Demand gen won’t magically fix your issues | Tanja Törnroos, CMOwashere

What’s the one marketing trend that you wholeheartedly disagree with?

Well, I’ve been thinking about this question a lot recently.

And it’s not so much that it’s a marketing trends that I disagree with. But it’s a marketing trends that I feel like it’s misunderstood, which is the whole demand generation thing.

So command generation does not mean that you post something on LinkedIn, and then customers will magically appear.

And that’s unfortunately, when you’re talking when I talk to CEOs, or CFOs.

And you know, being in those discussions talking about marketing as a revenue driver, they think, yeah, we’re just gonna start posting something on LinkedIn. And that’s it.


Especially if you’re like, in a company that is a little bit in the trenches, you know, you need to get your first customers, you need to get like sales in order to keep the company afloat, demand generation will not magically fix your problems. It’s a long term strategy.

But at the same time, you also need a short term strategy.

And that’s where outbound marketing comes into the picture.

And this is a little bit now, I’ll pump marketing is a little bit mistreated at the moment, because people think it’s a bad thing.

“It’s spammy.”

But outbound marketing done well can actually help you to get these low hanging fruits like those companies who are ready to buy now, while you’re still building your thought leadership and brand awareness and demand.

If you could talk to all B2B revenue leaders in the world for 1 minute, what would you say?

So there’s something that I’ve been hearing a lot recently, which is we don’t need marketing, we need sales.

And I see that as a big problem.

I see that that CEOs and b2b revenue leaders, they don’t understand what marketing can do in terms of revenue and growth yet.

And I think traditionally, it comes from those companies who see marketing as an afterthought. You know, marketing is a support function for sales, booking events, creating sales, material, and so on.

But marketing is not yet in a lot of companies like an integral part in making a business making business decisions.

So I would hope that now in the near future, and also in the long term future, the b2b revenue leaders understand that marketing is really an effective tool in order to increase growth and revenue for the company overall.

What’s the most important character trait that helps you succeed in your career? Why?

So there’s one thing I really dislike, and that is ineffectiveness.

We all have 168 hours in a week to spend. And I realised early on in my career, that I’m really good bringing structure into chaos.

And I love creating frameworks and methods and SOPs, standard off procedures, just to make my work easier.

By creating these kind of like methods and frameworks, it really helps me focus on the clients, see what their pain points are, and also then find a solution for them and basically cutting to the chase. Like, you know, let’s focus on the most important things. Let’s tackle the priorities first, and then we add things to the mix.

So I think that has helped me really a lot by focusing on what’s most important at this stage.

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