Before going into strategy setting, it’s important to align and joint plan with
your fellow counterparts in sales, business, product, analytics, operations, PR,
and other marketing functions, etc. to
Channel Mix
2 answers
Head of Growth Marketing at Observable | Formerly Issuu, OpenText, Webroot • December 23
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 external stakeholders who are
3 answers
Sr. Director, Demand Generation at Salesforce • August 16
This question is very similar to the one titled: Are there specific channels you
think are a foundation to a Demand Generation strategy? Short answer is focus on
your website and email channel first.
Head of Digital Demand Generation & ABM at Front | Formerly a child • December 7
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 your customers will understand
Head of Growth Marketing at Observable | Formerly Issuu, OpenText, Webroot • March 7
A product-led approach is all about meeting your customers where they are. The
goal is to accelerate time-to-value and help customers form valuable habits.
When you think about meeting customers where
2 answers
Head of Digital Demand Generation & ABM at Front | Formerly a child • December 7
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 strategy -- it's necessary for a
Head of Growth Marketing at Observable | Formerly Issuu, OpenText, Webroot • February 26
Competitor research is critical in both product-led and all other go-to-market
motions. It isn’t specific to solely product-led growth (PLG). Especially in
today’s market, you need to deeply understan
2 answers
Head of Digital Demand Generation & ABM at Front | Formerly a child • December 7
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 quantitative and share how things actual
Head of Growth Marketing at Observable | Formerly Issuu, OpenText, Webroot • February 25
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. Oftentimes there is a false sens
2 answers
Head of Digital Demand Generation & ABM at Front | Formerly a child • December 7
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 Salesforce. I will always go to the s
Head of Growth Marketing at Observable | Formerly Issuu, OpenText, Webroot • December 22
As a new leader at an organization, I recommend reviewing as many of the items
below as possible. The more the better so that you can have the full picture.
Even better if you can get a few different
3 answers
Sr. Director, Demand Generation at Salesforce • August 16
Everything starts with a great organic strategy and an SEO friendly website.
When I ran demand gen at a very small company, the sales team was just starting
to ramp up and I didn’t have a budget so we
Head of Digital Demand Generation & ABM at Front | Formerly a child • December 7
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 the capabilities to target the R
Head of Growth Marketing at Observable | Formerly Issuu, OpenText, Webroot • December 17
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 channels I outlined below are appli
1 answer
Head of Digital Demand Generation & ABM at Front | Formerly a child • December 7
IMO -- we are tapped out in "cutting edge" tools in 2023. There are no
cutting-edge tools that would replace good strategy. It doesn't matter how easy
your tool makes sending physical gifts to prospec
2 answers
Sr. Director, Demand Generation at Salesforce • August 16
Here's a quick laundry list of things to consider without diving into your
business model and marketing plans. 1. Partnerships: Do you have partners you
can work with to integrate a call-to-action? F
Head of Digital Demand Generation & ABM at Front | Formerly a child • December 7
Great question -- I like to rely on our product marketing team to help me
understand where my audience hangs out. If it's events, I work with field
marketing to identify the best places our current cu
2 answers
Sr. Director, Demand Generation at Salesforce • August 16
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
Head of Digital Demand Generation & ABM at Front | Formerly a child • December 7
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,
2 answers
Sr. Director, Demand Generation at Salesforce • August 16
The key to a successful marketing campaign is segmenting your target
audience correctly and being customer-obsessed. But your job is not just to
drive people to websites and have them fill out a form
Head of Digital Demand Generation & ABM at Front | Formerly a child • December 7
I can share two particularly successful campaigns. One is a bit boring and
obvious and the other was an interesting and fun one for me. 1. The boring one:
It was a product launch for a consumer elec