Are there specific channels you would consider fundamental to a successful Demand Generation strategy?

The one channel I would say is fundamental is SEO. Aside from SEO, there are too many variables to classify a channel as fundamental (e.g., business objectives, budgets, etc.). From my experience, it's imperative to have a testing mindset for demand generation. If you view demand gen from that lens, you too would agree that it is more impactful to test channels based on your goals and the problems you are solving for your customers. This will then illustrate what channels are more impactful for ...Read More

When creating a go-to-market strategy, first follow the data to nail down the bread-and-butter channels that produce the results needed. From there, back out of your goals (ex: ARR through leads) to understand how much investment (whether time or money) you need to make in order to hit your goals with those alone. The second bucket is experimentation! While knowing your mature channels that have been optimized to generate ARR is important - diversification is just as vital. You never know when a ...Read More

This is a great question - however, there's no one-single channel - maybe other than your website - that is critical towards the success of a demand gen strategy. Each campaign and audience is different - sometimes Facebook is a cash cow, sometimes it's a waste of money. Same with LinkedIn. Paid Search is generally effective, but can also be expensive depending on your budget and goals. At the end of the day, there are only so many levers to pull - however, the one that should be consistent in a ...Read More

Specifically focusing on “foundational” channels, I would recommend three: SEO, email, and CRO. Depending on the business, there may be adjustments to this, but the channels I outlined below are applicable across the board. Search engine optimization (SEO). Your SEO strategy is for playing the long game. You may be able to gain some quick wins depending on where your website is from an organic perspective, but it’s an investment in future wins. Produce content that adds value and is written for ...Read More