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Matt Hummel

Matt Hummel

Demandbase Head of Digital Marketing

AMA: Demandbase Head of Digital Marketing, Matt Hummel
on Demand Generation Strategy

December 5 @ 10:00AM PST
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Demandbase Head of Digital Marketing, Matt Hummel on Demand Generation Strategy
Top Questions
Are there specific channels you would consider fundamental to a successful Demand Generation strategy?
Matt Hummel
Matt Hummel
Demandbase Head of Digital Marketing • December 5
This is a great question - however, there's no one-single channel - maybe other than your website - that is critical towards the success of a demand gen strategy. Each campaign and audience is different - sometimes Facebook is a cash cow, sometimes it's a waste of money. Same with LinkedIn. Paid ......Read More
171 Views
1 request
What recommendations do you generally provide at the end of a campaign?
Matt Hummel
Matt Hummel
Demandbase Head of Digital Marketing • December 5
First and foremost, should we do this again? Of course that requires you to setup the campaign correctly, ensuring you have outlined clear goals. Sometimes it's easy to see, i.e., did we get pipeline/bookings - while other times it's not quite as straight-forward. For example, if it was a campaig......Read More
167 Views
2 requests
When do you include both net-new campaigns and expansion/upsell campaigns in a demand generation strategy?
Matt Hummel
Matt Hummel
Demandbase Head of Digital Marketing • December 5
I start by identifying the audiences that will drive revenue and then work with sales to understand where the greatest need / where Marketing can make the biggest impact. I'm a firm believer that there's no "one-size-fits-all" demand strategy, which means you may have a particular audience (e.g.,......Read More
168 Views
1 request
What recommendations do you make in order to assure the continued success of your strategies?
Matt Hummel
Matt Hummel
Demandbase Head of Digital Marketing • December 5
It somewhat depends on the specific strategy, but in general there are two things to look at: 1. Inspect regularly: bear in mind, some things take time to materialize, so know when to look. But you can also speed that up by looking at both leading and lagging indicators. Are things wo......Read More
168 Views
2 requests
How do you measure success with 3rd party demand-generation agencies? What is your experience and did you have any success in driving demand gen through 3rd party agencies?
Matt Hummel
Matt Hummel
Demandbase Head of Digital Marketing • December 5
The key for agency success is establishing goals, no different than you would if you used internal resources. I recommend thinking in terms of both leading and lagging indicators - for example, if paid media is involved set targets for things like CPL or conversion rate, but then don't stop there......Read More
169 Views
1 request