This episode features a conversation with Kevin Tate, the CMO at Clearbit. With extensive experience in enterprise SaaS, eCommerce, digital marketing, and social media, Kevin offers valuable insights on the shifting economics of demand generation driven by changes in the market. He also emphasizes the significance of timing in brand awareness building, highlighting its pivotal role in today's business landscape.

Key Takeaways

• Optimizing inbound motion has become a big focus area in the new economy for CMOs.
• The economics of demand generation are changing, with more tire kicking and less direct leads due to the market shift, but building awareness is still important.
• Mid-funnel content–content designed to nurture potential customers who may have interest but not the budget–is an uncuttable budget item for Kevin.