When do you include both net-new campaigns and expansion/upsell campaigns in a demand generation strategy?

There are three scenarios I can think of here:  New product launch  Thought leadership campaigns Campaigns with the theme of Business / Technology / Industry Trends  In all of the above scenarios, it is important to target both new business and existing customers for your campaign. In case of a new product launch, you would execute a full-funnel integrated campaign with content such as analyst reports (ToFu), best practice webinar (MoFu), video demos (BoFu) and promote it across digital channels ...Read More

From a messaging standpoint I don't think there would be too much variation between a net-new vs. expansion/upsell as you're attempting do educate both prospects and customers how your solution can help them solve a problem they are facing. So the determining factor is is the company objective of landing new customers or expanding/upselling existing customers. It seems likely that both are a priority for the company so determining which has the most likely chance of success or will bring in bett ...Read More

Account-based marketing programs are a great place to start straddling the line of new biz + expansion as a marketing organization. Most marketing and demand teams have more mature motions against driving new logo. Account based marketing is a long game, but you can get some early wins and indicators of success by adding in some expansion/upsell accounts into your account-based motions. For example, we developed an account-based marketing list that was 50/50 new business vs. expansion and we ini ...Read More

I start by identifying the audiences that will drive revenue and then work with sales to understand where the greatest need / where Marketing can make the biggest impact. I'm a firm believer that there's no "one-size-fits-all" demand strategy, which means you may have a particular audience (e.g., prospects) that require more of a full-on support - multi-channel - approach from marketing, whereas for upsell it could be more sales-led with some messaging support from Marketing. Long story short - ...Read More

This truly depends on business goals. I typically have seen business goals broken out by both net new business and expansion. I consider weight of the ARR/pipeline goals per motion when planning out my team's time, strategy and budget, but it isn't the only factor to consider. There are so many areas outside of demand generation and marketing that can drive expansion - customer success, sales, etc. - so it can be more organic. That said, if expansion is a huge business priority, I have also had ...Read More

When to include net-new campaigns and expansion/upsell campaigns is largely dependent on what stage your organization is in.  Net-new campaigns: I tend to view this from the lens of proven channels and experimental. I recommend carving out a portion of your budget to support net-new campaigns separate from experimental. These can be proven tactics such as Google Ads through to experimental platforms. Expansion/upsell: When launching any type of campaign, I’m always thinking of ways to provide mo ...Read More