AMA: DigitalOcean VP Revenue Marketing, Steve Armenti on Demand Generation Strategy

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 hypothesi...

It's pretty unique to company and your industry. But a good rule of thumb would be 60% brand and 40% demand

One of the biggest variables is do you have product market fit. It's really hard to sell a crappy product to people that don't want it. So before any company should inves...

Start with the customer. Who are they, what do they care about, what are their problems, they trying to solve for, Jobs are they trying to get done. Then look at product ...

The biggest success I had was using AI I to map existing lead job titles to a specific taxonomy that I created. By organizing leads into that taxonomy, I was able to Targ...

I look at historical conversion rates or make an educated assumption on conversion rates, and then I look at my demand generation budget and back into the expected perfor...

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 e...

Regional sales teams Sales opsFinance PMM Marketing opsDemand gen

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.

Look at marketing performance based on the revenue it's generated. Then break that down by Geo, campaign, and tactic. From there you will know what's working and what's n...

Always base it on revenue performance. When evaluating any channel think about the customer acquisition cost in that channel compared to the total lifetime value of any c...

This is tricky because lead generation providers want you to measure based on CPL or mqls. That's wrong. The truth is that none of these leads will be qualified or sales ...

Step zero. Those things are really critical in order for demand to really work. I like to build a pitch deck and go around socializing my strategy and my forecast interna...

Paid searchPaid socialContent syndication Sponsored eventsPartner co-marketingSEO

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.