How to be a Demand Gen Marketer w/ Max Eiden

Executive Conversations

“One of the biggest issues when you only focus on leads is that you don’t have any Marketing-Sales alignment.”

Hello hello! For episode 72 of the Flying Cat Marketing Podcast, we sat down with Max Eiden, founder of hey.ad, to discuss why marketing should not focus on generating leads, why people are overly focused on lead gen today, and how we can change marketing to be more customer-centric.

Hey.ad is a lead generation company based in Hamburg, Germany. They help B2B SaaS companies increase their pipeline growth, and attract qualified users with their approach to holistic marketing and focus on demand generation.

In this episode, we deep dive into holistic approaches to marketing, lead generation, and customer-centric marketing. Marketing has always been expected to deliver leads to sales—but our responsibility in this model usually stops after we hand over those leads. Max explains why this model is broken and how we can improve our marketing to match today's B2B buyer behavior by making it more customer-centric.

According to Max, “[if marketers] only have the responsibility of generating leads, [they] don’t know how much of the pipeline [they] generated, how many qualified ops [they] generated, or how much revenue [they] generated, because [they] think it’s not [their] responsibility to be aware of this.” It’s important for marketers, salespeople, and companies to think about lead generation in new ways because they’re working from models created in previous decades. Tune in to understand how they should approach it instead, and why.
In this episode we talk about:

• Customer-centric marketing
• Holistic marketing
• Demand generation

Timestamps

00:00-00:46 Introduction

00:46-06:56 Why marketers shouldn’t focus on lead generation

06:56-08:40 Lead generation touchpoints vs. marketing touchpoints

08:40-09:16 Differences in buying intent based on channels

09:16-10:20 Why are we still so focused on lead generation today?

10:20-11:13 What marketers should focus on instead

11:13-13:05 How does creating content on awareness channels influence word-of-mouth marketing?

13:05-15:10 How to get your message across more often and more effectively

15:10-17:22 Differences in lead generation and demand generation

17:22-19:51 How sales and marketing can work better together

19:51-21:53 How to better understand your funnels and touchpoints

21:53-26:05 How to make the buying journey more customer-centric

26:05-27:13 Outro

Connect with Max Eiden on LinkedIn: https://www.linkedin.com/in/maximilianeidenheyadsaas/

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