AMA: Heap Vice President, Marketing Acquisition & Growth, Sheena Sharma on Demand Generation Strategy
November 9 @ 10:00AM PST
View AMA Answers
Heap Vice President, Marketing Acquisition & Growth, Sheena Sharma on Demand Generation Strategy
Top Questions
Sheena Sharma
Heap Vice President, Marketing Acquisition & Growth • November 10
I think that website optimization should be an ongoing priority if the marketing team has full ownership of the website. I've had web managers and developer agencies roll into my team in many of my past roles, and the reason for that was we really thought about the website as a key place to drive......Read More
467 Views
2 requests
Sheena Sharma
Heap Vice President, Marketing Acquisition & Growth • November 10
This is by no means exhaustive, but here are some of the angles I'd consider when building a lead scoring system: * What does your web/content ecosystem look like? - what's your new content publishing cadence? What's the mix of content across one pagers, ebooks, webinars, IRL events? Wh......Read More
616 Views
1 request
Sheena Sharma
Heap Vice President, Marketing Acquisition & Growth • November 10
Account-based marketing programs are a great place to start straddling the line of new biz + expansion as a marketing organization. Most marketing and demand teams have more mature motions against driving new logo. Account based marketing is a long game, but you can get some early wins and indica......Read More
409 Views
1 request
Sheena Sharma
Heap Vice President, Marketing Acquisition & Growth • November 10
I think this is a really great question, and a too often overlooked area for really drilling down into your team's success. You of course have to have product-market fit, the right positioning + messaging, and the right creative campaigns. But, you will not be able to create a predictable, sca......Read More
403 Views
1 request
How do you balance demand gen targets against sales quotas and company-wide revenue goals?
Related to demand gen / sales alignment, specifically thinking about aligning quarterly targets and demonstrating Demnad Gen's contribution to revenue
Sheena Sharma
Heap Vice President, Marketing Acquisition & Growth • November 10
I always think about demand generation's contribution to company revenue. For example, I think about marketing contributing to inbound, new logo pipeline + ARR by segment. Marketing should contribute more to an SMB segment (80%+), and less for an Enterprise or Strategic segment (~30%). All market......Read More
653 Views
3 requests
Sheena Sharma
Heap Vice President, Marketing Acquisition & Growth • November 10
The first places I'd invest for short term wins: * Capture intent via paid search (Google search, but also Bing) across branded and non branded keywords * Optimize your website for lead conversion (CTA structure, strategy, form enrichment) * Make sure you have multiple "high intent" o......Read More
663 Views
3 requests
Upcoming AMA's
Show All