More and more marketers are embracing demand creation as a strategy, at least in principle.

But making a fundamental GTM change is HARD.

You need to build executive alignment, define new KPIs, identify how to educate your target audience, fine-tune your content engine, and a whole lot more.

As VP of Demand Gen at Refine Labs, Sam Kuehnle has been a big part of the movement evangelizing a shift from lead gen to demand gen and has helped many companies make the transition.

Now he's leading a similar shift as an in-house marketing leader.

We go deep into what it takes to actually implement this strategy in practice, go beyond leads, and deliver real revenue impact.

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About Today's Guest

Sam Kuehnle is VP of Marketing at Loxo, the Talent Intelligence Platform. From working in-house at a publicly-traded company, to advising seed stage companies trying to figure out how to crack their first $1M in ARR, to everything in-between, Sam is passionate about learning and sharing better ways to do marketing.

Key Topics

[00:00] - Introduction
[01:37] - Sam’s marketing experience before Refine Labs
[06:33] - Joining Refine Labs
[08:11] - Refine Labs onboarding process
[10:21] - A typical engagement + aligning with customer teams
[13:36] - How to communicate a demand creation strategy
[20:26] - Identifying the right mix of channels / platforms
[25:02] - Leading indicators for demand creation
[26:45] - Brand awareness vs. demand creation
[31:32] - Evolution during Sam’s tenure at Refine
[33:33] - The band-wagon effect and how to identify the best practices of tomorrow
[35:11] - Joining Loxo
[37:10] - Sam’s first priorities after going in house
[41:38] - LinkedIn ad strategy
[45:09] - Experiments with Connected TV
[51:35] - ChatGPT as a marketing channel

Resource Links

Sam's Marketing Meditations - Sam's Substack

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How to Implement a Demand Creation Strategy - Sam Kuehnle

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How to Implement a Demand Creation Strategy - Sam Kuehnle