Skip to content

Diary of a first-time CMO - My dream demand gen marketer

Hey B2B marketers 👋

Here it is. Four years, $50m+ ARR and 200 pages later… My journey as a first-time CMO.

Covering the key learnings I've gathered in four years of leadership. This diary reveals the lessons that helped me scale Cognism from $3m to $50m ARR, build a team from 3 to 39, and transform our set-up from a classic lead gen function to a demand gen engine.

It’s my handbook for B2B marketers looking to thrive in leadership.(especially if you’re as daunted as I was when I started out!)

Diary of a first-time CMO by Alice De Courcy
By: Alice de Courcy
1 minute read

My dream demand gen marketer

Apple-Podcasts-1-1 google-podcasts-badge-1-1-1 SPOTIFY-1

I was recently talking to a peer about the Demand Gen role in marketing and what skills were required to be good at it. I started reeling off a whole list and I suddenly realised how different this was from the profiles I would have traditionally looked at.

My dream demand generation marketer is completely bought into the mindset of balancing creating demand with capturing demand. They understand that the buying journey is not linear and that buyers move themselves in-market.

If they get this, then it’s likely they understand how to create content for their audience and importantly the mechanisms for delivering that content. Always on, all the time, to everyone.

They would hopefully have a portfolio of work to showcase how they do this and in that work there would be absolutely no e-books or whitepapers!

They would be confident in managing ‘the talent’, producing videos with them, enabling interviews and building repeatable processes around these initiatives to stack growth.

Much like the changing content marketing role, demand generation looks very different today, and the talent pool that can execute on this is small but growing. Most of them work for Cognism! 

Want to keep up with Alice's latest CMO advice?

Get "In The Loop"

B2B marketing
The Loop Digest
B2B marketing
The Loop Live
B2B marketing
Revenue Champions Podcast