How to Implement a Demand Creation Strategy – Sam Kuehnle

More and more marketers are embracing demand creation as a strategy, at least in principle.

But making a fundamental GTM change is HARD.

You need to build executive alignment, define new KPIs, identify how to educate your target audience, fine-tune your content engine, and a whole lot more.

As VP of Demand Gen at Refine Labs, Sam Kuehnle has been a big part of the movement evangelizing a shift from lead gen to demand gen and has helped many companies make the transition.

Now he’s leading a similar shift as an in-house marketing leader.

We go deep into what it takes to actually implement this strategy in practice, go beyond leads, and deliver real revenue impact.

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*About Today’s Guest*

Sam Kuehnle is VP of Marketing at Loxo, the Talent Intelligence Platform. From working in-house at a publicly-traded company, to advising seed stage companies trying to figure out how to crack their first $1M in ARR, to everything in-between, Sam is passionate about learning and sharing better ways to do marketing.

https://www.linkedin.com/in/samkuehnle/

*Key Topics*

[00:00] – Introduction
[01:37] – Sam’s marketing experience before Refine Labs
[07:12] – Joining Refine Labs
[08:50] – Refine Labs onboarding process
[11:00] – A typical engagement + aligning with customer teams
[14:15] – How to communicate a demand creation strategy
[21:05] – Identifying the right mix of channels / platforms
[25:41] – Leading indicators for demand creation
[27:24] – Brand awareness vs. demand creation
[32:11] – Evolution during Sam’s tenure at Refine
[34:12] – The band-wagon effect and how to identify the best practices of tomorrow
[35:50] – Joining Loxo
[37:49] – Sam’s first priorities after going in house
[42:17] – LinkedIn ad strategy
[45:48] – Experiments with Connected TV
[52:14] – ChatGPT as a marketing channel

*Resource Links*

Sam’s Marketing Meditations on Substack (https://samkuehnle.substack.com/)

*Learn More*

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