Lasting B2B demand isn’t created through a single campaign, channel, or tactic. It’s built through programs that evolve with changing buyers, business priorities, and market conditions.
During a recent MIMA event hosted at SCHERMER, our team joined Christina Willis of Red Wing for Business to discuss what it takes to build demand programs that create sustainable growth.
The conversation surfaced five practical lessons, from building programs instead of campaigns to measuring performance in ways that support long-term growth.
1.
Successful Marketers Think in Programs, Not Campaigns
Campaigns can drive awareness, engagement, and leads. But lasting demand comes from a consistent strategy that connects those efforts over time. Chris Schermer explains why the strongest marketing organizations build systems designed for long-term growth.
2.
Great Marketing Begins with Buyer Understanding
Marketing becomes more effective when it’s built around how buyers actually make decisions. Drew Shaman shares how understanding the decision committee, their priorities, needs and journey helps brands create more relevant experiences.
Campaigns are just little things that you do within a program. We’re running multiple campaigns all the time, but that program never stops.
Chris Schermer
Founder/CEO
Schermer
3.
Connected Experiences Drive Better Results
Buyers don’t experience marketing through individual channels. They experience it as a connected journey. Chris Schermer explains why aligning content, messaging, offers, and channels creates more relevant experiences and stronger results.
4.
The Best Programs Adapt Without Losing Relevance
Every organization faces moments when pressure challenges the plan. Christina Willis explains why the most effective marketing teams adapt to changing business conditions without losing sight of the buyers they serve.
5.
The Best Decisions Require the Full Story
The most valuable insights often come before a lead is generated. Matt Mudra shares how connecting performance data across channels and touchpoints helps teams make smarter, more informed decisions.
The Principles Behind Lasting Demand
Building demand that lasts requires more than great campaigns. It requires a deep understanding of buyers, connected experiences, the discipline to adapt when conditions change, and the insight to make smarter decisions over time. These five lessons offer a practical framework for creating sustainable B2B growth.
Want even more insights? Watch the full video.
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