AMA: Heap Vice President, Marketing Acquisition & Growth, Sheena Sharma on Demand Generation Strategy

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...

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...

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 webs...

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...

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 m...

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,...