Inbound, outbound, or a blend of both? This enduring question continues to challenge B2B growth marketers.
The landscape of demand generation is rapidly evolving. Artificial intelligence is transforming user search behaviors, in-person events are regaining popularity, and buyers are engaging with brands through a variety of channels.
Nevertheless, maintaining a strong organic presence remains essential, according to Abhishek G.P., the former senior director of inbound growth at Freshworks.
Choosing the right demand generation channels is influenced by several factors, primarily the go-to-market (GTM) strategy employed, explains G.P., who played a key role in Freshworks’s transition from a product-led growth model to a hybrid approach that includes sales support.
In a discussion with G2, he shares insights on selecting the appropriate strategies and channels for business growth while fostering a culture of experimentation during scaling.
This conversation is part of G2’s Professional Spotlight series. For more content like this, subscribe to G2 Tea, a newsletter packed with SaaS-related news and entertainment.
Warm-up Questions
What’s your favorite beverage, and when do you enjoy it?
I love coffee—it’s like a lifelong companion. I usually have it twice a day, at 6:30 a.m. and 2 p.m. It gives me the energy to tackle the challenges of the day.
What was your first job?
I started as an area sales manager at Virgin Mobile, where I was responsible for recruiting and working with channel partners to sell mobile phones and network services. It was a challenging environment, interacting with seasoned
Inbound, outbound, or a combination of both? This question stares at B2B growth marketers yet again.
