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How to build demand-generation strategies for scale with Carol Howley


With budgets shrinking and buyer insights disappearing, modern marketers need creative tactics to ensure their success.

In this episode of Let's Talk Revenue Marketing, host, Paul Sweeney, is joined by Carol Howley, Chief Marketing Officer (CMO) at Exclaimer, to talk about building demand-generation strategies for scale.

Carol speaks from experience – she’s been in the trenches through recessions and regulations and has built marketing teams from the ground up, serving buyers from students to C-suite execs

Today’s challenge is generating demand despite limited resources and visibility. In this episode, Carol provides her hard-won advice, but no silver bullets – success requires blending strategies and continually testing new approaches.

‎Let’s Talk Revenue Marketing: How to build demand-generation strategies for scale with Carol Howley on Apple Podcasts
‎Show Let’s Talk Revenue Marketing, Ep How to build demand-generation strategies for scale with Carol Howley - 7 Feb 2024

About Carol

Carol Howley is an experienced marketing leader backed by over 15 years in the digital and technology space for established businesses and startups specializing in operational strategy, developing people, building teams, marketing, communications, and company brands.

She’s built and led marketing teams at companies like Skyscanner, Canonical, and now Exclaimer. Carol specializes in brand, content, and demand generation, and is hugely passionate about building strategy, storytelling bringing products to life for consumers, and driving growth. She’s also a keen advocate for the importance of sustainable development, circular economy, and the environment.

Key takeaways

  • Why SEO and valuable content are the cornerstones for awareness and demand gen. 
  • How partnerships, review sites, and communities help you find prospects organically, extend reach, and build trust
  • Why you should map messaging across channels and touchpoints
  • Why you need to produce hyper-targeted campaigns that only cater to accounts exhibiting intent signals. 
  • Leave no lead behind by optimizing conversions obsessively.

And more.

Share your knowledge

Want to appear as a guest on our podcast, or know someone else who does? Feel free to get in touch with Stevie at stevie.rose@pmmalliance.com and let your voice be heard! 💫

If you enjoyed this episode of Let’s Talk Revenue Marketing, make sure you subscribe so you can always catch the latest episodes.

And if there’s a topic you’d like us to cover in a future episode, let us know via the Revenue Marketing Alliance community Slack channel.

Written by:

Stevie Langford

Stevie Langford

As a Senior Copywriter here at Revenue Marketing Alliance, Stevie loves to create content that's captivating, compelling, and informative. She's always open to new ideas, so feel free to get in touch!

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How to build demand-generation strategies for scale with Carol Howley