Fullpath’s VP of Marketing, Ilana Shabtay, gets transparent about one of the most significant risks she took as a marketing leader and the success that came along with shifting from a lead generation-focused strategy to a demand generation approach.
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Episode summary
To gate content or not to gate content, that’s always been the question. For any B2B marketer leader considering a demand generation approach, this episode of Radically Transparent is for you.
Ilana Shabtay, VP of Marketing at Fullpath shares her experience in taking the risk and ungating all content assets to focus on creating more educated and sales-ready leads. She discusses the initial dip in leads and how she was able to set the right expectations and benchmarks to measure success during this transition. Her transparent discussion about the positive impacts on conversion rates, demo show rates, and the speed of closing sales offers valuable insights into the potential long-term gains of a demand generation first strategy.
Throughout the episode, Ilana also shares insights into the dual challenge of increasing MQLs while building a strong brand. She acknowledges the difficulty of measuring brand campaign success in the short term and gives her perspective on when she knows it’s time to “kill” a brand campaign, as a leader. The episode ends on a refreshing high note when she describes how she works with her team to establish relevant metrics for different campaigns and ensures that everyone on her team is aligned on what success looks like. By doing so, her team is effectively tracking and optimizing their efforts. As Ilana reveals her methods for integrating data into everyday practices and encouraging her team to develop their own metrics, she proves how important it is for marketing leaders to be the example of leadership and work closely with their team to empower their ability to understand their metrics and exceed their goals.
Hot topics:
- Balancing brand campaigns with MQL generation
- Transitioning from lead generation to demand generation
- Methods for integrating data into everyday practices across the entire marketing function
Meet Ilana
Ilana is an experienced marketer, innovator, and growth hacker with an expertise in digital marketing and artificial intelligence. With a background in sales and enterprise partnerships, she is always thinking about fostering new relationships to grow business. Ilana sits on the Expert Panel at Dealer Marketing Magazine and has spoken at several conferences including Digital Dealer and CBT News. Ilana is also the host of the Inside Auto Podcast where she interviews top dealers and marketers in and out of the automotive industry. Ilana holds a degree from Columbia University and now lives in Tel Aviv with her husband and two sons.
