Home > Companies > Thought Leaders > Q&A with Mark Emond, Founder, President at Demand Spring

Q&A with Mark Emond, Founder, President at Demand Spring

Mark Emond, Founder and President at Demand Spring, founded and leads Demand Spring, an organization of dynamic, experienced individuals with a passion for working with B2B Marketers in building the marketing strategies, content, and technology stacks that drive transformation and top-line results. They work with organizations ranging from early-stage to many Fortune 500 organizations.

Content is at the heart of great marketing today. It needs to educate, inspire, and convert. It must be tied to the unique rational and emotional needs of each target persona


MEDIA 7: What was your inspiration behind starting Demand Spring?
MARK EMOND: In the early days of my career, I worked in marketing for several larger organizations, including IBM, Cognos, and Corel. But throughout that time, I always had an entrepreneurial drive and a belief that I could create a firm focused on the demand side of marketing. While there are many brand agencies, I always struggled to find a great demand-focused one when I was on the client-side. I thought I could help address that gap and help marketers operate from a more strategic position in their organization. And so, 9 years ago, I took the leap and founded Demand Spring.


M7: How does Demand Spring’s Leap Advisory help your clients strengthen their marketing teams?
ME: We studied the market deeply for about a year to really understand that there is a pragmatic advisory gap that exists between CMOs and their executive teams today. Leap addresses that by enabling our clients with access to over 25 CMOs, thought leaders, authors, and subject matter experts across all marketing disciplines. Our Leap customers engage with these advisors as a sounding board, to drive education throughout their teams, for custom strategy sessions, and for external-facing presentations to help connect with their stakeholders.


The key is to use data and technology to serve up highly targeted content across channels, tuned to the stage of the buyer journey a prospect is in, and what their behavior shows they are most apt to engage in.


M7: What marketing channels do you use and which ones do you see as the most promising, given your target customers?
ME: We are big believers in an integrated multi-channel model— in both, our own marketing and the work we do with our clients. In today’s long B2B buying journey, buyers are in control and they are interacting across multiple channels. The key is to use data and technology to serve up highly targeted content across channels, tuned to the stage of the buyer journey a prospect is in, and what their behavior shows they are most apt to engage in.


M7: How does Demand Spring’s integrated revenue marketing services help marketing organizations outperform?
ME: Our team delivers advanced yet pragmatic marketing strategy and activation services to our clients. Most of our consultants have spent much of their careers on the client-side, so we understand the need for quick wins and long-term transformation. We use a methodology called the Revenue Marketing System that has five dimensions that marketers should seek to optimize in order to drive great client experiences and revenue. They need to deeply understand their buyer personas and the buyer journey. They need to align marketing and sales and break down silos within marketing. They need to develop their talent and their business practices and processes. They need to deliver exceptional and highly personalized engagement through content and digital practices. And they need to do it at scale by automating and analyzing it with technology. We deliver services that line up with all five of these dimensions.


Great content engenders a two-way dialogue. It’s about telling stories but also sparking conversations with your prospects and customers.



M7: What role does content marketing play for product marketers? Which content format performs best for your product?
ME: Content is at the heart of great marketing today. It needs to educate, inspire, and convert. It must be tied to the unique rational and emotional needs of each target persona. Great content engenders a two-way dialogue. It’s about telling stories but also sparking conversations with your prospects and customers. The format really depends on the persona and the stage of the buyer journey they are in. That is why it’s essential that a great content strategy goes hand in hand with a deep buyer persona and buyer journey research.


M7: When you are not working, what are you seen doing? Would you like to share your hobbies with us?
ME: Our family is really active. Our typical day involves an early morning dog walk, swimming in our pool, and usually going to a sport, such as soccer or horseback riding for my daughter. I have a huge passion for coaching youth basketball. In addition to being a competitive basketball coach, I serve as the Director of Player and Coach Development for my local youth basketball association. So, I spend lots of time at the gym and love developing young people and basketball players.

ABOUT DEMAND SPRING

Demand Spring helps marketers deliver pipeline and revenue through integrated B2B Revenue Marketing advisory and implementation services. We’re a boutique firm with over 20 full-time employees throughout the US and Canada. We serve high growth technology organizations right up to Fortune 1000 brands such as BNY Mellon, Dun & Bradstreet, Canon, Fidelity Investments, Putnam Investments, Staples, and Waters Corporation.

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Banzai Executes LOI to Acquire Top Rated Lead Generation Platform, IGLeads

GlobeNewswire | January 08, 2024

Banzai International, Inc. (NASDAQ: BNZI) (“Banzai” or the “Company”), a leading marketing technology company that provides essential marketing and sales solutions, today announced that it has signed a non-binding letter of intent (the “LOI”) to acquire IGLeads, a cutting-edge automated lead generation platform. Unlike competitive products that rely on firmographic data, IGLeads uses search criteria leading to 100% verified, targeted lead generation. With the proposed strategic acquisition of IGLeads, Banzai would be poised to significantly enhance its audience acquisition services, executing its strategic commitment to acquiring best-in-class, data-focused products that serve marketers everywhere. IGLeads stands out as a top-rated lead generation solution that uses search criteria, rather than firmographic filters, to extract valuable contact data from the most extensive public databases and leading social media platforms, all in one interface. IGLeads enables marketers to construct qualified, target audiences based on intent signals such as conversation topics and interests, rather than traditional firmographic filters. “IGLeads has built a unique way to deliver verified target audiences based on interest, intent, and social engagement versus traditional firmographics. IGLeads is well suited for Banzai’s customers, and we’re excited to have a chance to integrate its capabilities into our other offerings,” said Joe Davy, CEO and Founder of Banzai. “Brandon has built an efficient, profitable, and high-growth business. We’re excited to take it forward to the next stage of growth.” Compelling Strategic and Financial Benefits Profitable growth business: IGLeads is a highly profitable, rapidly growing business that Banzai can leverage to drive additional scale and acquisition opportunities. Complementary product offering: Banzai intends to integrate IGLeads’ all-in-one lead generation platform to better serve existing customers with cross-sell opportunities. Highly rated: IGLeads has close to 1,000 customers and is one of the top-user-rated lead generation solutions with a 4.7 star rating on TrustPilot. Brandon King, CEO and Founder of IGLeads commented: “Getting IGLeads to this point is a testament to the hard work and success of our team, and we believe IGLeads would be a notable addition to the Banzai platform and to Banzai’s customers. We are excited to pursue an opportunity to join Banzai and support the progression of their award-winning innovation initiatives that are working to democratize data in the MarTech space.” About Banzai Banzai is a marketing technology company that provides essential marketing and sales solutions for businesses of all sizes. On a mission to help their customers achieve their mission, Banzai enables companies of all sizes to target, engage, and measure both new and existing customers more effectively. Banzai customers include Square, Hewlett Packard Enterprise, Thermo Fisher Scientific, Thinkific, Doodle and ActiveCampaign, among thousands of others. Learn more at www.banzai.io. For investors, please visit https://ir.banzai.io/ About IGLeads IGLeads.io, established in 2021, provides innovative solutions in social media and B2B scraping across multiple platforms, offering an efficient lead generation service without the need for logins or proxies. Our team of experts is committed to excellence, customer satisfaction, and integrity. We pride ourselves on staying ahead of industry trends and adapting to meet our clients' diverse needs in the Technology SaaS sector. As a leader in this field, we offer tailored support for businesses of all sizes, aiming to drive success and growth through effective lead generation.

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