AMA: Front Head of Digital Demand Gen & ABM, Moon Kang on Channel Mix

December 7 @ 10:00AM PT

What are your top performing email strategies you’ve used historically?

Moon Kang 🚀

Showpad Director, Growth Marketing | Formerly a child • 3y

I can share two particularly successful campaigns. One is a bit boring and obvious and the other was an interesting and fun one for me. 1. The boring one: It was a product launch for a consumer electronics brand. The product was a Bluetooth headphone launching in 1 week and we sent an email blast to the entire customer list minus those who had recently purchased a headset less than 30 days ago. The header image was a beautiful image and the reason why I say this one is boring is because I didn' ...Read More

1,467 Views

2 requests
When you start a new position as a Demand Generation Leader, what are your first 3 steps in identifying the best channels to leverage to drive demand at that company?

Moon Kang 🚀

Showpad Director, Growth Marketing | Formerly a child • 3y

1. DG team -- it's important for me to take a quick glance at the numbers but more important to get a better, fuller, picture from the team. What in the last 6 months has been going on? What's worked, what's not worked, and very important to me: what did you work on that you enjoyed? 2. Start from the bottom of the funnel: Revenue. Track revenue in SFDC then work my way up the funnel; which channel(s) contributed to this deal? Which keyword(s)? What touchpoints did the champion visit before turn ...Read More

709 Views

2 requests
Are there specific channels you think are a foundation to a Demand Generation strategy?

Moon Kang 🚀

Showpad Director, Growth Marketing | Formerly a child • 3y

Programmatic display.

You cannot GENERATE demand without properly getting in front of folks and visually displaying what you're about. You'd be wasting money without the capabilities to target the RIGHT people to create demand. The right combination of intent data, funnel-specific messaging, and analytics will create the best top-of-funnel experience for prospects you're looking to generate demand.

825 Views

2 requests
What are the best ways to support a Product Led approach to demand generation - are there certain channels you think we should explore?

Moon Kang 🚀

Showpad Director, Growth Marketing | Formerly a child • 3y

PLG all comes down to a frictionless product experience. Many products out there claim to be PLG but without a human sales engineer to customer your experience, none of your customers will understand the product and convert. PLG comes down to ensuring you have the best tooltip experience inside the product along with analytics to help you understand where the biggest friction points are in your product. Understanding where users spend the MOST amount of time, and the LEAST amount of time in your ...Read More

524 Views

2 requests
When you work at an organization whose buyers are not present on many digital channels, what do you typically explore to reach them?

Moon Kang 🚀

Showpad Director, Growth Marketing | Formerly a child • 3y

Great question -- I like to rely on our product marketing team to help me understand where my audience hangs out. If it's events, I work with field marketing to identify the best places our current customers go, and make sure we have a heavy presence at those events to capture more mindshare of that audience and even our existing customers. I also like to ask my PR team what publications (digital and print) a specific audience group is heavily influenced by. I run digital programs there knowing ...Read More

547 Views

2 requests
What are some new cutting edge tools to consider buying?

Moon Kang 🚀

Showpad Director, Growth Marketing | Formerly a child • 3y

IMO -- we are tapped out in "cutting edge" tools in 2023. There are no cutting-edge tools that would replace good strategy. It doesn't matter how easy your tool makes sending physical gifts to prospects or how well your enrichment tool works -- without the right strategy in communicating with your prospects, none of the tools work.

1,268 Views

2 requests
What are some challenges that commonly arise over the course of your first 30/60/90 days and how do you prepare yourself and your team to supersede these challenges?

Moon Kang 🚀

Showpad Director, Growth Marketing | Formerly a child • 3y

Some of the biggest challenges are broad, anecdotal feedback from sales & marketing that nothing ever works. I think it's important to remain objective and quantitative and share how things actually went based on a baseline metric vs the campaign metrics. It's also really important to bridge the cap between sales & marketing. Marketing isn't successful with sales closing deals, and sales isn't successful unless marketing builds awareness and drives users to convert. Without harmony betw ...Read More

1,227 Views

1 request
When orienting yourself as a new leader in an organization, how do you ensure that you get an accurate picture of past strategies?

Moon Kang 🚀

Showpad Director, Growth Marketing | Formerly a child • 3y

The hope is to be joining a company that's got some good data and documentation hygiene :)

Unfortunately, if this is missing, then the source of truth for me is Salesforce. I will always go to the sales operations team to start at revenue and work my way back toward up to the top of the funnel to marketing camapigns' successes or shortcomings.

The way I do this is to tie back campaign launches and the spending to calculate CAC:LTV over time.

1,214 Views

1 request
What role does competitor research play in a product-led approach vs. any other approach?

Moon Kang 🚀

Showpad Director, Growth Marketing | Formerly a child • 3y

Everything.

Without being able to differentiate your product in the marketplace, what are you besides just noise?

Competitive research isn't specific to PLG or any strategy -- it's necessary for any business to survive and properly compete. The "build it, and they will come" strategy doesn't work in the real world. It's about building products/software that people WANT that does a JOB and stands out amongst your competitors. You're not doing this without properly doing research

1,174 Views

1 request

AMA: Front Head of Digital Demand Gen & ABM, Moon Kang on Channel Mix

View AMA Answers

What are your top performing email strategies you’ve used historically?

When you start a new position as a Demand Generation Leader, what are your first 3 steps in identifying the best channels to leverage to drive demand at that company?

Are there specific channels you think are a foundation to a Demand Generation strategy?

What are the best ways to support a Product Led approach to demand generation - are there certain channels you think we should explore?

When you work at an organization whose buyers are not present on many digital channels, what do you typically explore to reach them?

What are some new cutting edge tools to consider buying?

What are some challenges that commonly arise over the course of your first 30/60/90 days and how do you prepare yourself and your team to supersede these challenges?

When orienting yourself as a new leader in an organization, how do you ensure that you get an accurate picture of past strategies?

What role does competitor research play in a product-led approach vs. any other approach?