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AMA: Front Head of Digital Demand Gen & ABM, Moon Kang on Demand Generation KPI's
January 10 @ 10:00AM PST
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Front Head of Digital Demand Gen & ABM, Moon Kang on Demand Generation KPI's
Top Questions
Moon Kang 🚀
Front Director, Digital Demand Generation • January 11
Increase high-quality web traffic. Increase traffic conversion rate. Increase lead to opportunity rate. Demand generation is all about creating demand and capturing it. Increasing your website's traffic with high-quality traffic (target ICP) is the best way to build actual awareness as......Read More
551 Views
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Moon Kang 🚀
Front Director, Digital Demand Generation • January 11
1. Cost per $1 of pipeline I see a lot of teams simply focus on cost per lead, then cost per opp, then cost per closed won -- but when you look at cost per $1 of pipeline, or even better, cost per $1 of annual recurring revenue, you will start to understand how efficient your demand gen machine ......Read More
1359 Views
3 requests
Moon Kang 🚀
Front Director, Digital Demand Generation • January 11
Self serve is slower so you really need to keep a close eye on time to activation, lifetime value, and usage data to revenue ratio. Self serve requires a lot of attention through automation and email marketing to ensure these self serve users are aware of how to use the product and understand......Read More
511 Views
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Moon Kang 🚀
Front Director, Digital Demand Generation • January 11
Demand gen is responsible for every stage of the funnel but accountable for stages where they have ~50%+ of the influence on that stage compared to sales. For example, Demand generation at the awareness stage is 100% responsible for delivering that message to the masses by driving the DG mac......Read More
831 Views
2 requests
Moon Kang 🚀
Front Director, Digital Demand Generation • January 11
Focus on small, incremental improvements with frequent check-ins and meaningful status updates for the whole org. Focus on the teams you will be presenting your results to and fully understand the audience and their OKRs. Make sure what you share aligns to their OKR otherwise you will lose th......Read More
595 Views
1 request
Moon Kang 🚀
Front Director, Digital Demand Generation • January 11
KPIs and OKRs should not be arbitrary. Developing strong OKRs/KPIs requires a lot of research both internally and externally. How did you company do in the past and what were those KPIs in the past? Based on where the company is today (employee count, sales coverage, target ICPs, etc) how much mo......Read More
426 Views
3 requests
Moon Kang 🚀
Front Director, Digital Demand Generation • January 11
Own all of the lead generation because no one else can do it besides DG. Have a stake in opportunity creation (% of your pay with accelerators), pipeline generation, and inbound revenue. I would not own organic social media and only ask to own SEO if you have a dedicated head or agency for it......Read More
758 Views
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Moon Kang 🚀
Front Director, Digital Demand Generation • January 11
The goals are always tied to revenue goals. What is the company's revenue goal for the Q and year? What % of that needs to come from marketing? From that %, what % comes from inbound vs upsell? From there, you work up the funnel based on each stage's conversion rate to get to a lead goal. That ma......Read More
603 Views
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