When you start a new position as a Demand Generation Leader, what are your first 3 steps in identifying the best channels to leverage to drive demand at that company?

Have a beginner's mind.  What worked in the past might not work in your new position (or it may? But you have to test it first before implementing something full blown). The challenges you have faced leading other teams are not going to be the same set of challenges you will face in your new role. I will think about my conversion path and buyer's journey before I even think about what go-to-market channels I need to build or optimize.  Step 1: I would start off by listening to all the functional ...Read More

1. DG team -- it's important for me to take a quick glance at the numbers but more important to get a better, fuller, picture from the team. What in the last 6 months has been going on? What's worked, what's not worked, and very important to me: what did you work on that you enjoyed? 2. Start from the bottom of the funnel: Revenue. Track revenue in SFDC then work my way up the funnel; which channel(s) contributed to this deal? Which keyword(s)? What touchpoints did the champion visit before turn ...Read More

Stepping into a new role as a Demand Gen leader requires a strong  understanding of the core business model, go-to-market strategy and revenue process, first and foremost.  Here are the top 4 things I would focus on (in addition to understanding the business) as quickly as possible: Understand business goals and link them to your initial marketing plan: The first step should be understanding the overall business and marketing goals in terms of leads, signup, opportunities, pipeline, etc. Speak w ...Read More

Here’s what I think are the first three steps in identifying the best channels to drive the right demand: Audit the lead source/channel for every closed-won customer from the past quarter. While other channels might drive more demand, this report will show you the channels that are bringing in the highest quality prospects. You are going to want to invest in these channels first.  Compare your current channel mix to your competitor channel mixes. This might show you key channels that your compan ...Read More

Audit existing channels: What is working, why, and what is not working? Why? Gather data on the performance of each channel, including metrics like conversion rates, cost per lead, and return on investment (ROI). Determine gaps. Understand your UVP and target audience: Gain a deep understanding of the company's UVP and target audience. Speak with customers, and listen to calls to identify the key characteristics, pain points, and channels they use to get information and be informed. Understand y ...Read More

Every business is different, and the optimal approach will vary depending on your go-to-market strategy, target audience, and goals. Nevertheless, these three steps can be universally applied. Step 1: Get a lay of the land. Review your reporting and metrics to determine what has worked and what hasn't. Ask questions to understand why these metrics are important. Step 2: Understand your target audience. To effectively reach your customers, you need to know where they are and what problems they ar ...Read More