230. Idea: How Industrial Manufacturers can Shift from Lead Gen to Demand Gen

Changing behavior is hard - especially for manufacturing.In this thought provoking idea episode Chris Roche breaks down how those in industry can start the shift from lead generation to demand generation.  He does a phenomenal job of explaining the history of lead generation and how it evolved over the years.In the ever changing digital landscape it is critical to develop a demand generation mindset and strategy.  Chris breaks down how focusing on video content around the problems your solutions solve is a great way to get started.  You want to build credibility and influence with potential clients at all times and when they enter the buying cycle you will be top of mind.Chris reviews metrics that are important to measure for success including return on ad spend and sales qualified pipeline.  He explores the importance of companies embracing the idea of personal brands with their teams and how some of the best messages come from the top level leaders.This conversation is full of wisdom and insight that can be applied to your business immediately.  Grab a notepad and remember to keep asking why!Guest: Christopher Roche - CEO at Catalyst Consulting Catalyst Consulting WebsiteIndustry War Story Submission: Send us a DM!FacebookInstagramHost: Chris GraingerExecutive Producer: Adam SheetsPodcast Editor: Andi Thrower