Shopify

Shopify Overview
Website: shopify.com
Employees: 4001
Headquarters: Ottawa, ON
Founded: 2006
About
Shopify Inc. is a Canadian e-commerce company headquartered in Ottawa, Ontario.
Insights from the Shopify Demand Generation Team
Tamara Niesen
Tamara Niesen
Director, Global Demand Generation & GTM, ShopifyAugust 24
Creating an environment where we have trust, pysocholigical safety, and fun is key, but it's trust that allows team members to have autonomy and agency. Celebrating wins toegther, celebrating mistakes (fail forward!), and removing roadblocks are foundational to building healthy teams.   Something I try to encourage is that each team member is the owner of their business line, audience, program, etc. As a business owner, they know what they are accountable to, and what is required to meet their goals. Retaining top talent means giving team members sapce to strategize, navitgae, execute, a...
Tamara Niesen
Tamara Niesen
Director, Global Demand Generation & GTM, ShopifyAugust 24
Network and seek advice. Getting to know people in the field, genuinely asking about their roles, responsibilites, what keeps them up at night, recommendations on where you might learn more is the best starting point.  In addition to that, get in on these Sharebird AMAs, Demand Gen podcasts, take courses where applicable- this could be in digital marketing/performance, SEO, PMM, sales....all of these crafts are inputs/influence demad gen. A personal goal of mine throughout my career has been to be a Tshaped marketer - to have a solid expertise in a few areas, and be knowledgeable enough i...
Tamara Niesen
Tamara Niesen
Director, Global Demand Generation & GTM, ShopifyAugust 24
As an engineer, I suspect you have deep product and user knowlege, and this could be a huge asset in marketing!  I would start with getting to know the demand gen team at your organization, or, start to network, subscribe to AMA's like this one, listen to demand gen podcasts to better understand: * role responsibilities- what are they responsible for, how are they measured, what does a day in the life look like * when targets are not being met, what are the levers demand gen has at their disposal * learn about inbound vs. outbound, marketing vs. sales funnels, stages of the fu...
Tamara Niesen
Tamara Niesen
Director, Global Demand Generation & GTM, ShopifyAugust 24
Operating in a silo from sales and not treating them as my first team. B2B demand gen marketing- developing pipeline for sales is our job. If we are not in lockstep with sales, and don't show up as one team, we end up with an unhealthy tension that pits teams against eachother.    I have only made this mistake once, where I hit my MQL/Sales accepted targets and when we didn't hit our deal target for the quarter, I did not take accountability for the full funnel, and left sales to take responsibility. Marketing and sales need to have trust, sales needs to know that marketing understands ho...
Tamara Niesen
Tamara Niesen
Director, Global Demand Generation & GTM, ShopifyAugust 24
This is a difficult question to answer, I would love more context in order to respond thoughtfully, but I will share this- a work enironment that is build around psychological safety, one that encourages healthy debate and conflict is (IMO), the envinroment that breeds the most creative and successful teams. It's good to disagree and work together to come to an agreement, or comprimise, but your leader may have context you don't have, and they may not even be able to share that context. In some cases, you may need to agree to disagree. Feedback is a gift, but how you take and apply that fee...
Tamara Niesen
Tamara Niesen
Director, Global Demand Generation & GTM, ShopifyAugust 24
The answer here is nuanced. I have a background in product marketing, so I am biased, but if this role is the first marketer overall, I would actually prioritize a product marketing hire or skill set and focus on the foundations: * Positioning, value props, messaging, personas, pitch decks, roadmap, leave behinds * Sales and product feeback loops- customer insights, win loss analysis * Customer stories- social proof of product market fit * Competitive intelligence If this hire is the first demand gen hire, with the assumption the high level areas above are covered, I would prioriti...
Tamara Niesen
Tamara Niesen
Director, Global Demand Generation & GTM, ShopifyAugust 24
Successful demand gen marketers have a broad skill set, from creative thinking to critical thinking. Some of the most important things I look for: * Project management and relationship management: working cross functionally is essential to devlopping strategic demand gen programs and campaigns. Demand gen is the central hub if you will- channel owners, product teams, sales teams, content, field, etc. The ability to pull plans and tactics together to create time bound, TOFU, MOFU, BOFU or full funnel campaigns requires the demand gen team to be organized, while holding other...
Tamara Niesen
Tamara Niesen
Director, Global Demand Generation & GTM, ShopifyAugust 24
Demand generation is to create pipeline, and transparently, it's easy to cheat and create volumes of leads. Accountability lies in quality, and so measuring teams on the metric that is a true indication of quality is essential for ensuring teams target the right audience and it's also a measure for fit intent- what leads are truly the right fit (product fit/timing fit, high intent/high). Whether you are creating pipeline for a self-serve buying process, or a sales-led process, marketing/demand gen should also use closed-won as a lagging indicator...in fact, marketing should monitor all stag...
Shopify Demand Generation Leaders
Tamara Niesen
Tamara Niesen
Director, Global Demand Generation & GTM