How CADDi Quadrupled Its Pipeline Using Inbound Demand Generation
by Aaron lober
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What you'll discover
when watching Aaron's story
- Inbound demand generation, focusing on educational content and SEO, can be more effective than traditional outbound tactics in today's marketing landscape.
- Effective leadership in marketing involves investing in people, creating a supportive environment, and removing obstacles for team members to succeed.
- A go-to-market strategy should evolve over time, focusing on creating brand awareness and leveraging customer case studies for social proof.
- Metrics are crucial in marketing, but they should be balanced with a focus on storytelling and positioning, especially in early-stage companies.
- Storytelling is a fundamental skill in marketing that can convince people to change their minds and compel them to action.
- Manufacturing is a massive, under-tapped industry that presents significant opportunities for technology and software solutions.
- While AI has potential in marketing, it should be used strategically to enhance human creativity rather than replace it entirely.
Meet Aaron Lober - Vice President of Marketing @ CADDi
Aaron Lober is the Vice President of Marketing at CADDi, a manufacturing technology company that helps manufacturers leverage data to design, source, and quote custom parts more effectively.
Aaron’s marketing journey began in college, running social media campaigns for his apartment complex. He has since navigated through various industries, from clinical diagnostics to construction technology.
At CADDi, Aaron leads marketing efforts to unlock the power of American manufacturing. The company’s platform serves a $14 trillion industry that has been underserved by software in recent years.
Under Aaron’s leadership, CADDi has quadrupled its pipeline in recent months. He emphasizes storytelling, inbound demand generation, and strategic use of AI in marketing.
Aaron believes in creating a supportive environment for his team and removing obstacles to their success. He advises young marketers to experiment widely and take risks in their careers.
Check out Aaron Lober's thoughts on marketing fundamentals
When it comes to the importance of storytelling in marketing, Aaron shares:
"I think storytelling is phenomenal. The best marketing is always able to both convince people to change their minds and compel them to take action."
He also shares how companies should approach go-to-market strategies:
"We lean heavily on customers with whom we've developed great relationships to help us in our storytelling, and we will continue to do that."
And what’s the most important metric in marketing:
"Revenue will always be the most important metric for your business. Pipeline, which converts at a high rate, is almost always the second most important marketing metric."
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