Rethinking Demand Generation in ABM and Tech Sales

Our illustrious founder has bitten the bullet and plunged, tank top first, into the world of LinkedIn video content. You have to respect the grind.

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Below is a transcript from his video blog series, the Tank Top Diaries.

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“Welcome to the second edition of Tank Top Dairies. I have checked, and this is a different tank top to the first episode.

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Something that's been on my mind for a few days is some of the names that we use for activities in the world of ABM, and in the world of sales and marketing in technology.

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Demand generation is the one that I'd like to maybe just focus on for a little while.

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It always just strikes me as being a bit of a lie. We're not creating demand – nobody's knocking down your door demanding to buy your software. I don’t think. Not the last time I looked, anyway. So I think maybe we need to unpick it a little bit, and you'll probably see a little bit more about this from us over the various newsletters and things that we're doing over the next few weeks.

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But you know, I think we're creating curiosity – if we do it well.

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I think we're creating engagement.

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We're creating a human contact for when there is an opportunity that’s been identified, and we're definitely - at our very best - creating a need in the mind of a customer.

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But demand? I think not.”

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