Repeatability in Demand Gen

Featured guest

John Johansen

Director of Demand Generation, Centrify Corporation

“As a hands-on marketer, be confident in helping set the boundaries around the scope of a program.”

John Johansen is a marketing expert with vast experience leading demand generation teams and programs at giant organizations like IBM and CA Technologies. Currently, John is the director of demand generation at ThycoticCentrify Corporation.

On today’s episode, John joins host Amanda McGuckin Hager to share a memorable challenge that taught him a valuable lesson, a positive story of demand gen success, and a few words of wisdom for demand gen teams at companies of any size.

Key points

  • The pitfalls of scope creep and what can happen when you scale too quickly [4:40]

  • John shares one of his most successful demand gen plays: a direct mail program [14:30]

  • The power of good vendors (and understanding internal procurement processes) [24:20]

Recommended Resources

MarketingProfs — A classic and essential marketing knowledge hub, chock-full of training, courses, articles, and other resources for marketers at every stage of their careers.

Activate State of Demand Gen — Annual report to help marketers better understand upcoming trends and how to strategically allocate their resources in the year ahead

About ViB

Struggling to meet your company’s B2B demand generation marketing goals? Join lead generation expert Amanda McGuckin Hager each week for honest, unfiltered conversations from the trenches of B2B marketing with some of the industry’s leading marketers. As a bonus, you leave each week with a recommended resource from our insiders. Listen, learn, and generate leads with ViB — it’ll be fun!