AMA: DigitalOcean VP Revenue Marketing, Steve Armenti on Demand Generation Strategy
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The most common I would say are company size, company industry, Geo, recent funding, hiring, acquisitions, tech install. Then on lead title, job function, seniority.
Regional sales teams
Sales ops
Finance
PMM
Marketing ops
Demand gen
Basic email platform engagement. But most importantly, Are emails qualifying leads for outreach. Do emails speed up the qualification process. Do leads that engage with emails perform better in the sales cycle
Paid search
Paid social
Content syndication
Sponsored events
Partner co-marketing
SEO
It's pretty unique to company and your industry. But a good rule of thumb would be 60% brand and 40% demand
It depends on the duration of your customer life cycle. Since I've been in mostly B2B where the sales cycle is 6 plus months, I would focus on one and then the other.
Nand generation is going out into the market and generating interest in your product. Growth marketing is a process in which you develop a hypothesis, test that hypothesis through AB testing, measure the results, continuously iterate.