Demand generation

It needs to get better.

Well, I guess if I spoke Greek, actually, Kevin, interestingly, so we run the B2B Incubator, as many of you know, which is our demand generation program.

We recently had someone join the program who was from the Ukraine.

And he flagged at the beginning of our conversation that his English wasn't amazing and that he would be using a live transcription tool.

And so that's kind of what I wanted to show you next.

You know, a really scary word for someone who considers themselves like an Amazon seller, a scary word is demand generation, not demand capture.

It's like Amazon's very much still the way that people use it is like demand capture.

Like there's already a demand that's happened elsewhere.

People are searching the specific brand product there.

So it's like you could capture a huge chunk of that.

So it's really interesting, this whole concept of demand generation for e-commerce brands, which is why so many really good... e-commerce brands like do go out and generate their own demand.

Like think of all the hard work that HIMSS has done, medical infrastructure, like a whole network of doctors to prescribe this stuff, a whole like campaigning to like let people know, like, did you know you can retain your hair? Like a whole network of influencers.

Yeah, I think they are.

I mean, that's what Shorts are and Demand Gen is meant to do.

Demand Gen is meant to be sort of like what you're doing with Meta Ads, but honestly, I don't think if you wanna see direct ROAS, you're not gonna see it from Demand Gen as much because it's a longer attribution.

But I mean, to answer your points, I think it kind of depends on your situation.

Like, we're still getting ten to one ROAS for operators in certain activities right now out of Google.

I am joined today by Daria Gurzu.

She is the head of demand generation at Finastra.

Hi, Daria.

How are you doing?

And, uh, you know, as- as usual, I- I'm gonna start with just a pretty straightforward question about your background, and, uh, and it's interesting.

You know, you actually started, you know, kind of from, you know, digital marketing now to global marketing leadership, which is really cool.

Um, so you started at, uh, Finastra and basically in paid media, and then you've grown into leading a- a global demand generation team across multiple regions.

Um, I'm super curious, what has surprised you most about, you know, making that transition from being, like, really a channel expert to leading a team?

Adjust channel settings if you value a channel more or less based on its importance to your business.

So this is a little different, like the way demand gen is structured, for example, that has channel controls and it's literally just tick boxes.

It's

binary.

And yeah, one-stop shop.

And what they've done now, because this is still a compromised solution.

It's not like demand gen where you can create fully customized campaigns in that way.

They're basically, it's still a unified buying service, but they're exposing the weights to you and letting you play with those weights.

cases into youtube i think they've got like 20 30 000 followers maybe more than that and so like yeah 21 21 000 followers just about 21 000 subscribers like hundreds of thousands of views per video here like i think connecting i mean again connecting those two like just having having ads and you know what they actually do a really good job of it just having quality quality quality ads, quality product placement across kind of like their standard videos.

But then you can easily dump those videos into a performance max campaign, into a demand gen campaign.

And you can use videos that already have a ton of popularity that are already being monetized on YouTube to kind of just drive more visibility, more awareness in areas where Especially if you're combining that with like some retargeting campaigns, retargeting ads, you can capture people who were already like getting ready to buy, adding to cart.

Those are going to be the things that actually like move the needle when it comes to your conversion rate, like at that bottom of funnel with people who are already kind of like considering.