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How do you adapt one strategy to garner different types of wins from different campaigns and how do you best set expectations with internal stakeholders about what kinds of results they might see over the life cycle of the demand generation strategy?

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4 Answers
Demand Generation Strategy
  1. Joann Guo
    Joann Guo

    Spotify Associate Director, Growth Marketing • 3y

    The key is having fluid strategy because things are constantly in flux (ie. business priority shift and budget reduction due to macroeconomic conditions). Hence, it’s always important to set clear OKRs (objective & key results) that the team can be accountable for. It’s important to use these as the north star metrics and communicate pacing and progress made across stakeholders and teams. For example, we run always-on performance first paid campaigns. The key metric we use to measure the eff ...Read More

    1,990 Views
  2. Camila Cook
    Camila Cook

    8x8 Vice President, Global Demand Generation • 4mo

    This is where most teams fail.

    Every campaign should declare its primary win type:

    • Awareness lift

    • Buying group expansion

    • Pipeline creation

    • Sales acceleration

    Campaign maturity model:

    • 0–30 days: Engagement & learning

    • 30–90 days: Pipeline signals

    • 90–180 days: Revenue impact

    Expectation-setting framework:

    • Define:

      • What this campaign will not deliver

      • Leading vs lagging indicators

    • Publish a results ladder before launch

    Internally:
    Never promise revenue without first promising behavior change.

    502 Views
  3. Emily Chisholm
    Emily Chisholm

    Seso Head of Demand Generation • 3mo

    This is easiest when you have some historical accounts. Ultimately, the strategy shouldn't be built by your ideas, it should be informed by your customers. If blog posts are great for website visits but do nothing for demo requests over the course of a year, maybe pare back from 4 posts to 1 great one a month. It's hard to argue with data, so when setting expectations, don't give your opinions, just give facts. Take the time to comb through what types of campaigns generate what, and design the c ...Read More

    431 Views
  4. Erika Barbosa
    Erika Barbosa

    Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

    How do you adapt one strategy to garner different types of wins from different campaigns? It all starts with defining what your goals and objectives are. What worked well and what didn’t work well with the campaign? Take the learnings from the campaign and then identify how you can apply those learnings to the new campaigns. This is a smart approach. You don’t have to keep reinventing when something is working well. You can iterate and improve upon it as the strategy should be constantly evolvin ...Read More

    394 Views

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