Channel Mix

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

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

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.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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,

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

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