What are the pillars of your demand-generation strategy? Key channels and approaches? How to you align the different stakeholders in these processes?

I am focused on B2B marketing to create, drive and capture demand with the end goal of creating a pipeline for sales teams (well, ultimately to acquire customers!). From my perspective, the pillars that feed into the strategy for driving pipeline include: Knowing our target audience Creating compelling narratives, value propositions, and messaging Developing best in class point of view content to educate the market while establishing our brand as trusted thought leader in the space Integrated ca ...Read More

The audience I target are primarily Fortune 500 C-Suite. In this case, we take an account first approach and weigh events more heavily than digital in our marketing plans. For integrated marketing plans, bringing in the functional experts to inform the strategy from the start is critical. Generally I recommend having a clearly articulated goal/vision with clearly articulated outcomes of success. Then opening the space for ideation to build the strategy jointly helps create the initial alignment ...Read More

I view demand generation activities in 2 main pillars. First is the scaled digital marketing programs that are generally always on and run to drive top of funnel engagement and acquire contacts to provide long term pipeline generation possibility. The second pillar is the short term programs, designed to deliver engaged contacts and pipeline (B2B) to sales or drive sales/sign ups directly (B2C/PLG). Depending on the short term and long term goals of the company I'll build my strategy with a mix ...Read More

What are the pillars of your demand-generation strategy? The foundation of a demand generation strategy starts with tracking, measurement and reporting. You need to have a deep understanding of your ICP (ideal customer profile). Before you can select the channels to target your ICP, you first have to empathize with where they are coming from. Where does your target audience hang out? How do they prefer to consume information? What are their pain points? Once you have an understanding of your ICP ...Read More