AMA: Salesforce Sr. Director, Demand Generation, Keara Cho on Demand Generation Strategy
April 9 @ 10:00AM PST
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Salesforce Sr. Director, Demand Generation, Keara Cho on Demand Generation Strategy
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Keara Cho
Salesforce Sr. Director, Field Marketing • April 10
Alignment with sales distribution models: sales teams typically slices their segmentation by company size or revenue bands. Marketing should also create strategy based on how sales go to market. Many more mature sales organizations will also have segments by vertical and industry-first GTM varies......Read More
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Keara Cho
Salesforce Sr. Director, Field Marketing • April 10
Please see my answer for this similar question: When designing a demand generation strategy, at what stage do you audit internal departments to determine if there is sufficient stakeholder buy-in and infrastructure needed to support success?
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Keara Cho
Salesforce Sr. Director, Field Marketing • April 10
I have lengthen explanation in the other questions digging into each channel and the importance of it. For the sake of time, here are the channels that are critical to demand gen: 1. Organic/web 2. Paid digital 3. Email 4. Events 5. Webinar 6. Direct Mail 7. Field events 8. CxO ......Read More
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Keara Cho
Salesforce Sr. Director, Field Marketing • April 10
Determining what types of campaigns/tactics to include in your strategy starts with you understanding every milestone metric in your funnel. What is your acquisition cost? How much does it take to bring a lead in? How much does it take to get a sign up- everything you do need to map back to how m......Read More
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Keara Cho
Salesforce Sr. Director, Field Marketing • April 10
Here are a group of internal stakeholders that I believe is important to get buy-in and approval. I would ensure every group listed below have seen your plan prior to getting it launched as each group can actually help provide assets/ideas to complement your plan. Sales leadership (Informer):......Read More
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Keara Cho
Salesforce Sr. Director, Field Marketing • April 10
Having accurate data and good data is the foundation in delivering success. You have to be able to quickly answer this question: “For every dollar I put in market, how much am I bringing back to the organization?” If you can't answer this with confidence, then you can't even begin to drive succes......Read More
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Keara Cho
Salesforce Sr. Director, Field Marketing • April 10
The most simple answer I can give is that they are both very similar - demand gen and growth marketing roles drive X% of the company's Pipe Generation and Revenue. Both are responsible for driving cross-selling, additional users and add-on/upgrades, new logos and new business for the business. No......Read More
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