Ep. 537 | How to Scale Demand Generation Like a Pro

OnBase: Smashing Sales and Marketing Misalignments

Episode Summary

This episode explores the nuances of scaling demand generation strategies from startups to established organizations. Lily Youn highlights the importance of building a strong foundation through account-based strategies, data hygiene, and team alignment. She discusses the differences between startup scrappiness and scale-up structure, the role of AI in demand generation, and how to identify quick wins for immediate impact. Lily also shares actionable insights for optimizing conversions, improving CRM processes, and fostering collaboration across teams..

Key Takeaways

• Foundation is Essential

Success in demand generation starts with targeting the right accounts, as they form the base of effective strategies.

• Alignment Creates Momentum

Regular, agenda-driven meetings with key stakeholders help ensure seamless collaboration between sales and marketing.

• AI as an Efficiency Driver

AI tools can streamline personalization, simplify content operations, and elevate demand gen workflows.

• Data Hygiene is Non-Negotiable

Clean, well-structured CRM data is critical for reliable reporting and scalability across company stages.

• Startup vs. Scale-Up Dynamics

Startups require focused ICP development, while scale-ups demand scalable processes and systems.

Quotes

"Targeting the wrong prospects is the single biggest challenge in B2B sales today."

Best Moments

(01:37) – Lily shares her career journey from BDR to demand generation leader, reflecting on early lessons in scrappiness and resourcefulness.

(04:50) – The critical role of account-based strategies and why a strong foundation starts with the right ICP.

(07:20) – Navigating startup-to-scale-up transitions and the importance of scalable processes and clean CRM data.

(12:07) – Leveraging tech and AI to enhance efficiency in demand generation and content operations.

(14:00) – Lily’s focus on alignment, OKRs, and communication as keys to success in scaling demand gen teams.

Tech Recommendations

• WorkBoard – For setting and tracking OKRs to maintain team alignment and prioritize business goals
• ZoomInfo Co-Pilot – An AI-powered tool for streamlining demand gen efforts and improving account targeting.
• Asana – A project management solution to enhance productivity and maintain focus on KPIs.

Resource Recommendations

Books:

• Reset: How to Change What's Not Working by Dan Heath – A guide for improving leadership practices and daily operations.

Shout-Outs

• Shannon Hawari - Head of Growth @ elvex
• Graham Collins - Head of Partnerships at QuotaPath

About the Guest

Lily Youn Jaroszewski is the VP of Demand Generation and Revenue Marketing at Aprimo, the leading digital asset management technology for marketing and customer experience departments.

Her experience in B2B and B2C tech companies includes building demand generation teams and quota capacity models to support AEs from Seed-Funded to Public companies.

Website: aprimo.com

Connect with Lily.