140 – How To Execute Demand Creation vs Demand Capture, With Kaylee Edmonson, Refine Labs

Daniel Murray
Daniel Murray
February 21, 2023

How do you define demand generation?

Kaylee Edmonson answers this question and many, many more on today’s episode. Kaylee is VP of Revenue, R&D, at Refine Labs, the demand strategy and research firm focused on growth-stage B2B SaaS companies.

Daniel and Kaylee discuss how to create demand through brand storytelling, the correct demand/creation split, and why being the numbers person is great for building a marketing strategy.

You’ll also hear why Daniel believes data is a compass but intuition is the driving force for experienced marketers and the marketing hill Kaylee would die on.

And thanks to our episode sponsor, Retention. What do brands like Warby Parker, Dr. Squatch, Vital Proteins, and Blendjet all have in common? Retention.com is their highest performing ROAS channel by far. Visit Retention.com to book a demo today.

Follow Kaylee:

LinkedIn: https://www.linkedin.com/in/kaylee-edmondson/

Follow Daniel on Twitter: twitter.com/Dmurr68

LinkedIn: linkedin.com/in/daniel-murray-marketing 

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Daniel is a Workweek friend, working to produce amazing podcasts. Find out more, visit: http://www.workweek.com


00:00 Intro

01:14 When Marketing Feels Off

03:34 Creating Demand Through Brand Storytelling

06:18 The Demand/Creation Split

10:17 How To Push Back Against Adding Forms

15:18 Data As A Compass, Intuition From Experience

18:44 The Marketing Hill I’d Die On

23:06 The Feedback Loop Is Real

28:36 A Firm Base Of Analytics And Understanding

30:45 Connect With Kaylee


Identify Your Brand’s Story

Use Emotion to Create a Connection

Use Visuals to Enhance Your Story

Focus on the Benefits of Your Product or Service

Consistency is Key

Daniel Murray
Daniel Murray