AMA: Apollo.io Director of Social, Community & Customer Marketing, Katie Jane Parkes on Demand Generation Strategy

My go-to demand gen strategy is actually really straightforward: gain deep audience understanding + create content that educates, not just sells. It’s simple, but wildly ...

Because the customer journey doesn’t end at the sale, you need to focus on a process that evolves their experience with your product (and brand). You need to focus on dri...

Really hard to answer this well these days. Customer journeys are just not linear. If you're using a multi-touch attribution model, chances are your prospects are engagin...

I think this question is meant to say 2024 to 2025! So here we go.Outside the usual suspects (email, PPC, SEO, affiliate, and social), here are some pipeline drivers that...

Web optimization should be prioritized when your site is attracting traffic but not converting it. Here are some clear indicators you need to focus on making changes:Low ...

Top inbound channel is our website. If I need to drive more top-of-funnel volume fast, here’s where I invest first:SEO & Content Foundational. High-intent, cost-effic...

Best-in-class Customer Marketing teams are deeply integrated across all of marketing. They build tight knit relationships with Customer Success, Sales, Product, Brand, an...

This is super tough to answer without context... very much depends on your business model and maturity. I think a good rule of thumb would be anywhere between 10-25% of t...

I always provide recommendations across performance, process, and future strategy. The goal is to level up for the next round.Here’s what I typically include:Performance ...

Awareness stages should still inform your demand gen strategy, but customer journeys in 2025 are anything but linear. People jump around, self-educate, and make decisions...

If we're looking at Customer Marketing strategy, there's a few key variables that can shape where we focus and how we allocate resources:Audience/customer segments: Diffe...