Paris Talks Marketing

While lead generation focuses on the 5% of companies currently in the market, demand generation aims to capture the other 95% that are not actively looking to buy.

In this episode, Deanna Shimota discusses the three legs of a successful demand generation strategy: the website, managed channels, and third-party channels. She emphasizes creating targeted content for your ideal customer profile. 

Deanna highlights the importance of balancing short-term lead generation with long-term demand generation. By focusing on both, companies can drive revenue now while also building a strong foundation for future growth. 

👉 Deanna Shimota is the CEO of GrowthMode Marketing. She has made it her mission to know everything about B2B marketing and demand generation. 

She’s on top of every tech trend and social media modulation. She’s used her skills and expertise to catapult multiple technology companies into high-growth mode. 


Here are some of the key topics that Deanna and Paris discussed in this episode:

• 00:00 Intro
• 02:14 Demand Gen vs. Lead Gen
• 06:00 The 3 content distribution channels for demand gen
• 10:50 Tapping into existing audiences when you are a niche SaaS business
• 13:41 How to allocate your marketing budget to the right channels
• 14:05 Zero-cost marketing: brand ambassadors
• 16:13 The power of omni-channel marketing
• 17:33 What is your most profitable client?
• 20:03 Developing your demand gen engine
• 21:10 Documented strategy vs. Random Acts of Marketing
• 24:41 Is LinkedIn the new Blog?

Listen to the episode to discover why "Marketing should become your best sales rep."


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🔥 With different themes, each PTM podcast episode provides a well-rounded perspective that includes our host's own insights. 
Don't miss out on the Marketing Strategy theme of our podcast!

Creators and Guests

Host
Paris Childress
Founder & CEO of Hop Online, Performance Marketing Agency | Ex-Googler
Producer
Desislava Arnaudova
Podcast Marketing Operations Manager | Marketing Specialist of Hop Online

What is Paris Talks Marketing?

Cybersecurity & MSSP Growth, Unlocked.

We’re the performance-marketing team that helps cybersecurity firms and MSSPs capture demand, fill pipelines, and pile on predictable MRR. As a Google Ads Premier Partner and a Moz-recommended SEO agency, we blend paid media precision with search authority to dominate the buyer journey end-to-end.

Why us?
• Transparency first. You see every task, test, and metric in real time via ClickUp—no smoke, no mirrors.
• Agility at scale. AI-powered workflows slash busywork and surface insights faster, so campaigns evolve at the speed of threats.
• True partnership. We’re not vendors—we’re an extension of your growth team, and our case-study portfolio proves it.

Whether you need razor-sharp PPC, technical SEO, conversion-obsessed CRO, or demand-fueling content, we build the mix that moves the needle for cyber and MSSP markets.

Ready to outpace the competition? Drop us a message and let’s get rolling.