140 - How To Execute Demand Creation vs Demand Capture, With Kaylee Edmonson, Refine Labs

How do you define demand generation? Kaylee Edmonson answers this question and many, many more on today’s episode. Kaylee is VP of Revenue, R&D, at Refine Labs, the demand strategy and research firm focused on growth-stage B2B SaaS companies. Daniel and Kaylee discuss how to create demand through brand storytelling, the correct demand/creation split, and why being the numbers person is great for building a marketing strategy. You’ll also hear why Daniel believes data is a compass but intuition is the driving force for experienced marketers and the marketing hill Kaylee would die on. And thanks to our episode sponsor, Retention. What do brands like Warby Parker, Dr. Squatch, Vital Proteins, and Blendjet all have in common? Retention.com is their highest performing ROAS channel by far. Visit Retention.com to book a demo today. Follow Kaylee: LinkedIn: https://www.linkedin.com/in/kaylee-edmondson/ Follow Daniel on Twitter: twitter.com/Dmurr68 LinkedIn: linkedin.com/in/daniel-murray-marketing Sign up to The Marketing Millennials newsletter: workweek.com/brand/the-marketing-millennials Daniel is a Workweek friend, working to produce amazing podcasts. Find out more, visit: www.workweek.com Timestamps: 00:00 Intro 01:14 When Marketing Feels Off 03:34 Creating Demand Through Brand Storytelling 06:18 The Demand/Creation Split 10:17 How To Push Back Against Adding Forms 15:18 Data As A Compass, Intuition From Experience 18:44 The Marketing Hill I’d Die On 23:06 The Feedback Loop Is Real 28:36 A Firm Base Of Analytics And Understanding 30:45 Connect With Kaylee HOW TO CREATE DEMAND THROUGH BRAND STORYTELLING Identify Your Brand’s Story Use Emotion to Create a Connection Use Visuals to Enhance Your Story Focus on the Benefits of Your Product or Service Consistency is Key