21 February 2023 |

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

By Daniel Murray

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

Brand storytelling is a powerful marketing tactic that can help you create demand for your products or services. By telling a compelling story that resonates with your target audience, you can create a stronger emotional connection between your brand and your customers. Here are some ways you can create demand through brand storytelling:

  1. Identify Your Brand’s Story

The first step in creating demand through brand storytelling is to identify your brand’s story. This should be a narrative that connects your brand with your target audience and sets you apart from your competitors. Your brand’s story should be authentic, compelling, and relevant to your target audience.

  1. Use Emotion to Create a Connection

Emotions are a powerful tool in storytelling. By using emotion, you can create a stronger connection between your brand and your customers. Use stories that evoke positive emotions such as joy, hope, or inspiration. This will help your target audience feel more connected to your brand and increase the likelihood of them becoming loyal customers.

  1. Use Visuals to Enhance Your Story

Visuals are an important part of brand storytelling. They can help you create a more engaging and memorable experience for your target audience. Use visuals that enhance your brand’s story and evoke emotion. This can include images, videos, or even animations.

  1. Focus on the Benefits of Your Product or Service

Your brand’s story should focus on the benefits of your product or service. Highlight how your product or service can solve a problem or fulfill a need for your target audience. This will help create demand for your product or service and increase the likelihood of your target audience becoming customers.

  1. Consistency is Key

Consistency is important in brand storytelling. Make sure that your brand’s story is consistent across all of your marketing channels. This will help reinforce your brand’s message and create a stronger emotional connection with your target audience.

In conclusion, brand storytelling is a powerful marketing tactic that can help you create demand for your products or services. By identifying your brand’s story, using emotion to create a connection, using visuals to enhance your story, focusing on the benefits of your product or service, and maintaining consistency, you can create a strong emotional connection with your target audience and increase the likelihood of them becoming loyal customers.