Carlota Pico recently spoke with Germany-based Ertan Benzes, EMEA and India demand generation and digital marketing director at CHEP. He’s been working at this sustainable pallet and container pooling services company for over 30 years. He shared some of his biggest accomplishments at CHEP—the “invisible backbone of the supply chain”—like creating a marketing automation system and consolidating the brand’s LinkedIn pages (which helped grow its following from 24,000 to 190,000).

Ertan also discussed best practices for conversing on LinkedIn, defined the best channels for B2B marketing, explained how demand generation works, and highlighted the importance of incorporating data into marketing strategy.

You can watch the full conversation in the video above or on YouTube, and listen to the podcast on Apple and Spotify.

People in marketing are in love with what they can analyze: click rates, likes, conversion rates—you name it. But at the end of the day, the key is how you link this data to the financial aspect. Did we get new customers? That’s the core question.

Rapid-fire recs

  • App or tech tip: “One of the Apple Watch’s newest features is a 20-second timer that automatically starts when you’re washing your hands. It’s an amazing combination of science and software.”

Connect with Ertan and Carlota on LinkedIn.

This post was edited by Mary Kresge, a marketing assistant based in Madrid.

For more recommended resources:

Top 10 apps for content and marketing professionals

Top 8 content and marketing books to read right now (according to experts)

8 inspiring content and marketing influencers to follow

For more insights into demand generation:

Nurture leads to maximize ROI – Stephen Balogun, EMEA marketing expert

To see the full transcript, click on page number 2 below.