Stories Strategies, & Smarter Marketing with Delilah Adrian
Summary: B2B Marketing Dialogue: Stories, Strategies, & Smarter Marketing with Delilah Adrian
In this engaging episode of the Clarity Digital Podcast, host Al Sefati converses with Delilah Adrian, an enterprise growth consultant at One Nine Five, a demand generation agency under the Agent3 Group. The discussion dives deep into the nuances of B2B marketing, touching on demand generation, sales and marketing alignment, and strategies for driving business growth.
Introduction
Delilah shares her background, explaining her transition from mental health services to marketing, where her skills in psychology and relationship-building significantly contribute to her work. At One Nine Five, she focuses on helping mid-market and enterprise-level companies grow through demand generation and account-based marketing (ABM) strategies.
Demand Generation vs. Lead Generation
Delilah defines demand generation as the process of creating awareness and interest for a company’s products or services. Unlike lead generation, which focuses on collecting contact details, demand generation involves educating potential customers and building trust. This multifaceted approach includes personalized messaging, storytelling, and content marketing to guide customers through the sales funnel.
Challenges in B2B Marketing
The discussion highlights the complexity of B2B marketing compared to B2C. In B2B, marketers often target specific accounts and personas, such as decision-makers and influencers within a buying group. Delilah emphasizes the importance of identifying and engaging with an ideal customer profile (ICP) to streamline marketing efforts and improve ROI. She also introduces the concept of the “dark funnel,” where marketing activities occur outside of traditional tracking methods, such as word-of-mouth referrals and untracked sharing of content.
The Role of Intent Data
Delilah explains how intent data plays a critical role in B2B marketing. Tools like Apollo.io, ZoomInfo, and 6sense help identify signals that indicate a prospect’s likelihood to purchase. By triangulating and verifying data from multiple sources, marketers can prioritize high-quality leads and reduce wasted effort on low-potential prospects. She underscores the importance of refining data quality and implementing processes to ensure campaigns are more targeted and efficient.
Sales and Marketing Alignment
A recurring theme in the conversation is the need for better collaboration between sales and marketing teams. Delilah notes that both teams share a common goal of driving revenue but often work in silos. She suggests that regular communication, shared tools (like a unified CRM), and clear definitions of lead stages can bridge this gap. Aligning these teams ensures a smoother handoff of marketing-qualified leads (MQLs) to sales-qualified leads (SQLs), ultimately improving conversion rates.
The Evolving Marketing Funnel
The podcast explores the evolution of the B2B marketing funnel, moving away from a linear model to a more dynamic approach. Delilah emphasizes the importance of nurturing leads through tailored strategies, understanding customer intent, and creating meaningful touchpoints. She highlights how modern marketing ops and sales ops teams can play a pivotal role in managing this complexity, ensuring leads are appropriately nurtured and converted.
Personal and Professional Insights
Delilah shares her aspirations for 2025, focusing on continuous learning, professional growth, and personal priorities like family and travel. She also discusses the global reach and customer-centric approach of One Nine Five, emphasizing their commitment to delivering high-value work and maintaining strong client relationships.
Closing Thoughts
This episode offers a wealth of insights for B2B marketers, from the importance of intent data and demand generation to strategies for improving sales and marketing collaboration. Delilah’s expertise and passion for marketing shine through, making this a must-listen for professionals looking to refine their B2B strategies.
Listeners can connect with Delilah on LinkedIn oou. Thank you so much for having me. It was a pleasure. It was really fun. Thank you. Happy holidays. Talk to you later. You too. Bye.
