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Emily Chisholm

AMA: Seso Inc. Head of Demand Generation, Emily Chisholm on Demand Generation Strategy

February 19 @ 10:00AM PT

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  1. How do you determine which types of campaigns to include in a Demand Generation strategy?

    Emily Chisholm
    Emily Chisholm

    Seso Head of Demand Generation • 3mo

    Test! Build a good case for why you think something would make for a worthwhile test and try it out. Be upfront that it's a test, what your hypothesis is and why, and that it could very well generate nothing. Better to be in a culture of testing than one of accountability to what doesn't matter. You'd be surprised how many ideas you can pull straight from conversations with customers, too. Steal, steal, steal. No one gets prizes for having the best original idea. You win in demand gen by doing w ...Read More

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  2. How do you adapt one strategy to garner different types of wins from different campaigns and how do you best set expectations with internal stakeholders about what kinds of results they might see over the life cycle of the demand generation strategy?

    Emily Chisholm
    Emily Chisholm

    Seso Head of Demand Generation • 3mo

    This is easiest when you have some historical accounts. Ultimately, the strategy shouldn't be built by your ideas, it should be informed by your customers. If blog posts are great for website visits but do nothing for demo requests over the course of a year, maybe pare back from 4 posts to 1 great one a month. It's hard to argue with data, so when setting expectations, don't give your opinions, just give facts. Take the time to comb through what types of campaigns generate what, and design the c ...Read More

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  3. How can you balance creating demand vs. capturing demand when management doesn't understand the importance of creating demand?

    We often have to shift budget, time, and resources into only BOFU campaigns in order to hit our MQL targets, which hurts our ability to create demand in the long run.

    Emily Chisholm
    Emily Chisholm

    Seso Head of Demand Generation • 3mo

    The demand creation that gets talked about a lot is highly orchestrated campaigns, but that's not the only way to build awareness and create demand. A lot of demand creation can be low budget. Hands-down the best long term strategy to increase your audience in B2B is to help your target market do their job better. So, host webinars (make friends with internal experts who can serve as thought leaders for webinars), post blog posts, and keep the social media drum humming with highly useful content ...Read More

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  4. What is the difference between demand generation and growth marketing?

    Emily Chisholm
    Emily Chisholm

    Seso Head of Demand Generation • 3mo

    Spelling :) JK but really, it depends who you're talking to. Demand generation tends to more consistently imply your goals are tied to leads, opportunities, pipeline and revenue, whereas growth can relate to the internal org, the audience, or the market. Of course, those can all be part of demand gen too, and they often go hand in hand if not explicitly done by the same person/team.

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  5. What factors do you assess in order to properly prioritize the timing of and budget allocated to different campaigns within a strategy (for example, launching an Account Based Marketing campaign versus a brand awareness campaign)?

    Emily Chisholm
    Emily Chisholm

    Seso Head of Demand Generation • 3mo

    Look at your highest value best fit accounts, and really dive into how they bought from you: how they found you, who they talked to, how many times, what their hesitations were, where the trust was built, etc. It also depends on what type of product you sell. But also, experiment! You can test an ABM approach and see if it moves things along. If it does, do more. If it doesn't, keep building the demand engine and plan for the buying cycle you have, not the one your CEO wants.

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  6. In a world filled with generic tips and tricks, what is one of your go-to fundamental strategies for SaaS demand gen.

    Two sided marketplace SaaS: Clients (Paid) and Members (Free)

    Emily Chisholm
    Emily Chisholm

    Seso Head of Demand Generation • 3mo

    In my experience, it's thought leadership. Importantly: GREAT thought leadership. Give away your special sauce. Be so transparent about your expertise that you give away value for free. Don't underestimate the emotional safety that people feel when they find someone who is clearly an expert. Think of it like a car manual. They're helpful if you need to know how much to fill your tires, and you might do that yourself, but for most people that's where the penchant for machinery ends. Technically y ...Read More

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