202: The Ins and Outs of B2B Demand Generation

In case you haven't heard, it's time to rev up your demand generation tactics. With budgets cut and in-person lead nurturing opportunities out of the picture, it's up to marketers to put the pedal to the metal and show their CEOs and CFOs the return of marketing investment in hard dollars i.e. closed sales from marketing-generated leads. In this episode, we're joined by Kevin Fliess, a veteran CMO in SaaS and enterprise software who knows a thing or two about how to build an enduring demand generation engine that runs efficiently and effectively. He's worked for SAP, Cvent, Cofense, and is currently CMO of Altum. His comprehensive insights cover everything from simple messaging to frictionless free trials to lead scoring models—as well as his take on why the brand purpose work Cofense did with Renegade last year was crucial to their COVID response.