AMA: Snowflake Head of Demand Generation, Jennifer King on Demand Generation Skills

Employee retention is almost always top of mind for me. I think as a people leader, it is very important to communicate the company goals and tie it back to that individual no matter what role or level. Everyone's contributions matter and being able to translate that back to what they are doing gives the individual 1) a sense of belonging and purpose and 2) motivation that their impact connects to a bigger picture. There are factors that drive people to look for new roles, maybe it's the pay, or ...Read More

As a DG leader, you play a critical role in supporting Sales by driving the acquisition and conversion of prospects into leads and converting them into customers. Here are some hard and nice-to-have skills (the list isn't extensive) Hard skills: Vision and experience building a multi-channel demand gen strategy - Having a good understanding of the levers that are available to you is necessary to build out your plan. This includes understanding your target persona so you can address their pain po ...Read More

My recommendation is to apply and not be discouraged. Learn as much as you can on the subject. If you are able to have a good understanding conceptually, you will stand out among the other candidates that may not gone the extra mile. Be open to any entry level role in Marketing that even remotely works closely with the demand gen team. Sometimes these roles won't have a demand generation title. Marketing analyst, sales development rep, digital marketing specialist, or marketing coordinator are a ...Read More

Great question! I get asked this all the time. It really all depends on your background, but I would urge you to familiarize yourself with marketing terminology like funnel stages, mqls, lead scoring, conversion rates, etc. I would also review your existing skills to see what would be transferable. Perhaps you are a strong writer, or tech savvy, or someone that is very organized and can project manage. These are all transferable skills. Sign up for free online courses through Hubspot or get cert ...Read More

Having transferrable skills and being able to show examples that tie into the specific job requirements will help convince the hiring manager that you are the right candidate. If you have an extensive marketing background, you already have a leg up on your fellow peers. Demand generation encompasses a lot of different skills (analytics, project management, communication, understanding of marketing principles and channels, etc). If you look back on your experience, I'm certain that you can find s ...Read More