AMA: Wistia Director of Acquisition, Sam Clarke on Demand Generation 30 / 60 / 90 Day Plan

The most effective way to scale a demand generation team after hire #1#1 is by partnering with freelancers and/or agencies.  When you first join a company, understand its best and worst-performing channels. Then, compare that performance to your competitors. If your competitors are all benefiting from channels you are underperforming in, those are the areas to experiment in.  First, I will run a pilot test in each one of those channels myself. Then, whichever channels show promise, I will look f ...Read More

As a Demand Gen Marketer, you need to make sure that your 30/60/90 day plan is skewed towards learning about the company/space. The more time you can devote to understanding the business/space/customer, the better you'll be at your job in the long run. That said, I do sprinkle these "quick wins" into my 30/60/90 plan to ensure I'm moving performance in the right direction. I find the campaigns below to be low-effort yet impactful. Run an a/b test on your website's pricing page. Chances are this ...Read More

Your first month should be 80% focused on learning the business and 20% focused on finalizing your 30/60/90 plan. For the remaining two months of the quarter, you should be 40% focused on continuing to learn the business and 60% focused on executing your plan. In the first 3 months...  Schedule one-on-ones with every team member you will interact with weekly.  Map out your existing funnel by taking the steps a prospect would. Make sure you complete every funnel step yourself, from landing on you ...Read More

If you are the first demand generation hire at a company, chances are you are going to need to advocate for some immediate changes to your funnel. They probably hired a demand generator because something needs to be addressed. However, question everything and confirm what needs to be addressed yourself. Start by mapping out the funnel in detail. Figure out every entrance into your website and then map out each following step. In addition to the mapping, record the conversion rates for each one o ...Read More

Scheduling one-on-ones with your new colleagues is one of the first steps to tackle in your 30/60/90 day plan. In fact, those conversations should influence what makes it into your final draft. You should lean on the team that has seen it firsthand versus thinking you have all the answers. When I first join a company, I make sure that I schedule meetings with at least one representative from sales, customer success, finance, business intelligence, product, and engineering. I also ask these very ...Read More