Demand Generation: Building an Inbound Marketing Engine from Scratch with Meaghan Ferneau

In this episode of Data Planet, host Emma Davis interviews Meaghan Ferneau, Director of Demand Generation at CarltonOne.

Meaghan shares how she built a demand generation function and inbound marketing infrastructure from the ground up, transforming marketing operations into a data-driven engine for growth. She explains how optimizing the marketing funnel and strengthening sales and marketing alignment helped reduce lead outreach time from 17 days to just two and a half days within six months.

Meaghan also explores the importance of marketing attribution, lead scoring, and measuring pipeline contribution to demonstrate marketing ROI and secure greater investment. Drawing on more than a decade of experience in the rewards and recognition industry, she discusses balancing proven marketing strategies with experimentation to adapt to changing buyer behaviors.

She also reflects on overcoming imposter syndrome, building credibility as a leader, and using data to make informed decisions, challenge assumptions, and drive measurable business outcomes. Learn more about CarltonOne’s global rewards, employee recognition, sales incentive, and customer loyalty solutions at the official website.

CarltonOne website: https://www.carltonone.com/