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How does demand generation differ between a small and large company?

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4 Answers
Establishing a Demand Generation Function
  1. Matt Hummel
    Matt Hummel

    Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 3y

    I've been in both situations, and you really do need the same talent to be successful, it's just how you prioritize and ultimately staff that can be different.  For example, you'll often see at small companies a sole digital marketer driving demand which unfortunately is mostly through top-of-funnel lead gen activities. Of course you can do more full-funnel with digital, but you're missing so much opportunity if that's your only skill set.  In a small company, if you have someone who knows tech ...Read More

    1,226 Views
  2. Abhishek GP
    Abhishek GP

    Atlan VP, Growth • 1y

    Resource Reality Small SaaS: Limited budget means every dollar must work twice as hard Pie-shaped marketers who juggle multiple channels  Large SaaS: Brand feeds into Demand. Demand gen has a tailwind.  Deep pockets fund specialized teams  Can afford to be wrong longer (but often is) Strategy Differences Small SaaS: Narrow ICP focus is a feature, not a bug Depending on your category, product-led growth isn't optional – it's survival A number of one-off marketing 'activities' not fully tied to de ...Read More

    521 Views
  3. Laura Lewis
    Laura Lewis

    Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 1y

    Smaller companies have less budget, and therefore marketers must be scrappier. They need to find ways to build awareness for the company overall, in parallel with supporting short-term revenue targets.

    Larger companies have more budget, and marketers can focus more on channel optimization to drive leads in support of short-term revenue targets. The larger reach of campaigns, thanks to their budget, helps to keep an awareness drumbeat in the market.

    441 Views
  4. Erika Barbosa
    Erika Barbosa

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

    Demand generation differs between small and large companies significantly. There are more differences than similarities. From my experience of working at everything from startups to enterprises and all sizes in between, here are a few highlights of the differences: Budget. This is not always the case, but the larger orgs I’ve worked at have generally had larger budgets. This means more channels and bigger teams. This also means you are more likely to work cross-functionally with procurement, fin ...Read More

    267 Views

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