Demand Gen Programs

This is a language problem, not a strategy problem.Reframe “creating demand” as:Pipeline risk reductionCost-per-opportunity protectionSales efficiency improvementWhat wor...

Unfortunately, I don't have a good answer for this one. I have never actually had success with a 3rd-party demand generation agency! I truly believe this is a role that r...

The biggest lesson I’ve learned is that you cannot walk into an executive conversation talking about open rates or CTR. They might nod politely, but those numbers never t...

A few come to mind that do this exceptionally well. What they have in common is that they treat channels like a connected ecosystem instead of a bunch of isolated plays.O...

The key is understanding where your audience goes for trusted information. There's no single answer, but a few things to consider:Research habits: Do they turn to search ...

A lot of people want a clean rule for inbound versus outbound, but the truth is more situational. The decision usually comes down to three things I have seen across almos...

Every channel comes with its own favorite metrics, and it is really easy to get stuck there. What I learned at Twitter is that channel metrics tell you how the channel is...

Great question, and honestly, one of the biggest gaps I still see in demand gen programs, even at very sophisticated brands. From my time working with some of the world’s...

I'm going to take a slightly different angle on this question compared to some of the more proven approaches, such as onboarding flows and nurture sequences.In my experie...

Attributing pipeline and revenue across different channels can be tricky, but the most effective approach is to use both incrementality testing and Marketing Mix Modeling...

Some of the biggest pitfalls include:Assuming customers move in a straight line. The buyer journey is rarely linear, so don’t expect prospects to follow a perfect funnel....

Alignment isn’t a one-time setup — it’s an ongoing process. A few ways to keep things on track:Agree on definitions. What counts as a qualified lead? When does marketing ...

Staying ahead of trends is critical, but it’s easy to chase every new thing without a clear strategy. Here’s how to approach it:Monitor audience behavior. If your target ...

A/B testing helps optimize performance, but not everything is worth testing. Prioritize high-impact areas like:Messaging & positioning: Which key value props resonate...

By it's very nature, a Product-Led approach usually focuses on offering a free trial of a product that is relatively inexpensive. It focuses on volume and digital interac...

Your demand generation and account-based marketing strategies should complement each other, not compete. If they feel at odds, it’s worth reassessing your goals. Demand g...

You can maximize channel performance by having enough demand to capture. It’s important to be intentional about your strategy to maximize efficiency and growth. Ideally, ...

Offline channels are a good way to standout and diversify your marketing mix. I've found that direct mail is a great way to get started and can be core to an effective an...

PLG all comes down to a frictionless product experience. Many products out there claim to be PLG but without a human sales engineer to customer your experience, none of y...

This is a loaded question! There is no one right answer. Different channels will work for different organizations based on their buyer audience and their message. Here ar...

I incorporate online review sites into my overall organic strategy. Online review sites typically rank very well for non-branded terms in search engines like Google. So w...

For strategy development, I recommend thinking about this similar to a RACI model (responsible, accountable, consulted, and informed). You’ll need to include internal and...

Here at Second Nature, we've been investing a lot in identifying our TAM. We've been able to identify our target accounts through a backlinking audit from a couple of sof...

If you find that volume is sparse in digital channels like organic and paid, here are a couple suggestions:ConferencesYour prospects will always try to be leveling up. If...

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 ...

To plan for and set channel-specific goals, it starts with the 'why.' What is the business outcome you are trying to achieve?Here are the types of questions you should co...

Everything.  Without being able to differentiate your product in the marketplace, what are you besides just noise?  Competitive research isn't specific to PLG or any st...

One of the most common challenges that arise is that you feel like you are “drinking from the firehose”, trying to drive impact, and you still don’t have your footing. Of...

The hope is to be joining a company that's got some good data and documentation hygiene :)  Unfortunately, if this is missing, then the source of truth for me is Salesfo...

Programmatic display.  You cannot GENERATE demand without properly getting in front of folks and visually displaying what you're about. You'd be wasting money without th...