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Demand Generation Career Path

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?

3 Answers

Erika Barbosa

Observable Head of Growth Marketing • July 16

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 determine if hiring an agency would be more sensible than recruiting talent in-house. To measure success, you first need to start with......Read More

373 Views

When you hear out of home advertising what do you think?

3 Answers

Eric Martin

Stack Overflow Vice President, Demand Generation • September 7

Billboards, just like most people in the industry I'd imagine. I love OOH because good OOH is fun and creative. But it's an investment you really don't need until you truly need to invest in your brand to establish/maintain a leadership position or differentiate from the competition. I look forwa......Read More

718 Views

What's the most effective way to scale a Demand Generation team beyond the first Demand Generation manager?

8 Answers

Monica Myers

Lattice Director of Demand Generation • August 24

My number one tip when building or scaling a Demand Gen function and team is to ensure that there is a clear path to measureable outcomes and impact across the DG team. While understanding impact and building a sense of accountability is important for all marketing functions, it's critical for De......Read More

1827 Views

How do you measure your own success in your role? How much have those performance indicators evolved as you grew within your role?

5 Answers

Abhishek GP

Freshworks Senior Director - Global Demand Generation • July 27

My role evolved as the organization grew from $100 mil ARR to ~4X the size today. In earlier days, our GTM motion was primarily PLG. I was measured on Qualified Traffic as a leading KPI, and Trial volume and Sales CVR% as the lag KPIs. Today, we have a twin GTM engine - PLG & Direct Sales model. ......Read More

961 Views

What's your framework to prioritizing needs/deliverables when you're the first demand generation manager at a company establishing the function?

6 Answers

Erika Barbosa

Observable Head of Growth Marketing • December 21

In order to prioritize needs/deliverables you first have to understand the associated goal(s). Based on this, you can work backwards to better understand what will drive the desired outcome. It’s easy to quickly become overwhelmed as the one demand generation manager. Prioritization is key. As......Read More

741 Views

What questions should you ask during your one-on-ones with your cross-functional teams during your first month at the company?

6 Answers

Erika Barbosa

Observable Head of Growth Marketing • December 21

During your one-on-ones with your cross-functional teams, you want to get a solid understanding of who to go to for what. I also recommend getting to know folks on an individual level - you are going to be spending a lot of time together! Here are 7 example questions that will vary depending o......Read More

419 Views

What's your best demand generation 30-60-90 day plan to make a big impact at a new company?

3 Answers

Erika Barbosa

Observable Head of Growth Marketing • December 21

I recommend structuring a 30-60-90 day plan with clear timelines and goals. This will look different at an established org versus a start-up. This may also look different depending on the full scope of the role. That being said, let’s dive in: * 30 days: The first 30 days are about getting to k......Read More

620 Views

What's a good way to think about, contextualize, and approach a 30/60/90 plan if you've never done one before, when you're new to demand generation?

2 Answers

Erika Barbosa

Observable Head of Growth Marketing • December 21

I recommend thinking about the 30/60/90 plan as your roadmap or blueprint for success in your first 90 days. You are building a meaningful and purposeful plan to execute with measurable outcomes. This is your opportunity to demonstrate how you will fill the gap that you were hired for. This may m......Read More

520 Views

Virtual vs Live Events, What is currently working well/not well for you and what are your plans going forward?

4 Answers

Erika Barbosa

Observable Head of Growth Marketing • May 14

Both virtual and live events have their own advantages and disadvantages. While I believe that live events will always be favored due to the level of connection and engagement they provide, there is still a place for virtual events as well. That being said, virtual events can offer better ROI due......Read More

966 Views

What hard skills are must haves to be a demand generation leader? What are nice to haves?

2 Answers

Katie Jane Parkes

Nexus Communications VP of Creative • April 27

Here are the skills I think you need to be a great demand generation leader: * Deep understanding of the sales process * Ability to connect sales and marketing * Email marketing * Google Analytics * SEO * Systems: Salesforce, Marketo, Hubspot, etc. * Knowledge of ABM programs * Un......Read More

701 Views

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