---
title: "Moving From An Old-School Lead Gen Playbook to a Demand Gen Machine | DEMAND Conference"
url: https://metadata.io/resources/demand/lead-gen-to-demand-gen
description: "Mark Huber and Kaylee Edmondson discuss the transition from traditional lead generation to modern demand generation strategies that drive real pipeline."
source: metadata.io
---

Just because it has always been done this way, doesn't mean it is the right way.

### Mark Huber & Kaylee Edmondson

Head of Brand & Product Marketing, Metadata · Former Director of Demand Gen, Chili Piper

## The Lead Gen Trap

For years, B2B marketing teams have been measured on lead volume. More leads equals more pipeline, right? Wrong. The old-school lead gen playbook optimizes for volume at the expense of quality, creating a flood of unqualified contacts that sales teams struggle to convert.

## Making the Transition

Kaylee Edmondson shares her experience transitioning from a traditional lead generation approach to a modern demand generation engine at Chili Piper. The conversation covers the mindset shifts, operational changes, and metric adjustments required to make the leap.

## Building a True Demand Gen Machine

A demand gen machine does not just capture existing demand — it creates it. Learn how to build a strategy that generates awareness, nurtures interest, and delivers qualified pipeline that sales teams actually want to work.