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Laura Lewis

AMA: Addigy Director | Head of Marketing, Laura Lewis on Establishing a Demand Generation Function

July 25 @ 10:00AM PT

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  1. What is your advice for creating and/or improving the demand generation process when joining a small but growing team?

    Particularly for a small company with no or little structure?

    Laura Lewis
    Laura Lewis

    Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 1y

    There are three items I would recommend evaluating when joining any small but mighty demand generation team: Reporting & Infrastructure - Identify how leads are flowing from the website and offline programs through to the sales team. Many times there are issues in this process - incorrect scoring, gaps when syncing from marketing automation to CRM, undefined sales follow-up processes, missing tracking on conversion to opportunity. Making sure that you fully understand how this all works is c ...Read More

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    1 request

  2. How does demand generation differ between a small and large company?

    Laura Lewis
    Laura Lewis

    Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 1y

    Smaller companies have less budget, and therefore marketers must be scrappier. They need to find ways to build awareness for the company overall, in parallel with supporting short-term revenue targets.

    Larger companies have more budget, and marketers can focus more on channel optimization to drive leads in support of short-term revenue targets. The larger reach of campaigns, thanks to their budget, helps to keep an awareness drumbeat in the market.

    441 Views
    1 request

  3. What's the earliest stage a startup should consider hiring a demand generation manager?

    Laura Lewis
    Laura Lewis

    Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 1y

    As soon as you have product-market fit determined. My recommended first three marketing hires, in order, are: Product Marketing: to help with that product-market fit assessment. This must come first. Spending money on demand generation campaigns when there is no assurance of revenue afterwards is a recipe for disaster. Demand Generation: to help build pipeline and close revenue. This is a good hire when it is time to pour gasoline on your fire and start scaling. Marketing Operations: to build ma ...Read More

    724 Views
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  4. From your perspective, who is the most critical piece on a demand-gen team?

    Why?

    Laura Lewis
    Laura Lewis

    Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 1y

    A program manager is my number 1 hire on a Demand Generation team. This person: Monitors the funnel, leads coming in, and their conversion to pipeline Project manages all aspects of a campaign Launches the campaign messaging on the necessary channels Monitors success and reports back on progress Without a program manager, there is a strategy gap on your campaigns. You might be launching ads, but what is the bigger picture they tie to? Or you might be sending emails, but how do those emails tie t ...Read More

    589 Views
    2 requests

  5. How do you achieve consistent demand gen as a B2C and B2B startup with little marketing budget and self-funded from the revenue it currently generates? How do we make do with the resources we have now to reach more people who need our products?

    Laura Lewis
    Laura Lewis

    Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 1y

    This is the million dollar question... literally! I've found that there are two types of Demand Generation professionals, and finding one who has both skills is more difficult: Those who know how to spend money Those who can operate without any money When you're working for an early stage start-up, or when you have limited budget, you have to get scrappy and spend time rather than money. What do I mean by that? Find communities that your buyers participate in. Get really active on these communit ...Read More

    747 Views
    3 requests

  6. How do you determine the campaign types for demand gen?

    What campaign types should take priority and how to structure them with metrics/kpis for success

    Laura Lewis
    Laura Lewis

    Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 1y

    Selecting campaign types and their associated channels will depend first on your goals and what you want to achieve. The best campaigns use a mix of channels. Here are a few examples. Campaign #1: Drive immediate pipeline in a new market sector Channels: Direct Mail, Marketing Email, Sales Email/Call, Landing Page Process: Send a marketing email alerting people that they have a package coming. Send a package with a fun gift (office supplies, cookies, a caricature of them based on their LinkedIn ...Read More

    694 Views
    3 requests