Polycom’s CMO on Demand Generation Strategy

[Brianna Woon (Brianna_Woon)]

The Moneyball for Marketing podcast is hosted by Crimson Marketing CEO Glenn Gow. He interviews the best and the brightest marketing minds about the incredible changes happening in marketing organizations around Big Data and marketing technology.

On today’s episode of Moneyball for Marketing, Polycom CMO Jim Kruger shared some of the initiatives that have helped Polycom measure and improve demand generation from the top to the bottom of the funnel. Topics covered include:

• a winning strategy that led to 400 published articles, 2 million social impressions, 40,000 marketing responses and 70% conversion rates;
• what our marketing system does to support demand generation, including tracking metrics; and  
• why we shifted our demand generation focus from event marketing to digital marketing, which led to almost doubling the pipeline and revenue attributable to the marketing system.

You can listen to the podcast here.