For a lean startup with limited resources (1-2 marketers), but healthy budgets. How would you approach demand gen strategy and effectively develop campaigns that move the needle? What are the big questions to ask yourself?

I'd think about how you can leverage agency and contractor resources to get more out of your small team. Then I'd also look at the maturity of the marketing program: Do you have a decent database of leads, and the goal is activating that database and driving MQLs and SQLs? If so, you should probably lean into marketing automation, engagement programs, email + lifecycle programs, and BDR enablement. Do you have no database to speak of? Then you want to spend time and dollars on ensuring you have ...Read More

The best questions you can ask yourself as a marketer are always:  who is my target audience? what do they care about? where do they spend time? Make sure you have a dedicated sales development representative to follow up on leads. You can have some excellent marketing but if the leads don’t get followed up with, what’s the point? Build programs that provide a steady drumbeat that can act as an always-on “net” to attract and convert traffic to your site and also serve as offers you can promote i ...Read More

There are a few things that come to mind for me me when you're in early stages Defining your target audience (ICP and personas) and understanding the size of that audience (your TAM) will help you understand how much you want to lean into scaled tactics Where does your target audience live? you might need to test to figure this out if it's not clear from your Capacity of your sales team to pick up volume is also related to this. How much is quality vs quantity important? Early on I think startin ...Read More

I’m going to approach this question from a product-led growth (PLG) perspective. My recommendation would be different based on the go-to-market motion hence the PLG lens. Happy to answer this from a different scenario as well. I would start with big questions such as: Do we have product market fit (PMF)? What is our ideal customer profile (ICP)? What problems are our customers trying to solve? What does `value` look like from a customer’s perspective? What does the customer journey look like? Wh ...Read More

When resources are tight, every decision has to be the optimized and prioritization goes to those activities most likely to get your prospective buyer to find you. Understand who is most likely to buy from you RIGHT now. Focus on that segment. Spreading activity or budget too thin because you COULD serve all verticals will only mean that you will miss out on those most likely to become your customers. Keep your positioning narrow. Win in that segment and then build from there. Listen to recorded ...Read More