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Mike Lieberman, CEO and Chief Revenue ScientistWed, Apr 13, 2022 2 min read

Episode 29 – What’s Wrong With Revenue? Demand Generation Vs. Inbound Marketing

This show aired LIVE on April 6. To watch the show on demand, visit the show page here, and to see all our audio and video content, check out our new free streaming service, Square 2+.

In this episode of What’s Wrong With Revenue?, we did a deep dive on the demand generation vs. inbound marketing argument.

It’s become a fairly significant conversation starter. Where do you fall? Inbound marketing, demand generation or both?

My guest for this show was Joe DeRosa, the CRO at SAFEbuilt. Joe had some very insightful comments on the differences between inbound marketing and demand generation.

I covered some of the contexts around inbound, how it came to be, why it worked well during the recession and the state of inbound today.

Joe and I had a lively conversation about the prospect’s buyer journey and how some demand generation tactics work well for some stages of that journey and how inbound tactics work well for different stages of today’s buyer journey.

This led to some gated vs. non-gated discussions and a general consensus that today’s marketers should be using some combination of both in a measured and applied manner.

Metrics still drive the show and the results from both sets of tactics should, in the end, decide which approach gets more time, energy and budget.

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Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.

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