“Identify the things that are eating away at people's time to do the jobs that they are getting paid to do,” says Josh Carter, Senior Director of Demand Generation at Pavilion

In this episode of The Content Cocktail Hour, Josh Carter, Senior Director of Demand Generation at Pavilion, explores the unique challenges of marketing a professional membership community. Josh shares how Pavilion approaches demand generation differently than traditional B2B companies, why referrals are their most powerful growth engine, and how AI is transforming both internal efficiency and the buyer experience. He also explains the crucial role of a brand in long-term marketing success and why companies need to rethink how they leverage AI in their content strategies.

In this episode, you’ll learn:

• Why referrals drive 60-70% of Pavilion’s new memberships - and how they activate that channel
• How AI is helping sales teams personalize outreach and improve conversion rates
• The role of brand investment in building long-term demand and trust

Resources:

Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/

Explore AudiencePlus: https://audienceplus.com

Connect with Josh on LinkedIn: https://www.linkedin.com/in/joshcarter1116

Explore Pavilion: https://www.joinpavilion.com/

2024 B2B Buying Disconnect Report by TrustRadius and Pavilion: https://www.joinpavilion.com/resource/trustradius-2024-b2b-buying-disconnect-report

Timestamps:

(00:00) Intro

(02:00) Understanding Pavilion's unique DemandGen approach

(04:06) The role of AI in Pavilion's sales process

(04:57) Optimizing the sales funnel with AI

(06:02) Leveraging AI for personalized marketing

(15:17) Building a centralized AI knowledge repository

(17:29) Balancing AI and brand authenticity

(21:55) The importance of brand in B2B marketing