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AMA: Shopify Head of Video Marketing, Katie Jane Parkes on Demand Generation Skills
April 27 @ 10:00AM PST
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Shopify Head of Video Marketing, Katie Jane Parkes on Demand Generation Skills
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Katie Jane Parkes
Nexus Communications VP of Creative • April 28
I think having the right soft skills is better when you're joining a new team. A lot of the time, the soft skills are very hard to teach others. They are developed over a long period of time and are a culmination of that person's years of experience on the planet: their upbringing, career path, i......Read More
426 Views
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Katie Jane Parkes
Nexus Communications VP of Creative • April 28
In my opinion, this one is simple: you retain good demand generation talent by giving people autonomy to act on behalf of the business, make good decisions quickly, and consistently offer them opportunities to learn, be creative and use their curiosity to run experiments. There is also the add......Read More
490 Views
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Katie Jane Parkes
Nexus Communications VP of Creative • April 28
My advice for recent graduates looking to go straight into demand generation is to think about your own experience as a person who loves certain brands. Ask yourself what made you get into them, how you heard about them in the first place, and what about their brand makes you love and trust them.......Read More
472 Views
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Katie Jane Parkes
Nexus Communications VP of Creative • April 28
I think you need to acknowledge this problem with your boss, especially if you have data to back up why their feedback isn't helpful or is steering the strategy/project in the wrong way. Being able to solicit critique and then facilitate meaningful discussion about the work is key to success on c......Read More
403 Views
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Katie Jane Parkes
Nexus Communications VP of Creative • April 28
The common traits that all of the best demand generation candidates have is a growth mindset and the ability to combine both data/science and creativity in their approach at work. Demand generation requires a growth mindset because you constantly need to test and iterate and use your learnings......Read More
546 Views
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Katie Jane Parkes
Nexus Communications VP of Creative • April 28
Yes, definitely! Showing interest in demand generation is a great start. If you are currently in another field and want to move over, I'd encourage you to look for ways you can partner with the demand generation team or lean in to be a resource they might need for a specific project. This way you......Read More
475 Views
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Katie Jane Parkes
Nexus Communications VP of Creative • April 28
Here are the skills I think you need to be a great demand generation leader: * Deep understanding of the sales process * Ability to connect sales and marketing * Email marketing * Google Analytics * SEO * Systems: Salesforce, Marketo, Hubspot, etc. * Knowledge of ABM programs * Un......Read More
983 Views
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Katie Jane Parkes
Nexus Communications VP of Creative • April 28
I chose Demand Generation over Product Marketing because I wanted to be at the front lines of brand building. I have specialized in content creation and strategy, specifically in video and social media, and I've seen first hand how the right content put in front of the right audience at the righ......Read More
678 Views
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