Nailing the fundamentals of effective demand generation: Katie Colbourne, Basware The Changemakers

Demand generation is more than just a marketing function. It’s a craft. A mindset. A way of life honed and perfected by uber-talented practitioners. 

Not only that, but with market conditions the way they are right now, effective demand gen is in demand. It’s invaluable to current and future revenues. 

We touched on demand generation early in this series. But as it’s been a while, it felt right to revisit it and see what’s changed (if anything). So what better guest to find out from than one of those uber-talented practitioners, and friend of Shaped By, Katie Colbourne, Director of Global Demand Generation at Basware. 

Fresh from giving us her perspective on creativity for our Perspective 2022 report, Katie’s back to chat with Dave about her demand generation journey, why the fundamentals of demand gen are so important – and how to nail them within the context of your own business and audience.
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