Podcast Episode

Modern Day Marketer: How Marketers Can Fail Sales Teams With a Quantity-Led Demand Gen Strategy ‍with Eric Stockton of Constant Contact

Brett McGrath

Aug 19, 2022

Modern Day Marketer: How Marketers Can Fail Sales Teams With a Quantity-Led Demand Gen Strategy ‍with Eric Stockton of Constant Contact

We are bookending your week, every week with a couple of podcast episodes that we hope can provide insights on how to be a better marketer, sales pro, or operator in your B2B company.

The most effective CEOs are able to use their vision to raise money, build teams, and create great products. People get excited to log on every Monday morning because they can see where the company is going. 

It’s easy to put on rose colored glasses working in this type of environment because we become believers. We dig the people that we work with and we believe in the problem our business is solving. 

The problem?

We get so caught up in the internal validation that we neglect the opportunity to see if our external stakeholders feel the same way as we do.

Jonathan Gandolf described it to me like this in a recent conversation: 

“You think you’ve got this perfect vision, you have your beautiful baby. You have to adjust when people call your baby ugly” 

I’ve learned that 9 times out of 10 it comes down to messaging. 

Bad messaging is the plague bringer to great visions. 

We dropped an episode about it to share how we are doing it earlier this week. 

Who’s ever heard, “We need more leads” from your sales leader?

Instead of analyzing what they are truly looking for we respond by investing in tactics that produce high quantity, but low quality results. I think we’ve all been there before. 

Eric Stockton is the VP of Demand Generation at Constant Contact, an email and digital marketing tool, and the podcast host of the Revenue Marketing Show. Eric explains how marketers fail their sales teams with quantity-led demand-gen strategies. They discuss how sales and marketing teams can align on revenue and pipeline goals by using intent signals and focusing on the quality of leads over the quantity of leads.  

I learned a ton from his approach and methodology. If you are trying to level up your relationship with your sales counterparts this is an episode that you won’t want to miss. 

In this episode we cover: 

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