AMA: Gusto Head of Demand Generation, Jordan Hwang on Building a Demand Generation Team
April 20 @ 10:00AM PST
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Gusto Head of Demand Generation, Jordan Hwang on Building a Demand Generation Team
Top Questions
Jordan Hwang
OpenPhone VP of Marketing • April 21
The biggest thing that many demand generation teams miss is a Revenue metric. Typical ones to think of are: * ARR * Customers * Pipeline ($ based) * # of Opportunities For many demand generation teams, there's a tendency to believe that their job is done when the lead is there (MQL, PQ......Read More
599 Views
1 request
Jordan Hwang
OpenPhone VP of Marketing • April 21
Understand what's currently working when you come in, and accelerate it. If you're in an established business, they must be doing something right to be generating demand and revenue right now. Understanding what that is will help you from a prioritization and early impact standpoint. Over ......Read More
570 Views
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Jordan Hwang
OpenPhone VP of Marketing • April 21
For me, the best demand generation candidates are growth-oriented, have customer empathy, and have a strong quantitative bent. For growth-oriented, this means that they likely have some combination of the following: * Natural curiosity - What's working/not working? Why? What can I do diff......Read More
874 Views
1 request
Jordan Hwang
OpenPhone VP of Marketing • April 21
Known impact above all else. Find the most impactful thing to work on as quickly as possible. To get there, I use the following. 1. Create a short list of items to focus on by using: * Critical thinking (i.e. who's my desired customer, what matters to them, where do they hang out, etc......Read More
549 Views
1 request
Jordan Hwang
OpenPhone VP of Marketing • April 21
Our demand generation team has three major pillars: * Website - responsible for our corporate website. While they care about impact, they also need to service other needs for the company beyond pure demand generation. They're held to a slightly different standard, as a result. * Acqui......Read More
825 Views
1 request
Jordan Hwang
OpenPhone VP of Marketing • April 21
I generally like to communicate through two types of vehicles: Weekly progress updates - this is meant to convey what's happening now * Performance metrics (absolute numbers, performance vs. goal, YoY %) * Drivers of above performance (i.e. what's causing it) * Adjustments that will be mad......Read More
753 Views
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Jordan Hwang
OpenPhone VP of Marketing • April 21
For me, it all boils down to what's the most impactful. Generally speaking, we find more short-term and long-term success by going for depth vs. breadth. The key question to answer is: How do you know where to place your bets? I like to use a betting framework for this. The key is to unders......Read More
765 Views
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Jordan Hwang
OpenPhone VP of Marketing • April 21
Be comfortable being junior, and the first demand generation hire. This means that you're acknowledging two things: * You don't have a lot of outside experience to draw on * You don't have someone inside the company who will be able to provide you with a lot of coaching/guidance If you......Read More
759 Views
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Jordan Hwang
OpenPhone VP of Marketing • April 21
My general framework is as follows: * PMM is likely to bring the best holistic qualitative insights to the table from the work that they're doing * Demand Generation is likely to bring the best live quantitative data to the table from the work that they're doing Because of that, it's a ......Read More
819 Views
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