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Camila Cook

AMA: 8x8 Vice President, Global Demand Generation, Camila Cook on Demand Generation Strategy

January 22 @ 10:00AM PT
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What's one "best practice" you think Demand Gen teams around the world should STOP doing in 2026?
Tried-and-true strategies are dying every day with a quickly evolving acquisition landscape. What's the next tactic/channel/program/behavior/or strategy everyone is still doing and should be put to rest?
Camila Cook
Camila Cook•
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8x8 Vice President, Global Demand Generation • 3mo
Demand generation teams must stop treating MQL volume as the only proxy for success. The obsession with hitting arbitrary lead targets has trained organizations to optimi...
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419 Views
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How can a demand gen leader improve content strategy and engagement for email marketing? I'm looking to leverage email as a channel but have very low open/ engagement rates for our current email newsletters.
Camila Cook
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8x8 Vice President, Global Demand Generation • 3mo
Start by accepting a hard truth: most email newsletters fail because they are company-centric, not buyer-centric.What actually moves the needle:Segment beyond persona → S...
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811 Views
1 request
How can you balance creating demand vs. capturing demand when management doesn't understand the importance of creating demand?
We often have to shift budget, time, and resources into only BOFU campaigns in order to hit our MQL targets, which hurts our ability to create demand in the long run.
Camila Cook
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8x8 Vice President, Global Demand Generation • 3mo
This is a language problem, not a strategy problem.Reframe “creating demand” as:Pipeline risk reductionCost-per-opportunity protectionSales efficiency improvementWhat wor...
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647 Views
1 request
How do you adapt one strategy to garner different types of wins from different campaigns and how do you best set expectations with internal stakeholders about what kinds of results they might see over the life cycle of the demand generation strategy?
Camila Cook
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8x8 Vice President, Global Demand Generation • 3mo
This is where most teams fail.Every campaign should declare its primary win type:Awareness liftBuying group expansionPipeline creationSales accelerationCampaign maturity ...
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452 Views
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What are your top channels when it comes to inbound demand generation? Where do you invest first when you need to drive more top of funnel volume?
Camila Cook
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8x8 Vice President, Global Demand Generation • 3mo
If I need top-of-funnel fast, here’s the order I invest:High-intent content + SEOProblem-led, not product-ledPaid social (LinkedIn first)Target buying groups, not job tit...
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389 Views
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What are some typical indicators that website optimization should be a priority in your digital marketing strategy?
Camila Cook
Camila Cook•
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8x8 Vice President, Global Demand Generation • 3mo
If any of these are true, stop launching campaigns and fix the site:Traffic up, conversions flatHigh bounce on core intent pages (pricing, demo)Form fill ≠ sales-qualifie...
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459 Views
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What role do customer and partner testimonials play in a demand generation campaign’s content strategy?
Camila Cook
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8x8 Vice President, Global Demand Generation • 3mo
Testimonials are trust accelerators, not just social proof.Best use cases:Mid-funnel (evaluation stage)Objection handlingSales enablementEnterprise deals with long cycles...
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398 Views
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What recommendations do you make in order to assure the continued success of your strategies?
Camila Cook
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8x8 Vice President, Global Demand Generation • 3mo
Sustained demand generation success does not come from individual campaigns or channel; it comes from operational discipline and leadership alignment. High-performing dem...
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397 Views
1 request