What are the variables that you take into consideration when making these judgments (audience, product, pipeline goals, etc.) and how does each variable impact the finalized strategy?

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4 Answers

Demand Generation Strategy

Katie Jane Parkes

Apollo.io Director of Social, Community & Customer Marketing | Formerly Shopify • 1y

If we're looking at Customer Marketing strategy, there's a few key variables that can shape where we focus and how we allocate resources: Audience/customer segments: Different personas might have different needs. For example, execs might respond to thought leadership and advocacy programs, but end users will need in-product guidance and education. This segmentation will change your messaging, channels, and content formats. Product complexity & maturity: If the product is hard to use, you'll ...Read More

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Steve Armenti

Google founder @ twelfth ⚡️ data-driven ABM ⚡️ | Formerly Google, DigitalOcean • 2y

One of the biggest variables is do you have product market fit. It's really hard to sell a crappy product to people that don't want it. So before any company should invest in demand generation, they need to take a look in the mirror at their product. Second, they really need to understand the customer and their pain points. Just

411 Views
Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 2y

I will always start with the goal or objective of the strategy. What are we trying to accomplish and what do we need to support this goal? Resources. Do you have enough team members to support the strategy? Do you have a budget earmarked for the project? Audience. How can you segment your audience? What problems are you helping them solve? Competitive landscape. While your competitors should not direct your strategy, I do think it’s important to be informed. Are they getting in front of your cus ...Read More

729 Views
Erika Barbosa

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

I will always start with the goal or objective of the strategy. What are we trying to accomplish and what do we need to support this goal? Resources. Do you have enough team members to support the strategy? Do you have a budget earmarked for the project? Audience. How can you segment your audience? What problems are you helping them solve? Competitive landscape. While your competitors should not direct your strategy, I do think it’s important to be informed. Are they getting in front of your cus ...Read More

739 Views