#68 Vince Moreau - Demand generation doesn't exist [English]

In this episode of the Inbound4Cast Vince Moreau talks about why he believes demand generation doesn't exist.Topics we cover:- Vince believes demand generation doesn't exist - you can't generate demand, only identify and fulfill existing demand. - He argues the definition of demand generation doesn't make sense - demand is wants plus needs, so you can't create new demand out of nothing.- The one exception is creating a new problem that people then need a solution for, like the shampoo industry did in the 1950s. - Vince argues that what works in "demand gen" is actually just branding and awareness, not generating demand.- He believes most marketing departments don't do proper marketing - they skip researching the market and developing a strategy and jump right to tactics.- Proper marketing has 3 components: 1) Research the market to understand customers' problems and alternatives 2) Develop a positioning and messaging strategy based on the research 3) Execute campaigns across channels.- Vince argues against nonsense marketing jargon, saying it leads to confusion and failure. Words matter.- He believes tactics like lead gen don't create long-term growth and are overhyped on LinkedIn by people trying to sell services.- Mental availability and physical availability drive sales - being top of mind and easy to buy - not loyalty or demand generation.- Vince argues AI like ChatGPT is a tool, not a shortcut - it needs human guidance and oversight to be used properly.