Deanna Shimota talks with Jason Barnard about building a B2B demand generation engine for high growth. Deanna Shimota is the CEO of GrowthMode Marketing. She has made it her mission to know everything there is to know about B2B marketing and demand generation. Deanna is up to date on every tech trend and social media modulation. She is always on the cutting edge of marketing innovation. Deanna remains built on a solid foundation of marketing principles. She has used her skills and expertise to catapult several technology companies into growth mode. Now she leads GrowthMode Marketing with the goal of helping other companies follow the same path of success. In the dynamic landscape of B2B marketing, it is crucial to master the art of demand generation. This strategy goes beyond simply acquiring leads. It's about nurturing a deep-rooted interest in your brand's offerings over time and increasing awareness. At the heart of this method is the creation of an ideal customer profile — a guiding ray that helps you chart a course through the ocean of potential clients. This episode of Kalicube Tuesdays with Deanna Shimota explores the importance of niching down. The discussion also covers the pitfalls of overspending on digital advertising, the benefits of building a strong digital footprint and utilizing third party channels to increase awareness. Deanna also emphasizes the importance of speaking in the language of your target audience and having a hyper-focused ideal customer. The conversation continues with the complexities of the B2B sales funnel, the difference between an ideal customer profile and a buyer persona, and the secrets to a successful sale. The episode concludes with insights into lead generation strategies versus demand generation, the importance of true differentiators and the role of positioning and effective storytelling to stand out from the competition. As always, the show ends with passing the baton… Deanna passes the virtual baton to next week’s super groovy guest, Abby Wood. What you’ll learn from Deanna Shimota 00:00 Deanna Shimota and Jason Barnard 00:57 Deanna Shimota’s Brand SERP 01:56 GrowthMode Marketing’s Brand SERP 03:44 What is High Growth? 04:48 What is the Difference Between Short-Term and Long-Term Growth in Marketing? 06:48 Lead Generation Vs Demand Generation 08:04 How Demand Generation Help Prospects Become More Proactive in the Buying Process 09:12 Why Does a Company’s Digital Footprint Have to be as Effective as its Best Salesperson? 09:47 What Strategies Can Business Use to Influence a Prospect’s Decision-Making Process at an Early Stage? 10:38 How to Determine if Investing in Google Ads for Money Keywords is Really Beneficial for ROI 11:12 What is the Difference Between a High Quantity and a High Quality Leads in Digital Campaigns?  15:12 How to Build a Demand Generation Engine 15:22 What is the Difference Between an Ideal Customer Profile and a Buyer Persona? 16:35 What Strategies Can You Use to Build a Demand Generation Engine? 18:33 How Can a Company Overcome the Fear of Niching Down? 19:38 What Steps Should be Taken to Identify the Most Profitable Customer Profile? 22:09 How are Distinct Marketing Strategies Maintained for Clients Who are Direct Competitors? 25:05 How Does Branded Search Help with B2B? Demand Generation? 28:22 Passing the Baton: Deanna Shimota to Abby Wood This episode was recorded live on video October 31st 2023