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The 3 Pillars of a Demand Generation Engine - An Interview with Deanna Shimota

Picture of Nicholas Page   Nicholas Page  ·  2 minute read

In this episode of Tech Marketing Trends, host Jakob Löwenbrand welcomes Deanna Shimota, CEO of GrowthMode Marketing, to explore the three essential pillars of a successful demand generation engine. Deanna brings deep expertise in B2B marketing, with a sharp focus on HR tech firms. The episode dives into the core principles that drive scalable, sustainable demand generation—offering strategic insights for marketers who want to move beyond lead generation and build real market traction.

 

 

Strategy: Building on the right foundation

Strategy is the first and most critical pillar in Deanna's framework. Many companies rush into execution, looking for fast leads, but skip the crucial strategic groundwork. Deanna outlines a three-part strategy model: defining your Ideal Customer Profile (ICP), developing a Unique Point of View (UPV), and creating a demand gen plan that supports both.

Companies often cast a wide net with messages that try to speak to everyone but end up resonating with no one. Instead, narrowing down your ICP enables more targeted, relevant messaging that stands out in crowded markets. Your UPV, then, becomes the lens through which you translate customer pain points into compelling brand narratives—particularly useful when your product lacks clear feature differentiation.

“If you're going up against five competitors, and four of them are talking broadly about their product, and you're the one that talks specifically to HR leaders in manufacturing, guess who will stand out?” - Deanna Shimota

 

 

Distribution: Get your message seen

Content is only effective if it’s seen. That’s why distribution is Deanna’s third pillar, made up of three channels: your website, managed channels (like social media and email), and third-party platforms (like publications or industry events).

Your website must act as a digital storefront—optimised for SEO and structured to keep visitors engaged. Managed channels help build your own audience over time, while third-party channels are great for tapping into someone else’s. Early-stage startups or low-awareness brands may find third-party distribution critical for generating momentum.

“If your prospects don’t hang out on LinkedIn, don’t waste time there. Find where they are and put your best content in front of them.”

 

 

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Measuring success: Think long-term

Deanna cautions marketers not to expect overnight success. Building a demand generation engine takes 6–18 months, especially if your brand isn’t well known. And while it’s tempting to focus on leads and conversions, revenue is the ultimate metric.

Understanding that many B2B buyers are 80% through their decision-making before ever speaking to sales means your content must do the heavy lifting. Attribution isn’t always clean, but that doesn’t mean upper-funnel activity isn’t working. You need to look at the big picture.

“The true measure of success is revenue. If you're hitting revenue targets, you’ll get fewer questions about ROI.”

 

 

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