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How do you incorporate experimentation and A/B testing into growth marketing strategies?

Nash Haywood

Armis Senior Director, Growth | Formerly Cloudflare, Gong, Genesys • 2y

Incorporating experimentation and A/B testing into growth marketing strategies is key for driving sustained growth. Without it, marketing results often plateau quickly. H...

2,132 Views

How do you measure and track the success of growth marketing efforts?

Joann Guo

Spotify Associate Director, Growth Marketing • 3y

Let's start by setting clear and specific goals that align with the broader objectives of your business. Think about what you want to achieve, whether it's reaching a cer...

1,673 Views

When breaking into a new target audience what are the first channels you look to develop?

Jennifer King

Snowflake Head of Demand Generation • 1y

When breaking into a new target audience, the very first channels you look to develop aren't about what you use (e.g., social media, email), but how you discover where th...

1,384 Views

What constitutes a great working relationship between growth marketing and product marketing?

Also hi Delaney!

Matt Henderson

Sentry Director of Growth | Formerly JumpCloud • 2mo

Always bring data back to the table to teach PMM what messaging is resonating. You have the answers to their theories. Leverage PMM anytime you need help wth landing page...

569 Views

What is the difference between traditional marketing and growth marketing?

Pamela King

YouTube Marketing Lead for NFL Sunday Ticket on YouTube TV | Formerly Google Cloud • 8mo

Traditional marketing is about getting the word out and generating awareness (1: many). Growth marketing is about generating outcomes and ensuring each user has the right...

546 Views

What are some key components of a successful growth marketing strategy?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 2y

Some key components of a successful growth marketing strategy consist of clear goals and metrics. At the core of growth marketing is the ability for testing, analyzing, a...

1,273 Views

How can one identify the right target audience for growth marketing initiatives?

Pamela King

YouTube Marketing Lead for NFL Sunday Ticket on YouTube TV | Formerly Google Cloud • 8mo

Identifying the right target audience isn’t about casting a broad net to reach as many people, it’s about finding the most responsive one. Growth marketing works best whe...

562 Views

What stages of the funnel are incorporated into an effective growth marketing strategy?

Ravali Dodia

ServiceNow Director, Integrated Marketing Campaign Management • 1y

There are TOFU, MOFU, and BOFU - Top, Middle and Bottom of Funnel TOFU - the goal here is to get people to discover you, and it focuses on awareness and traffic (attract ...

893 Views

What do you do to keep sales and marketing aligned on messaging?

Erika Barbosa

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

The key to this is clear communication. You need to have an ongoing feedback loop between the teams to ensure that you are on the same page. Oftentimes, establishing feed...

771 Views

How much weight do you put on nurture vs. lead capture?

Kanchan Belavadi

Snowflake Director Field Marketing - GCC, India • 2mo

Both strategies are important and part of the overall funnel. Lead capture is part of the top of the funnel and the art+science of nurturing those leads helps to convert ...

376 Views

What qualities or skill sets are needed to become a successful growth marketer?

Keara Cho

Salesforce Sr. Director, Field Marketing • 8mo

If you're looking to crush it as a Growth Marketer, it's less about having a title and more about how you think and operate. I've broken down the three traits that separa...

774 Views

How do you determine which types of campaigns to include in a Demand Generation strategy?

Bhavisha Oza

Gong Performance Marketing Lead | Formerly Genesys, Instapage, Red Hat • 3y

A demand gen strategy should be a mix of campaigns tied to funnel stages. Content must be created to align with each of these stages Brand Awareness Top of Funnel campa...

1,274 Views

What is the difference between demand generation and growth marketing?

Ami Denman

Chime Sr. Director: Lifecycle & CRM | Formerly Atlassian, Walmart, Popchips, PlayStation • 10mo

Demand gen is about driving leads to sales while growth marketing is about the entire customer journey from acquisition to purchase and often with a lot of experimentation

815 Views

How do you adapt one strategy to garner different types of wins from different campaigns and how do you best set expectations with internal stakeholders about what kinds of results they might see over the life cycle of the demand generation strategy?

Camila Cook

8x8 Vice President, Global Demand Generation • 5mo

This is where most teams fail.Every campaign should declare its primary win type:Awareness liftBuying group expansionPipeline creationSales accelerationCampaign maturity ...

512 Views

What factors do you assess in order to properly prioritize the timing of and budget allocated to different campaigns within a strategy (for example, launching an Account Based Marketing campaign versus a brand awareness campaign)?

Kanchan Belavadi

Snowflake Director Field Marketing - GCC, India • 1y

The key factor that influences where marketing budget should be allocated is Business Objectives. Is the company more focused on new logo acquisition or expanding its foo...

601 Views

In a world filled with generic tips and tricks, what is one of your go-to fundamental strategies for SaaS demand gen.

Two sided marketplace SaaS: Clients (Paid) and Members (Free)

Emily Chisholm

Seso Inc. Head of Demand Generation • 4mo

In my experience, it's thought leadership. Importantly: GREAT thought leadership. Give away your special sauce. Be so transparent about your expertise that you give away ...

686 Views

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.

Camila Cook

8x8 Vice President, Global Demand Generation • 5mo

This is a language problem, not a strategy problem.Reframe “creating demand” as:Pipeline risk reductionCost-per-opportunity protectionSales efficiency improvementWhat wor...

708 Views

Can you provide a good example of how messaging evolves as a customer moves through the funnel?

Moon Kang 🚀

Showpad Director, Growth Marketing | Formerly a child • 5mo

Messaging should evolve to reduce uncertainty at each stage, not just add detail.Top of funnel answers why this problem matters now.You name the problem, put language to ...

372 Views

How do you recommend companies adjust their KPIs as they move to an ABM-centric marketing approach?

Sheridan Gaenger

Salesforce Senior Director of Field Marketing, Platform • 2y

In any strategy, it's not just about how much you measure but also what you’re measure and why. It's about setting the barometer for what success looks like and how KPIs ...

1,776 Views

How would you define the difference between metrics, analytics, and insights in the context of Account Based Marketing strategy?

Krista Muir

Snowflake Senior Manager, Streamlit Developer Marketing | Formerly Sentry, Udemy for Business, Demandbase • 3y

Metrics are the data points you are measuring the success of the campaign around (either leading or lagging indicators). This can be # of meetings from your account list...

6,443 Views

Which KPIs are key to determining if an ABM campaign is successful?

Moon Kang 🚀

Showpad Director, Growth Marketing | Formerly a child • 5mo

Account coverage and penetration.How many target accounts are actually being reached, and how deep into the buying commitee we are getting.Account engagement quality.Repe...

360 Views

In your experience, who are the most critical internal partners during the course of creating an Account Based Marketing strategy?

Angela Shori

eQ8 Head of Marketing | Formerly Vyopta • 2y

Account Based Marketing strategy is a joint endeavor between sales and marketing leadership. In order to be successful, you should ensure:Strong alignment between sales a...

184 Views

How do you update stakeholders with information that helps them efficiently communicate the importance of your Account Based Marketing strategy to their own teams?

Mindy Servello

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

Since ABM extends beyond marketing, it is very important that stakeholders are equipped to share information about the motion to their own teams. How you approach this ca...

1,207 Views

How do you define ABM?

Moon Kang 🚀

Showpad Director, Growth Marketing | Formerly a child • 5mo

ABM is a go to market operating model, not a campaign.ABM is the operating model of focusing market, sales, field efforts on a defined set of high-value accounts and coor...

418 Views

What are indicators of knowing ABM is successful to scale?

Matt Hummel

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 8mo

Like most programs, you should scale ABM when the results are repeatable, not just positive. In other words, I look for consistent progression across multiple accounts - ...

512 Views

What are specific tactics that a budget is associated with for your role in account based marketing?

Think of 80/20

Moon Kang 🚀

Showpad Director, Growth Marketing | Formerly a child • 5mo

In ABM, i've separate fixed-cost tactics from variable-cost tactics and only actively manage budget against the variable ones.Direct mail and gifting are mostly fixed. Co...

492 Views

How can a demand gen leader improve content strategy and engagement for email marketing? I'm looking to leverage email as a channel but have very low open/ engagement rates for our current email newsletters.

Parth Mahajan

OpenLoop Sr. Marketing Manager - Demand Generation • 5mo

If open and engagement rates are low, I’d stop treating email like a newsletter and start using it as a diagnostic channel. Email gives very clear signals, but only if yo...

166 Views

What's one "best practice" you think Demand Gen teams around the world should STOP doing in 2026?

Tried-and-true strategies are dying every day with a quickly evolving acquisition landscape. What's the next tactic/channel/program/behavior/or strategy everyone is still doing and should be put to rest?

Camila Cook

8x8 Vice President, Global Demand Generation • 5mo

Demand generation teams must stop treating MQL volume as the only proxy for success. The obsession with hitting arbitrary lead targets has trained organizations to optimi...

421 Views

What recommendations do you make in order to assure the continued success of your strategies?

Matt Hummel

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 2y

It somewhat depends on the specific strategy, but in general there are two things to look at:Inspect regularly: bear in mind, some things take time to materialize, so kno...

541 Views

What role do customer and partner testimonials play in a demand generation campaign’s content strategy?

Camila Cook

8x8 Vice President, Global Demand Generation • 5mo

Testimonials are trust accelerators, not just social proof.Best use cases:Mid-funnel (evaluation stage)Objection handlingSales enablementEnterprise deals with long cycles...

424 Views

What are some typical indicators that website optimization should be a priority in your digital marketing strategy?

Fanette Jobard

Adyen Senior Marketing Manager | Formerly JFrog, Algolia, Docker • 1y

Website optimization is an ongoing process—a continuous refinement. There's always room for improvement in your KPIs. However, certain red flags signal immediate attentio...

667 Views

What are your top channels when it comes to inbound demand generation? Where do you invest first when you need to drive more top of funnel volume?

Camila Cook

8x8 Vice President, Global Demand Generation • 5mo

If I need top-of-funnel fast, here’s the order I invest:High-intent content + SEOProblem-led, not product-ledPaid social (LinkedIn first)Target buying groups, not job tit...

473 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?

Kanchan Belavadi

Snowflake Director Field Marketing - GCC, India • 1y

What are you driving with your demand generation agency?Form fills for whitepapers, other assetsRegistrationsAttendance at webinars, eventsImpressions, clicks on postsWeb...

569 Views

What are best practices for when employing Account Based Marketing?

Matt Hummel

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 8mo

From my experience, the best practices for employing ABM are to align on the few things that matter the most and be disciplined with follow-up. Overall, the mechanics are...

445 Views

How are you best determining ROI for ABM campaigns?

Matt Hummel

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 8mo

I determine ROI in a few ways, but primarily by pipeline and revenue impact. Engagement metrics are great leading indicators, but only if they move deals to close. Primar...

462 Views

How would you define your current ABM strategy?

Matt Hummel

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 8mo

My current ABM strategy is a tiered model (1:1, 1:few, 1:many) that prioritizes fewer, higher-potential accounts with personalized, multi-channel engagement. My account s...

576 Views

What is a good approach to structuring a growth marketing team?

Joann Guo

Spotify Associate Director, Growth Marketing • 2y

In structuring a growth marketing team, it's essential to tailor the approach to the specific context and maturity of the organization. In startups or smaller organizatio...

741 Views

What role does content marketing play in driving growth, and how do you develop effective content strategies?

Ravali Dodia

ServiceNow Director, Integrated Marketing Campaign Management • 1y

Let’s be real, content is how people find you, trust you, and eventually choose you. Not by being pushy, but by being helpful.Good content pulls folks in, teaches them so...

835 Views

When strategies begin to become misaligned with your sales team how do you ensure you both get back on track? What measures do you put in place to stay on track with aligned strategies?

Melissa Perez

Splunk Director, Americas Field Marketing; Industries, Commercial and Latin America • 8mo

Hopefully it never comes to this, however we know that sales and marketing can become misaligned every once in awhile. :) The first step to succeed is to make sure that ...

561 Views

What tactics do you use when early opps aren’t progressing into qualified pipeline?

Matt Hummel

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 1y

I've used a number of different tactics to progress early opps that aren't progressing. From a Marketing perspective, there are usually two overarching goals you can help...

586 Views

How do you go about pinpointing where leads are falling off and how did you resolve it?

Melissa Perez

Splunk Director, Americas Field Marketing; Industries, Commercial and Latin America • 8mo

Ahh, leads falling off, what a fun topic. We work very closely with our marketing operations team on our sales reporting (Marketing Contributed Pipeline). One of our com...

1,227 Views

Which offline channels have worked most effectively in your digital marketing strategy?

Erika Barbosa

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

This will be very specific to your business and offerings, but I have found success in print within niche publications. Oftentimes you’ll want to pair this with a digital...

333 Views

What does growth marketing mean to you? How does it fit within the rest of the marketing org?

Melissa Perez

Splunk Director, Americas Field Marketing; Industries, Commercial and Latin America • 8mo

Growth marketing is the practice of attracting new customers, engaging your customers with content and generating revenue for your organization. Using data is key as you ...

1,049 Views

How do you attribute revenue and pipeline growth directly to specific events?

Kexin Chen

Harvey Vice President Marketing • 9mo

I think about it in terms of incrementality. Marketing isn't as straight forward as it used to be with the proliferation of channels. I'd get specific and run a regressio...

421 Views

What strategies do you employ to engage attendees before, during, and after the event?

Laura Lewis

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

Pre-event: This is when you figure out your theme, staff, activations, and all other details. Once those are ironed out, you need to work with your sales team to run a ro...

464 Views