Just because it has always been done this way, doesn't mean it is the right way.
Mark Huber & Kaylee Edmondson
Head of Brand & Product Marketing, Metadata · Former Director of Demand Gen, Chili Piper
The Lead Gen Trap
For years, B2B marketing teams have been measured on lead volume. More leads equals more pipeline, right? Wrong. The old-school lead gen playbook optimizes for volume at the expense of quality, creating a flood of unqualified contacts that sales teams struggle to convert.
Making the Transition
Kaylee Edmondson shares her experience transitioning from a traditional lead generation approach to a modern demand generation engine at Chili Piper. The conversation covers the mindset shifts, operational changes, and metric adjustments required to make the leap.
Building a True Demand Gen Machine
A demand gen machine does not just capture existing demand — it creates it. Learn how to build a strategy that generates awareness, nurtures interest, and delivers qualified pipeline that sales teams actually want to work.