Creating Demand Starts with a Story

Pipeline Visionaries

09-01-2024 • 36 mins

This episode features an interview with Ben Slater, SVP of Marketing at Beamery, a Talent Lifecycle Management platform that empowers companies to understand the skills and capabilities they have, build more agile workforce plans, and attract, retain, upskill, and redeploy their workforce.

In this episode, Ben encourages companies to think about the future of their workforce, shares why internal marketing efforts are often overlooked but shouldn’t be, and why leadership should have their hands in choosing talent. Ben also talks about how creating demand starts with a story and how they go about just that at Beamery.

Key Takeaways:

  • HR is an increasingly strategic part of the organization. How companies think about the future of their workforce impacts how they can achieve their business objectives.
  • The internal role of marketing is one of its most overlooked functions. Marketing has an amazing opportunity to be the internal communications engine that brings people back to the “why” of the organization.
  • Creating demand starts with a story. Specifically, demand starts with a story that is not just about your product, but about a fundamental shift in the market that is accelerating your category.


“ For us, if we think about the demand process, what we are really focused on is not just demand capture, but also demand creation. I'm a huge believer that creating demand, it all starts with the story. So it's a story that's not just about your product, but about a fundamental shift in the market. Something that is either creating your category or accelerating it. Something that's fundamentally impacting your buyer and the way they go about their role on a day-to-day basis. What's the big story that we think is most relevant to our audience and that's in line with our point of view on the market? How do we ensure that there's internal alignment around that story? Because I think if you get the storytelling right and if you're able to tie the different channels and programs together in a way that is consistent, clear, not just for the external audience, but also for internal teams, it can really be a force multiplier for demand.”

Episode Timestamps:

*(03:28) - The Trust Tree: Addressing talent gaps accelerates transformation

*(17:24) - The Playbook: Investing in community

*(33:52) - Quick Hits: Ben’s Quick Hits


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