AMA: Demandbase Head of Digital Marketing, Matt Hummel on Demand Generation 30 / 60 / 90 Day Plan

Scaling beyond your first DG Manager is both an exciting time but also one that can bring about a lot of uncertainty - there are so many directions you could go! With that said, it's likely that you are still in high-growth mode and I would strongly recommend considering bringing on a paid media specialist. Someone who knows systems like LinkedIn, Facebook, Google Ads, and if you're lucky you can find someone who has that experience plus some web experience such as CRO and even SEO. Your best be ...Read More

Alignment with sales. A good mentor of mine encouraged me to "break bread" with sales - not just leadership, but with reps also. I also can't underestimate the importance of sitting in on some sales calls, but also speaking to several clients - and if possible, visiting them in person. It's easy, and not necessarily a bad thing, to focus on the quick wins like tightening your programs, improving your digital programs, etc. - but the best thing you can is build confidence in the organization that ...Read More

To a degree this remains trial and error / a bit fluid. However, we are seeing that not over-relying on one form vs. another is the best approach. For example, webinars used to print pipeline, as did on-demand webinars. Post COVID, webinars became everything and eventually it caught up as companies were seeing less pipeline. However, webinars can still be a great way to engage and deliver meaningful content. You have to think about the audience and purpose though, and then make sure you are usin ...Read More

This is a key part of your discovery process and can also work to improve collaboration, identify near-term wins, and demonstrate both humility but also servant-minded leadership as you step into your role. It takes the emphasis off of you having to come in and fix everything and seeks the insights (whether you ultimately agree or not) with those who have been there and will be working alongside of on a regular basis. What do you believe are the top priorities we're focused on right now? Do you ...Read More

I always start with a comprehensive audit, focusing generally on the following areas. I evaluate a combination of qualitative and quantitative factors which allows me to have a clear understanding of the maturity of the function. The key is knowing what good looks like / being able to know where you want to get to. Because this audit should then turn into a roadmap towards building a proper demand center. Sales & Marketing alignment Demand funnel Lead scoring Lead nurturing Content Buyer per ...Read More