-Touch Account-Based Marketing (ABM)

00:32:30 The Art of Personalization in ABM

00:36:10 Leveraging AI for Account Targeting

00:40:30 Scaling Personalized ABM Campaigns

00:44:20 The Future of Demand Generation & ABM

00:48:00 Key Takeaways & Closing Thoughts

00:51:10 Outro: Subscribe & Follow for More

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👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

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Check out: https://theb2bplaybook.com/demand-generation-course

S06 E141 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #demandgen

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