AMA: Demandbase Head of Digital Marketing, Matt Hummel on Establishing a Demand Generation Function
February 28 @ 10:00AM PST
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Demandbase Head of Digital Marketing, Matt Hummel on Establishing a Demand Generation Function
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Matt Hummel
Pipeline360 Vice President of Marketing • February 28
In my experience there are 3 keys to both developing and retaining top talent: Prioritize and maintain alignment with sales: nobody wants to be doing work that isn't appreciated or that isn't aligned with the organizational priorities and objectives. Create a framework but keep it flexible:......Read More
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Matt Hummel
Pipeline360 Vice President of Marketing • February 28
I'll provide a high-level framework I've used at a few companies, which is not totally unique to me, but has proven very helpful: First 30 Days: LEARN!!! Products (sit on demos, sales calls, web training), people (primarily your team/relevant stakeholders), process (helpful to know how to get ......Read More
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Matt Hummel
Pipeline360 Vice President of Marketing • February 28
I've been in both situations, and you really do need the same talent to be successful, it's just how you prioritize and ultimately staff that can be different. For example, you'll often see at small companies a sole digital marketer driving demand which unfortunately is mostly through top-of-......Read More
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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?
Matt Hummel
Pipeline360 Vice President of Marketing • February 28
Build a demand playbook. This forces you to get under the hood on how demand is created at your organization. Map out the entire process from awareness to advocacy, and everything in between. This will help you understand if there are any gaps in the process - for example, is demand gen (or even ......Read More
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