70. Series 2 | Ep 33 How Cognism Quadrupled its Inbound Pipeline by Shifting from Lead Generation to Demand Generation, with Liam Bartholomew, Global Head of Demand Generation

Market Mentors

Many modern marketing strategies are prioritising demand generation over lead generation, taking a far more customer-centric approach, and achieving great success.
An example of this is Cognism, a company that has recently increased its inbound pipeline four times over by embracing demand generation.

In this episode, Liam Bartholomew, Global Head of Demand Generation, tells us the story of how Cognism has quadrupled its inbound pipeline by shifting from lead gen to demand gen.
They cover;

• Why Cognism wanted to shift from lead generation to demand generation in the first place
• The concerns senior leadership had with shifting focus away from pure lead generation
• How the day to day role of the Demand Gen team changed with this shift
• The metrics Cognism now tracks
• The results they've seen from this shift
• What the team are working on now to improve their results further
• What the first few hires Liam would make into a marketing team to execute a demand gen strategy like Cognism does
• What skills and attributes a demand generation marketer need to be a success [Cognism are currently recruiting]

And so much more...
Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.
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