Demand Generation Strategy

2 Answers
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingMarch 1
Below is a summary of the information I recommend. However, please take this and evolve it to meet the needs of your business, target audience and goals. * Sales organization. What is your sales process? How long is the sales cycle? Are you a product-led sales org, enterprise or somewhere in......Read More
405 Views
3 Answers
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingFebruary 14
Great question! It’s helpful to approach your demand generation strategies from the perspective that it is constantly evolving. Approach it from a growth mindset. This is not a “set it and forget it” scenario. Here are a few recommendations to get started: * Speak with customers. First and f......Read More
482 Views
4 Answers
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingOctober 30
When to include net-new campaigns and expansion/upsell campaigns is largely dependent on what stage your organization is in.  * Net-new campaigns: I tend to view this from the lens of proven channels and experimental. I recommend carving out a portion of your budget to support net-new cam......Read More
570 Views
2 Answers
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingNovember 10
I am of the perspective that website optimization should be incorporated as a priority (at least to some capacity) with all digital marketing strategies. I believe having a testing mindset is critical for growth. I do not recommend thinking about it as it relates to indicators for whether or not ......Read More
805 Views
1 Answer
Sheena Sharma
Sheena Sharma
Heap Vice President, Marketing Acquisition & GrowthNovember 9
The first places I'd invest for short term wins: * Capture intent via paid search (Google search, but also Bing) across branded and non branded keywords * Optimize your website for lead conversion (CTA structure, strategy, form enrichment) * Make sure you have multiple "high intent" o......Read More
379 Views
How do you balance demand gen targets against sales quotas and company-wide revenue goals?
Related to demand gen / sales alignment, specifically thinking about aligning quarterly targets and demonstrating Demnad Gen's contribution to revenue
1 Answer
Sheena Sharma
Sheena Sharma
Heap Vice President, Marketing Acquisition & GrowthNovember 9
I always think about demand generation's contribution to company revenue. For example, I think about marketing contributing to inbound, new logo pipeline + ARR by segment. Marketing should contribute more to an SMB segment (80%+), and less for an Enterprise or Strategic segment (~30%). All market......Read More
410 Views
1 Answer
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingNovember 1
One growth strategy I highly recommend to increase customer lifetime value is segmentation. The more we can address a customer’s specific needs, the more impactful the results will be. Customers want to be heard, and segmentation enables a more tailored approach. Loyalty programs can also be imp......Read More
506 Views
1 Answer
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingNovember 1
There are indeed ways to pursue cost-effective growth marketing for startups! The key here is not only what is cost-effective but also what delivers an impact on the desired business outcomes. While this can look different depending on the company, a few tried-and-true approaches include: * Con......Read More
521 Views
1 Answer
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingNovember 1
I believe the main difference between traditional marketing and growth marketing lies in the overall approach. Traditional marketing typically relies on tried-and-true methods, while growth marketing tends to be very data-driven, adopting an experiment, iterate, rinse and repeat mindset. Traditi......Read More
474 Views
1 Answer
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingNovember 1
I believe you need to identify your target audience before you can be successful in your growth marketing initiatives, especially if you are working with a budget. There are a few ways to go about pinpointing your audience, such as: * Market Research * Customer Personas * Current Customer A......Read More
464 Views