FIP

Every business is unique, and so are our strategies. At Focus Image Pro, we specialize in crafting demand generation solutions that are tailored to your specific needs. Our commitment to excellence helps our partners achieve their most ambitious marketing goals. Ready to drive growth? Let’s talk: https://lnkd.in/eYMYytVx #DemandGeneration #MarketingStrategy #B2BMarketing #GrowthMarketing #BusinessGrowth #MarketingExcellence #DigitalMarketing #BusinessStrategy

Layoffs don’t just impact individuals—they shake entire teams. Leaders are left rebuilding trust. Employees who remain are navigating uncertainty. And often, the conversation focuses on numbers instead of the real human impact. In our latest #HRConnect interview, Stormie Haller from Tracker shares insights on how marketing leaders can support their peers through layoffs, why transparency is critical, and how businesses can foster trust even in difficult times. We also explore a shift happening in marketing and sales—peer-led communities are becoming more powerful than traditional outreach. Decision-makers are engaging in smaller, industry-focused groups where real conversations happen, and this shift is reshaping how businesses connect. Read the full article here: https://lnkd.in/exnjH55W At FIP, we believe meaningful conversations drive real connections. If you're interested in sharing your insights in an upcoming HR Connect interview, reach out to Dilara Cossette. How can companies better support employees impacted by layoffs? #Layoffs #MarketingLeadership #SalesAndMarketing #CommunityBuilding #HRTech #B2BMarketing #Leadership #DemandGeneration #FutureOfWork

Unlike webinars, virtual roundtables foster real conversations, build trust, and drive meaningful pipeline. In our latest edition of The Demand Engine, Dilara Cossette break down how to structure, invite, and follow up on roundtables that convert. Check it out here: https://lnkd.in/eP_ng5zh 📩 #DemandGeneration #B2BSaaS #MarketingStrategy

#marketingattribution is messy. Every week, I talk to marketing leaders who tell me the same thing: we’re generating leads, but they aren’t converting; sales is saying the leads aren’t qualified; we’re struggling to prove the impact of marketing on revenue. If this sounds familiar, it’s because most marketing teams are measuring the wrong things. Creating and capturing demand makes it even more complex. Traditional performance metrics like ROAS and ROI provide only a partial view, focusing on financial returns but ignoring conversion speed and marketing efficiency across the funnel. That’s why we built the Demand Capture Index (DCI), a simple but powerful way to measure how efficiently your marketing is converting demand into revenue. In addition, we put together a detailed guide explaining how to improve your DCI score and optimize your demand capture strategy. I just published an article breaking it all down👇🏻 I also recorded a quick Loom video walking through exactly how to use the DCI calculator to score your demand capture performance. 🎥 Watch the walkthrough video: https://lnkd.in/ev2u4mkc 📊 Try the DCI online calculator: https://lnkd.in/eDNTvJGH 📖 Download the DCI guide: https://lnkd.in/eRXJRN8B Thoughts? 🤔

I launched The Demand Engine #newsletter last Thursday, and I already have over 600 subscribers! Excited and proud to see so many people interested in real, tactical #demandgeneration strategies. I just published my second edition! 🎉 This time, I put together a detailed playbook on hosting virtual roundtables, one of the most effective demand generation events out there. Roundtables aren’t like traditional webinars with low attendance and minimal conversions. Done right, they bring together the right decision-makers, create real, peer-led conversations, and build trust before any sales pitch ever happens. We run these every month at FIP (for ourselves and our partners), and they’ve been a game-changer for driving high-intent pipeline. If you’re not subscribed to my newsletter yet, here’s the link: https://lnkd.in/eh4B-AuR #DemandGeneration #Roundtables #HRTech

Demand generation is everywhere right now. Some call it a strategy. Others treat it as another marketing buzzword. But what does it really mean? And more importantly—does it actually work? Most people confuse demand generation with lead generation. They think more MQLs mean more revenue. But demand gen isn’t about collecting leads—it’s about creating demand before buyers even start looking for a solution. I just published the first edition of The Demand Engine newsletter on LinkedIn! 🎉 - The difference between demand gen and lead gen (and why most teams get it wrong) - Why demand generation is about educating the market, not just capturing emails - Where companies go wrong and how to make it work Read the full article here: https://lnkd.in/eh4B-AuR Would love to hear your thoughts—how does your team think about demand generation today?

Why HR leaders ignore your cold emails (and what to do instead)? I used to think the problem was email copy. Better subject lines. Shorter messages. A stronger CTA. But after sending hundreds of cold emails to HR decision-makers, I realized something: ❌ The issue isn’t the messaging. It’s the approach. ❌ HR leaders aren’t ignoring your emails because they’re too busy. ❌ They’re ignoring them because they don’t trust the sender. Here’s why your outreach isn’t working: 🚫 You’re solving a problem they aren’t thinking about right now. 🚫 Your message looks like every other sales email. 🚫 They don’t recognize or trust you yet. So what actually works? ✅ Instead of cold outreach, we focus on getting HR leaders into conversations they actually want to join. ✅ We create peer-led discussions where HR decision-makers openly share what they’re struggling with. ✅ This shifts the approach from "Can I sell to you?" → to "Let’s talk about the challenges you’re already facing." The result? Higher engagement. More conversations. And a direct path to pipeline—without chasing leads that will never convert. Only 3% of HR leaders are actively looking for a solution when you reach out. But 78% trust recommendations from their peer network. If your demand gen strategy isn’t working, this might be why. Are you seeing this shift in your marketing? Or are you still relying on cold outreach?

How do you build credibility in HR tech when decision-makers are overwhelmed and bombarded with sales pitches? We sat down with Phil Strazzulla, founder of SelectSoftware Reviews, to unpack what actually works when marketing to HR leaders. 🔹 HR leaders aren’t ignoring you—they’re overwhelmed. Their day is full of fire drills and shifting priorities. If your outreach doesn’t acknowledge that, you’re just adding to the noise. 🔹 Thought leadership isn’t just a strategy—it’s a long game. Phil bootstrapped SSR with just $1,000, focusing on content and credibility. Years later, his insights still drive high-value conversations. 🔹 Peer recommendations drive adoption. HR pros don’t trust paid reviews—they trust their network. If your strategy doesn’t tap into peer influence, you’re missing a huge opportunity. 🔹 AI will change HR tech, but fix the basics first. Before chasing AI trends, companies need to modernize their HRIS, streamline hiring, and ensure their tech actually serves their needs. This conversation with Phil is packed with insights on breaking through the noise, building trust, and staying ahead in HR tech. 📢 Read the full interview: https://lnkd.in/eqJ-xR8C Are you an HR tech leader with a story to share? Let’s connect—[email protected]. #HRTech #DemandGeneration #B2BSaaS #MarketingStrategy #ThoughtLeadership #HRLeaders #HRCommunity #HRTechnology #GrowthMarketing #SaaSMarketing #B2BMarketing #LeadGeneration #AIinHR #HRInnovation #StartupGrowth #TechMarketing

2025 HR Tech Demand Generation Guide: What’s Working Now Traditional demand generation in HR tech is breaking down—and the numbers prove it. ❌ Cold outreach? HR leaders aren’t responding. ❌ Paid ads? CPCs are skyrocketing. ❌ Gated content? Leads don’t convert into real pipeline. So what’s actually driving growth in 2025? ✅ Creating demand before capturing it → Long-term relationship-building, not just lead collection. ✅ Peer-led engagement → High-trust interactions drive real opportunities. ✅ A demand gen-first strategy → Optimized websites, strategic roundtables, and social engagement. 🔹 This guide covers: 1. How to shift from lead gen to true demand gen 2. The 3 core strategies transforming HR tech marketing 3. Playbooks for roundtables, social selling, and paid media that actually work 📩 Download the full guide below 👇 Any questions? Reach out to Dilara.

If you’re responsible for driving demand in HR tech, this is a conversation you don’t want to miss. Join us on April 8, 2025, at 1 PM EST for an exclusive virtual roundtable designed for HR tech marketing leaders. This 60-minute live event is your opportunity to: ✅ Exchange ideas with fellow marketing leaders ✅ Learn actionable strategies for engaging HR decision-makers ✅ Gain insights from eight industry experts on scaling demand generation We’ll dive into: 🔹 The top 3 challenges HR tech companies face in demand generation 🔹 5 proven strategies to help you stand out in a competitive market 🔹 Real-world insights and tactics from leading HR tech marketers Speakers: 🗣️ Dilara Cossette, Head of Demand Gen, FIP 🗣️ Jasmeet Pabla-Saini, Director of Demand Gen, FIP 📅 Register now to secure your spot! 🔗 https://lnkd.in/gmvbh5jV #DemandGeneration #HRTech #B2BMarketing #LeadGeneration #MarketingLeaders