In our most recent episode of Demand Gen Studio, we had the privilege of sitting down with Joseph Poschel, Lifecycle Marketing Manager at Lima One Capital. We discussed Joseph's career journey in marketing, insights into the B2B and B2C marketing strategies used in the financial sector, the importance of being platform-agnostic and focusing on marketing behaviors rather than getting caught up in the tools, as well as the future of demand generation and B2B marketing.
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Joseph's Career Journey and Background
Joseph Poschel, originally from West Palm Beach, Florida, launched his career after moving to Greenville, South Carolina for school. Beginning as a graphic designer, he transitioned into digital marketing, building experience in various roles across agencies, nonprofits, startups, and global enterprises.
With a growing focus on data and MarTech, he joined Lima One Capital in 2022 as their first hire by a new CMO, aiming to expand their lifecycle marketing capabilities. At Lima One, Joseph managed the MarTech stack, led campaigns, and developed strategies for investor engagement through platforms like HubSpot, Salesforce, and social media.
Initially handling a broad set of responsibilities, he later specialized in MarTech and data-driven lifecycle marketing, ultimately scaling Lima One’s marketing efforts to meet a growing demand for tailored customer journeys and sales enablement.
Strategic Sales Enablement and Customer Journey Management
At Lima One Capital, Joseph’s team has refined their approach to balancing sales enablement with effective customer journey touch points through integrated campaigns.
A prime example is their annual market outlook, which combines a content anchor—a white paper presented by their CRO—with a webinar and subsequent multi-channel outreach. This approach not only positions Lima One as a thought leader but also nurtures relationships through pre- and post-webinar engagements.
For smooth collaboration and alignment between marketing, inside sales, and the nationwide team, Lima One’s marketing department implements various content-sharing strategies such as a self-service platform for outside reps to access resources like social graphics or event collateral.
By continually synchronizing across teams and repurposing content where applicable, Lima One ensures that both inbound and outbound teams can maximize engagement and move quickly through the shorter financing cycles characteristic of real estate investment lending.
Choosing Between HubSpot and Salesforce
Currently, Joseph's team at Lima One leverages both platforms—HubSpot for marketing activities and Salesforce for CRM—which requires careful data governance and integration.
He recognizes that both Salesforce and HubSpot have unique strengths: Salesforce is well-suited for enterprises needing extensive customization, but with a higher cost and complexity that often requires consultants and ongoing maintenance. HubSpot, on the other hand, is appealing for smaller and mid-sized businesses due to its lower cost and faster deployment.
Joseph believes that adopting a “platform-agnostic” mindset allows companies to adapt as technology and client needs evolve, keeping demand generation agile, data-driven, and centered on long-term value rather than the limitations or allure of specific tools.
The Future of Demand Generation and B2B Marketing
Joseph envisions the future of B2B demand generation as heavily shaped by a strategic, platform-agnostic approach that emphasizes personalization, automation, and data-driven insights, all supported by advancements in AI.
He sees AI not merely as a tool for efficiency but as a means to create highly personalized and targeted interactions with leads across the buyer’s journey. AI can help marketers understand buyer intent more precisely, predict customer behavior, and automatically optimize campaigns in real-time, creating more relevant, timely, and effective touchpoints.
By prioritizing data governance and ensuring seamless data flow between marketing and sales systems, AI can better support decision-making and enable a unified view of customer interactions.
This approach allows demand generation to evolve beyond basic lead scoring and campaign automation, transforming it into a sophisticated, insight-driven process where AI empowers marketers to deliver value at every stage of the customer lifecycle.
Looking ahead, Joseph is optimistic about AI's transformative impact on demand generation and B2B marketing, viewing it as a driver for job creation rather than replacement.
As more companies incorporate AI tools, Joseph envisions exponential growth in content creation, streamlined processes, and an expanding landscape of career opportunities.
Underutilized Features: HubDB
Joseph believes that HubDB is an underutilized tool with immense potential for B2B marketers, especially in creating dynamic, personalized landing pages tailored for sales reps.
His team has integrated HubDB with Microsoft SharePoint and Microsoft 365, allowing them to build responsive, branded "digital business cards" for each rep—useful both for lead generation and individualized client interactions.
He emphasizes that HubDB is accessible to non-coders, likening it to an enhanced, web-friendly spreadsheet that empowers users to create dynamic pages without extensive technical skills.
Advice for Younger Marketers
"Stay hungry, stay humble, and keep getting grittier."
Joseph Poschel
Lifecycle Marketing Manager at Lima One Capital
In conclusion, Joseph shared his advice for younger marketers, emphasizing the importance of persistence, curiosity, and building connections. He believes that having grit is key to overcoming challenges in the marketing world. Staying open-minded and eager to learn is essential, too.
His advice to his younger self would be to get out there and network sooner rather than later. It’s all about making those connections early on.
We hope you enjoyed hearing more about Joseph's journey and benefited from his insights! For more interesting conversations with B2B marketing leaders check out the rest of our podcast episodes at Demand Gen Studio. Until next time!
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