How do you determine which types of campaigns to include in a Demand Generation strategy?

Typically, most campaigns can fall into one of the two buckets: awareness or performance. We need to create campaigns that have a balance of brand and performance as we can’t have brand work that doesn’t perform and performance work that doesn’t elevate your brand. Your campaign should have brand expertise as well as showcasing your product offerings in solving your customer’s challenges.  Brand campaigns are meant to create demand through inspirational content  Performance campaigns are meant t ...Read More

This is a deceptively difficult question to answer. Simply speaking, assuming you have the data to know the answers to the following, I would use the following factors to determine the mix of channels/tactics to include in a campaign strategy: ROI - what is the return on the investment of a specific channel. In my specific case I look at bookings ROI. If you have a more direct conversion funnel it would mean some other form of a purchase ROI. There is a time component to ROI as well as marketing ...Read More

Determining what types of campaigns/tactics to include in your strategy starts with you understanding every milestone metric in your funnel. What is your acquisition cost? How much does it take to bring a lead in? How much does it take to get a sign up- everything you do need to map back to how much you spend? Having clear answers to these questions will allow you to optimize and get more efficient overtime.  Let's dive into some examples. For example, You might find that facebook drives you a t ...Read More

Test! Build a good case for why you think something would make for a worthwhile test and try it out. Be upfront that it's a test, what your hypothesis is and why, and that it could very well generate nothing. Better to be in a culture of testing than one of accountability to what doesn't matter. You'd be surprised how many ideas you can pull straight from conversations with customers, too. Steal, steal, steal. No one gets prizes for having the best original idea. You win in demand gen by doing w ...Read More

You should determine which types of campaigns to include in a demand generation strategy based on the objectives you are trying to achieve. Think through where your organization currently is in the market. Do you have product market fit? Do you have a household name? You have several different types of tools in your toolbox. I typically see this in three separate groupings: What mix of campaigns do you need to make potential customers aware of the value you offer? What mix of campaigns do you ne ...Read More

Before you start any Demand Generation strategy, step back and ask, what are the company goals? Have they changed? Review your UVP and ICP. Do these still ring true? It's also important to review/audit what has worked well in the past and what has not. Tactics and inform strategy. This can involve conducting internal (ie sales, customer success, and product team) and customer audits and running clearly defined experiments. Analyze results, their strengths and limitations and formulate your deman ...Read More