AMA: Snowflake Head of Demand Generation, Jennifer King on Growth Marketing Strategy

While growth marketing and demand generation are both crucial for business expansion and often work hand-in-hand, they operate with different scopes, focuses, and objectives. Think of them as two distinct but complementary gears in the marketing machine. DG with the focus of top of funnel awareness and interest while growth marketing spans across the entire customer lifecycle (acquisition, adoption, retention, expansion).

It depends on the end goal. At a high level, I'd say all the tools that demand gen teams use to capture new business can be applied to upsell/cross sell. You can get very targeted with paid channels and events both online and offline. Channels such as email and in product focused on a cohort of customers can be leveraged to support retention efforts or expand customer accounts.

Resources both people, tech tools, and budget would be changed if there was a move from a traditional sales-led motion to product-led. More emphasis will be on tools and automation. Investments to turn the website and product experience to a truly self service type interaction would be heavily focused on.