Why Are We Seeing Diminishing Returns from Demand Gen? | Jon Miller of Engagio
Is demand gen losing its effectiveness? Brandon Redlinger sat down with Jon Miller, CEO of Engagio and asked him why we're seeing a diminishing return on demand gen, and more organizations turning to ABM. He explains that people are looking for ways to grow faster and do more – however, that doesn't scale linearly. You can't just double your programs and get double the results Second, there's just too much noise out there, and customer and prospects are getting overwhelmed. There are only so many webinars, ebooks and blog posts you can read in one day. Third, everyone wants to move upmarket, but demand gen was wasn't build to focus on the enterprise. Lastly, with demand gen, you get "bycatch." In other words, a lot of prospects that aren't a good fit for you, resulting in more time spent with people outside your ideal customers.