It is clear, we all want quality leads; demand marketing focuses on identifying and amping up campaigns yielding the leads that fit your ideal customer profile. When demand marketing programs like Chris’ Revenue Engine Optimization are successful, your sales team can focus more on talking with prospects who are highly likely to buy rather than those likely to lead to a dead end. Well-orchestrated, demand gen helps to bridge the gap between marketing and sales and contributes meaningfully to a company’s path to growth.
When hiring a demand generation team, an organization should consider how to define the role of a demand marketing specialist as it pertains to the company and their clients and be clear about the skills, responsibilities and qualifications the specialist need to be successful. In our podcast this week with Chris Walker of Refine Labs, he shared his thoughts on what makes a team member the kind of peak performer you want in your marketing group (39:32):
Are they good people?
We spend a good portion of our waking hours at work, so being around people we believe in and enjoy is essential to making our work that much more effective and engaging. Without doubt, one of the greatest influences in our professional life is our core team. Our ability to perform, our effectiveness, our earning ability, and often our health, our peace of mind, our sense of wellbeing and contribution depend greatly on those we work with….. Our team impacts everything.
When we work in an environment where we are challenged and supported by good people, we feel more alive and can accomplish more. Picture a workplace that reinforces the mindset you need, that equips and empowers you to drive the results you want, and routinely encourages you to take the necessary actions and display the behaviors to create great success.
In this environment, wouldn’t you feel you could do anything? Wouldn’t you build the confidence no force on earth could spoil or slow down?
It takes a team of likeminded, good people to create such esprit de corps.
Can they earn immediate trust?
We talk about it all the time at CercaTalent+ and bring it up in every call. Trust is essential to ongoing success and to reaching the ranks of the truly elite. Rarely does an individual, team or brand that hasn’t generated trust excel.
In the end, we only work with those we know, like and TRUST. When you trust others, you feel assured in their abilities to do something or to remain true to and steadfast in a partnership. When you trust a brand or a product, you see it as reliable and dependable.
“I trust you.” For many of us, these words are something abstract — a rather fluffy, sometimes fuzzy thing. Yet, trust is not some soft, ethereal or elusive quality you either have or do not. Rather, trust is a pragmatic, tangible, actionable asset that must be developed, and you can create it much faster than you might believe possible. This is important, as transcendent values, like trust and integrity, literally translate into profits and prosperity in whatever way you count real value.
Simply put, trust is confidence. It is the ability to depend on the integrity, strength and skill of another to perform as promised. You know when they say, “I will”, they do.
Entrepreneurial and Inventive
Demand marketing, while data driven, is not an exact science. Therefore, look for those with the will and courage to routinely test new ideas and learn, both vertically and horizontally, from those experiments.
Such an Entrepreneurial spirit comes from an unwavering mindset that actively seeks out change, rather than waiting to adapt to change. It’s a thinking that embraces critical questioning, innovation, service and continuous improvement. According to Michael Kerr, an international business speaker, author and president of Humor at Work. “It’s being agile, never resting on your laurels, shaking off the cloak of complacency and seeking out new opportunities. It’s about taking ownership and pride in your organization.”
To have an entrepreneurial spirit requires you approach the dynamics in any market motivated and capable of taking things into your own hands. Seek out those with a more innovative approach to thinking about products or services, new directions to take the company in, or new ways of doing old things.
This usually means that a candidate should have exhibited strength in working within a budget and corporate guidelines where they still found inventive and imaginative ways of getting the job done. “This attitude can have amazing effects not only on profitability, but from an HR perspective can contribute to increases in employee satisfaction, retention, public image and productivity. Other HR effects can include reduced time to fill jobs, especially if the entrepreneurial spirit is used as a leverage point,” according to Jay Canchola, an independent human resources consultant.
Do they also match our customer profile?
Chris has found enormous success in hiring people who have worked in roles similar to the clients he is seeking to serve. It is clear, when you have people on your team who really understand the job of the customer they are marketing to, they will be far more successful in earning the right to advance with a much larger number of future clients.
But, do you even have an Ideal Customer Profile? Start there, and then hire to it. In this fast moving, attention economy where clients are likely already 80% of the way down a buying journey before you even speak with them, you will want to ensure the people on your team have “been there, done that” so that the conversation can begin at a place of mutual understanding, not basic situation probing.
What intangibles do they bring to enhance the team?
In demand marketing, the required hard skills are evident: proficiency in data tech stacks and utilizing that data to drive decisions, SEO, social platforms, writing copy and content creation. What are some of the intangibles that a team member must bring to be great at demand marketing?
A top candidate will be flexible and adaptable and have demonstrated a high level of emotional intelligence and grit over their career. You will want those that indicate they have deep intuition and intensity of focus to make a daily positive impact and display a willingness to closely collaborate with others.
Perhaps most important, you should seek out those who remain constantly curious. For sustainable growth, the company and its employees must pick up new marketing skills and information over time — and they can only do that if they are genuinely interested in always discovering more about the industry, their customers and career path.
Curious marketers don’t just focus on the task at hand. They venture outside their comfort zone, study up on industry trends, observe competitors, and often come up with the freshest or most unique ideas. Marketers with natural curiosity are always looking for new things to learn and new ways to improve. This makes them a valuable asset to any marketing team.
To discover this in an interview, pay attention to whether they Demonstrate curiosity by expressing interest in opportunities for growth and shifts in market dynamics. Seek out those who express a clear willingness to go above and beyond the job description and make it clear they are willing to learn innovative marketing skills and take on new responsibilities.
Not just going through the motions
That curiosity should lead to the kind of constant and continuous improvement that creates genuine customer preference. Plain and simple, those coming in each day to check a box, complete the tasks at hand and clock out, without inventiveness and curiosity, will not help your company thrive.
You should look for those that have a bit of a “limitless” attitude. Not over-confidence, arrogance or narcissism, but those that just aren’t afraid and genuinely thrive in taking calculated risks and venture, routinely, to the very edge of the proverbial envelope. If you are just standing still today, doing things in a monotonous fashion as you always have, you are actually moving backward.
Seek out those that do not know what cannot be done. These are the kind of contributors who will make sure you can accomplish anything.
Since Demand marketing is the umbrella of programs that get customers excited about your company’s products and services, today’s demand generation team member must be a customer-centric marketer with seasoned skills in inbound and outbound marketing. The days of just creating landing pages with forms to capture leads are over.
With budgets being restrained and impacted by the pandemic, a track record of success needs to focus on the bottom line more than ever. The demand generation strategies that go beyond vanity metrics of impressions and clicks and directly result in conversions and customers are the areas where a demand generation team member should be specifically focused.
Whether it is through paid search, paid social or SEO, identifying the strategies and audiences most likely to become customers is where demand generation team members can help you the most. Making sure the demand generation team is locked in on those goals with clear conversion-related KPI’s is more critical than ever.
Links from Today’s Podcast:
Chris’ LinkedIn Profile: https://www.linkedin.com/in/chris-walker-41597028/
Chris’ Company: https://refinelabs.com/about-us/
Also, if you haven’t connected with Scott, please connect with him on LinkedIn. You can find him here: https://www.linkedin.com/in/scottrivers/
An extension of your internal team
Chris built Refine Labs to help companies experiment with, prove, and adopt progressive marketing techniques. Their core marketing offering has been shaped, iterated, and battle-tested over the last 7 years in B2B companies ranging in revenue from $2MM to $50MM. His team’s results are consistent and span across industries including medical devices, industrial, scientific, and health/wellness. They carefully choose only to work with companies that we expect will see immense benefit from our work – if not best equipped to help you, they will find you a partner who can.
Chris is on a journey at Refine Labs to help companies optimize their revenue model. He has spent the last six years of his career perfecting the process at rapidly growing early- and growth-stage companies. The final product, his Revenue Engine Optimization formula, is a unique combination of Revenue Operations, Growth Marketing, and Buyer Enablement, which has been proven to accelerate business growth and new customer acquisition with a focus on pipeline velocity.
His Tech Stack: Hubspot | Salesforce | Metadata.io | SEMRush | Cloudflare | Wistia
Chris’ Areas of Expertise:
+Go-To-Market Strategy Design
+Social & Content Strategies
+Attribution, Insights & Analytics
If you or your company are ready to take your marketing results to the next level, contact him using the information above.
CERCA Talent is a full-service Talent Firm with strategic focus in the areas of Life Sciences, Diagnostics, Genomics and Biotechnology.
Our clients choose to work with CERCA because of our deep understanding of the industries that we serve. They continue to work with us based on our knowledge and contacts which lead to amazing service to our clients. By working with the best clients, we are able to support them hiring the best talent in the industry.
Your host, Scott Rivers, is the Managing Director at Cerca Talent+, a Global Recruitment Solutions firm, where he directs the Diagnostics, Device and Genetics Talent Acquisition activities for the organization. Scott’s background as a recruiter, search firm owner and industry sales and marketing director, gives him an inequitable advantage in today’s talent market. Regarded as an expert in Talent Acquisition and Employment Technology, Scott has consulted some of the largest companies in the world on how best to implement talent acquisition strategies into daily practice.
Scott’s past experiences include senior sales and marketing roles at global organizations including Bayer AG and Johnson & Johnson. His last industry position was the Global Director of Oncology Marketing at a Johnson & Johnson Company. There, he was responsible for all upstream and downstream marketing activities pertaining to the molecular oncology products of the organization.