Emily Chisholm

The demand creation that gets talked about a lot is highly orchestrated campaigns, but that's not the only way to build awareness and create demand. A lot of demand creation can be low budget. Hands-down the best long term strategy to increase your audience in B2B is to help your target market do their job better. So, host webinars (make friends with internal experts who can serve as thought leaders for webinars), post blog posts, and keep the social media drum humming with highly useful content ...Read More

In my experience, it's thought leadership. Importantly: GREAT thought leadership. Give away your special sauce. Be so transparent about your expertise that you give away value for free. Don't underestimate the emotional safety that people feel when they find someone who is clearly an expert. Think of it like a car manual. They're helpful if you need to know how much to fill your tires, and you might do that yourself, but for most people that's where the penchant for machinery ends. Technically y ...Read More

This is easiest when you have some historical accounts. Ultimately, the strategy shouldn't be built by your ideas, it should be informed by your customers. If blog posts are great for website visits but do nothing for demo requests over the course of a year, maybe pare back from 4 posts to 1 great one a month. It's hard to argue with data, so when setting expectations, don't give your opinions, just give facts. Take the time to comb through what types of campaigns generate what, and design the c ...Read More

Test! Build a good case for why you think something would make for a worthwhile test and try it out. Be upfront that it's a test, what your hypothesis is and why, and that it could very well generate nothing. Better to be in a culture of testing than one of accountability to what doesn't matter. You'd be surprised how many ideas you can pull straight from conversations with customers, too. Steal, steal, steal. No one gets prizes for having the best original idea. You win in demand gen by doing w ...Read More