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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.

Emily Chisholm

Seso Inc. Head of Demand Generation • 4mo

The demand creation that gets talked about a lot is highly orchestrated campaigns, but that's not the only way to build awareness and create demand. A lot of demand creat...

1,712 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?

Erika Barbosa

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

Whether or not a 3rd-party agency will make sense for your business is truly dependent on your own scenario. I recommend considering your budget and resources to determin...

948 Views

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

Brian Laker

Braze Senior Director, Global Industry Marketing • 7mo

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...

419 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...

484 Views

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

Brian Laker

Braze Senior Director, Global Industry Marketing • 7mo

For me, it always starts with understanding how that audience actually behaves, not how we wish they behaved. Every industry has its own rhythm, its own buying culture, a...

492 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...

653 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...

1,676 Views

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

Erika Barbosa

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

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...

632 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?

Erika Barbosa

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

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...

509 Views

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

Laura Lewis

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

This is the million dollar question! Many organizations often forget that these are two different things and focus too heavily on demand capture (think, search ads drivin...

458 Views

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

Erika Barbosa

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

This won't work for every B2B brand, but offline channels can absolutely function as complementary to digital tactics. Consider where your audience prefers to consume the...

262 Views

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

Erika Barbosa

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

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...

391 Views

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

Sam Clarke

Second Nature VP of Marketing • 2y

I would prioritize paid search and co-marketing. Here's why:While paid search can get very expensive, you can learn a lot from this channel that can then help you optimiz...

1,103 Views

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

Sam Clarke

Second Nature VP of Marketing • 2y

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...

688 Views

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

Mindy Servello

Calendly Head of Demand Generation | Formerly Ping Identity, Calendly • 2y

When creating a GTM strategy for a SLG company, demand generation should be pulling in sales, marketing leadership, solution marketing, content marketing and potentially ...

739 Views

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?

Erika Barbosa

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

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 b...

424 Views

How do you plan for and set channel specific goals?

Erika Barbosa

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

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...

338 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?

Erika Barbosa

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

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 i...

296 Views

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

Keara Cho

Salesforce Sr. Director, Field Marketing • 3y

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 an...

4,272 Views

Demand Gen Programs · Channel Mix