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How can you balance creating demand vs. capturing demand when management doesn't understand the importance of creating demand?

We often have to shift budget, time, and resources into only BOFU campaigns in order to hit our MQL targets, which hurts our ability to create demand in the long run.

Camila Cook

8x8 Vice President, Global Demand Generation • 5mo

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

708 Views

How do you measure success with 3rd party demand-generation agencies? What is your experience and did you have any success in driving demand gen through 3rd party agencies?

Laura Lewis

Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 3y

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...

1,809 Views

How do you present the success of email strategies to the stakeholders?

Nash Haywood

Armis Senior Director, Growth | Formerly Cloudflare, Gong, Genesys • 3y

Email is a great channel to drive marketing conversions. Email should be focused on it's ability to drive a specific outcome (event attendance, webinar signups).

163 Views

Can you provide examples of successful B2B companies that have effectively used a multi-channel approach in their marketing mix?

What made their strategies stand out?

Brian Laker

Braze Senior Director, Global Industry Marketing • 7mo

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...

486 Views

How do you determine the right mix of channels for a given audience or industry?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 1y

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 ...

449 Views

What factors should I consider when deciding between inbound and outbound channels?

Brian Laker

Braze Senior Director, Global Industry Marketing • 7mo

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...

516 Views

What key metrics do you track to evaluate channel performance?

Brian Laker

Braze Senior Director, Global Industry Marketing • 7mo

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...

655 Views

What are the best practices for integrating online and offline channels?

Brian Laker

Braze Senior Director, Global Industry Marketing • 7mo

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...

1,677 Views

What are your top performing email strategies you’ve used historically?

Erika Barbosa

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

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...

536 Views

What’s the best way to attribute pipeline and revenue across different channels?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 1y

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...

406 Views

What are common mistakes companies make when implementing a multi-channel approach?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 1y

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....

378 Views

How do you ensure alignment between marketing and sales when running multi-channel campaigns?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 1y

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 ...

394 Views

How do you incorporate emerging trends (e.g., AI, new social platforms) into your channel mix?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 1y

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 ...

477 Views

How do you use A/B testing to refine channel mix decisions?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 1y

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

432 Views

How can product-led companies determine the most effective channel mix for B2B marketing campaigns? How does that differ from a sales-led company?

Laura Lewis

Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 1y

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...

495 Views

How do you balance demand generation goals (lead generation) with account-based marketing strategies that are focused on engaging ideal fit accounts?

Nash Haywood

Armis Senior Director, Growth | Formerly Cloudflare, Gong, Genesys • 3y

I've found that using a double-funnel approach to be one of the best ways to balance -- it helps align your team on goals, outcomes and other critical components to grow...

2,453 Views

How do you maximize channel performance between demand generation and demand capture strategies?

Nash Haywood

Armis Senior Director, Growth | Formerly Cloudflare, Gong, Genesys • 3y

Generally, adding as much spend to the lower portion of the marketing funnel (aka demand capture) will typically result in high ROI on paper but sacrifices the upside eff...

1,410 Views

How should B2B brands work offline channels like direct mail and out-of-home into their channel mix?

Laura Lewis

Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 1y

Direct mail is often forgotten but can have a major impact. One thing to keep in mind is that direct mail is expensive and higher-touch, meaning it reaches less people fo...

446 Views

What are the best ways to support a Product Led approach to demand generation - are there certain channels you think we should explore?

Moon Kang 🚀

Showpad Director, Growth Marketing | Formerly a child • 3y

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...

536 Views

Which channels should they prioritize in their marketing mix to maximize their impact?

Laura Lewis

Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 1y

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...

474 Views

How can B2B marketers leverage online review platforms or third-party directories as as part of an effective digital channel mix?

Laura Lewis

Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 1y

There are so many review platforms out there: G2, SoftwareAdvice, Gartner Peer Insights, TrustRadius, and more. B2B Marketers should ensure that profiles are created on t...

493 Views

What internal and external stakeholders do you involve in your strategy development?

Camila Cook

8x8 Vice President, Global Demand Generation • 3y

When creating GTM strategies we have to make sure we are aligned with multiple stakeholders within the organization. From a demand gen standpoint, the main stakeholders a...

What are some new cutting edge tools to consider buying?

Erika Barbosa

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

This depends on what “cutting edge” means to you. From my perspective, and I'm going to leave AI out of the conversation right now, I recommend focusing your tooling in 2...

243 Views

When you work at an organization whose buyers are not present on many digital channels, what do you typically explore to reach them?

Sam Clarke

Second Nature VP of Marketing • 2y

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...

655 Views

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?

Moon Kang 🚀

Showpad Director, Growth Marketing | Formerly a child • 3y

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...

712 Views

How do you plan for and set channel specific goals?

Nash Haywood

Armis Senior Director, Growth | Formerly Cloudflare, Gong, Genesys • 3y

Planning for and setting channel-specific goals in B2B is complex due to most channels being used at multiple stages of the funnel, creating a complexity in planning how ...

1,609 Views

What role does competitor research play in a product-led approach vs. any other approach?

Moon Kang 🚀

Showpad Director, Growth Marketing | Formerly a child • 3y

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...

1,178 Views

What are some challenges that commonly arise over the course of your first 30/60/90 days and how do you prepare yourself and your team to supersede these challenges?

Moon Kang 🚀

Showpad Director, Growth Marketing | Formerly a child • 3y

Some of the biggest challenges are broad, anecdotal feedback from sales & marketing that nothing ever works. I think it's important to remain objective and quantitati...

1,230 Views

When orienting yourself as a new leader in an organization, how do you ensure that you get an accurate picture of past strategies?

Moon Kang 🚀

Showpad Director, Growth Marketing | Formerly a child • 3y

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...

1,219 Views

Are there specific channels you think are a foundation to a Demand Generation strategy?

Erika Barbosa

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

Specifically focusing on “foundational” channels, I would recommend three: SEO, email, and CRO. Depending on the business, there may be adjustments to this, but the chann...

556 Views

Demand Gen Programs