Demand Generation Subteams

Customer evidence works best when it is used at the right moment in the buying process. A case study on its own is helpful, but the real value comes from matching the rig...

I would start by reverse engineering the revenue target. If you know the bookings target, average deal size, win rate, and sales cycle, you can estimate how much pipeline...

I would start by separating enterprise and commercial because the economics are usually very different. Enterprise programs often have higher upfront costs and longer sal...

With enterprise programs, I think you have to be realistic about what you can actually prove. You usually do not have the volume or short sales cycles needed for perfectl...

The first step is not picking a tactic, but rather understanding why the opportunity is stalled. I typically start by working directly with the internal champion and the ...

I think the best dashboards do two things: they tell a consistent story, and they make that story defensible. CROs and CFOs do not just want activity reporting. They want...

For sponsorships, I generally evaluate around the below criteria:Attendees: I request the past attendee lists to match against our target contacts and accounts. I can use...

Depending on whether you are SLG/PLG and the size of the organization, you may not need this level of distinction/specialization. When I think about these different funct...

I’ve always adhered to a simple yet powerful principle when it comes to crafting effective CTAs: Do NOT make CTAs sound like work. It may seem straightforward, but it’s s...

Depending on the size and stage of the company, those rules will be different. What everyone usually forgets regardless of the company, is that all three teams have to sy...

When it comes to demand generation, there truly isn’t a one-size-fits-all “most effective” channel. The right mix depends on various factors—the company, audience, indust...

Lately, I kid you not I've been asking ChatGPT for suggestions. I found a GREAT prompt via The AI Journal (https://aijourn.com/) that has been super helpful (I put it be...

Balancing between paid and organic requires a nuanced understanding of their differing timelines, impact, and investment. Paid campaigns deliver immediate results, provid...

Aligning digital marketing to the sales funnel stages is essential for driving growth and ensuring that marketing efforts effectively support revenue generation. It start...

I wish I had a magic wand for you here. Honestly, I voraciously consume content to stay on top of trends and tech. You might be surprised just how much is out there and a...

Engagement in digital content is first and foremost about making that content valuable to your audience. You also have to understand who the audience of that content is a...

When determining whether an integrated approach is the best campaign strategy for your org, I recommend considering the following aside from the standard factors such as ...

I wouldn’t say it surprised me, but I am a big believer in combining SEO with other channels. It has a compounding impact. I typically like to experiment with this from t...

It is important to recognize that the B2B buying cycle is not linear. Various buyers can be in different stages of the buying cycle and the best way to address this is to...

Some examples of factors I would take into consideration when different tactics go live are: Measurement. How will you measure each tactic? Can the performance of one ta...

The key ingredients of a successful campaign launch are below. This is focused on what's within your control to ensure it is full proof. Tracking. Do you have event trac...

The visual design and messaging is integral because it taps into emotion. You want people to feel the emotion from the story you are telling from the words you use throug...

Here are the four most important parameters that determine your Channel strategy when designing an Integrated Campaign.  1. Who? - Audience Are you talking to develope...

This is where using Account Based Marketing and Demand Unit Waterfall (DUW) comes into play, especially for B2B Mid-market and Enterprise segments. Integrating a solution...

This may be an unpopular opinion, but I don’t believe there is one set way in which tactics should go live and end. I prefer to tailor this based on the mix of tactics, s...

The strategy will differ by the tools, tracking, and performance reporting you’ll use. Since the desired impact differs (revenue versus awareness), the tactics too will t...

From my perspective, it's not about the amount of tactics but rather how impactful the channel is based on your goals. More channels does not mean better results. Rather ...

I recommend thinking about demand generation as having a toolbox. Depending on the goal, you will select the appropriate tactics. Here is how this impacts the areas outli...

Some channel combinations I have tried that unexpectedly underperformed include taking a mature program such as Google Ads or SEO and combining it with an experimental pl...

For a campaign that is truly integrated, I recommend thinking of this from the perspective of no matter what touch point you have with the user, it will make sense for th...