102. Series 4 | Episode 2. Demand-Gen Strategies to Drive B2B Startup Success, with Kartik Krishnan, B2B GTM Leader

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In this episode of the Market Mentors podcast, Matt Dodgson is joined by Kartik Krishnan, a demand-generation expert with experience at Google, Onfido, CapDesk, Beamery, and Founders Factory.

Kartik shares his insights on how early-stage B2B tech startups can effectively balance demand creation and demand capture, overcome marketing challenges with limited resources, and build scalable go-to-market strategies.

He also dives into product-market-price fit, the role of AI in modern marketing, and how founders can structure their teams for long-term success.
They discuss:

Let’s Get Some Demand-Gen Terms Out of the Way
Why Do Early-Stage B2B Tech Startups Struggle With Demand Generation?
Focus on Finding the Right Audience or Inbound as Well?
What Channels Would You Recommend?
What About Qualifying Leads?
Product-Market-Price-Fit – Why Is This Important?
Budgeting for Experimentation
What Type of Marketer Should a Startup Hire First?
What Will Change for B2B Marketers in the Next 12–18 Months?

And so much more..

Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with world class marketers to help them grow.
If you'd like to be a future guest on the Market Mentors podcast, you can apply here.

Chapters

1. 102. Series 4 | Episode 2. Demand-Gen Strategies to Drive B2B Startup Success, with Kartik Krishnan, B2B GTM Leader (00:00:00)

2. Let’s Get Some Demand-Gen Terms Out of the Way (00:01:21)

3. Why Do Early-Sage B2B Tech Startups Struggle With Demand Generation? (00:04:24)

4. Focus on Finding the Right Audience or Inbound as Well? (00:06:22)

5. What Channels Would You Recommend? (00:10:07)

6. What About Qualifying Leads? (00:12:55)

7. Product-Market-Price-Fit – Why Is This Important? (00:17:21)

8. Budgeting for Experimentation (00:26:15)

9. What Type of Marketer Should a Startup Hire First? (00:29:46)

10. What Will Change for B2B Marketers in the Next 12–18 Months? (00:36:41)

106 episodes

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