Demand Generation
Demand Generation Strategy
Demand Generation Strategy
Sentry Director of Growth | Formerly JumpCloud • Tue
We use an internal tool built on Plausible API. We have it track before/after tests automatically, and use a skill in our website PRs to set up tests for us when we chang...
194 Views
Sentry Director of Growth | Formerly JumpCloud • Tue
We take a bit of a different approach to attribution where we have no third party cookies on our website. Our audience is very sensitive to being tracked and it allows us...
194 Views
Sentry Director of Growth | Formerly JumpCloud • May 14
Look for any low hanging demand capture opportunities. Anywhere demand already exists and you just need to show up. Then shift to demand creation channels that can scale....
390 Views
Sentry Director of Growth | Formerly JumpCloud • May 14
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...
485 Views
ServiceNow Director, Integrated Marketing Campaign Management • 11mo
Traditional marketing is more like "let's get our name out there." So think of big campaigns, billboards, TV ads, magazine spreads. It's not super personalized, planned i...
786 Views
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Guillermo Novillo
Microsoft Director of Integrated Marketing, Americas
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...
1272 Views
YouTube Marketing Lead for NFL Sunday Ticket on YouTube TV | Formerly Google Cloud • 6mo
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...
545 Views
ServiceNow Director, Integrated Marketing Campaign Management • 11mo
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 ...
880 Views
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
Snowflake Director Field Marketing - GCC, India • May 13
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 ...
351 Views
Salesforce Sr. Director, Field Marketing • 7mo
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...
758 Views
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...
1263 Views
Salesforce Sr. Director, Field Marketing • 2y
The most simple answer I can give is that they are both very similar - demand gen and growth marketing roles drive X% of the company's Pipe Generation and Revenue. Both a...
1090 Views
Seso Inc. Head of Demand Generation • 3mo
This is easiest when you have some historical accounts. Ultimately, the strategy shouldn't be built by your ideas, it should be informed by your customers. If blog posts ...
400 Views
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y
First and foremost, I recommend defining what success looks like for a campaign. Then you should go through a budget reallocation exercise on a defined cadence (e.g., mon...
1039 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)
Seso Inc. Head of Demand Generation • 3mo
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 ...
617 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.
Seso Inc. Head of Demand Generation • 3mo
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...
1578 Views
Showpad Director, Growth Marketing | Formerly a child • 3mo
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 ...
371 Views
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y
I largely view ABM as a way to help drive revenue targets. The KPIs should be in support of this not in comparison to it. Some of these KPIs will include:
% Closed won o...
326 Views
twelfth founder @ twelfth ⚡️ data-driven ABM ⚡️ | Formerly Google, DigitalOcean • 2y
Metrics are the quantitative measures of ABM performance. They provide a snapshot of what is happening at a certain point in time, such as website visits, leads/ MQLs, en...
1146 Views
Showpad Director, Growth Marketing | Formerly a child • 3mo
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...
356 Views
Upside.tech Co-Founder, GTM + Operations • 3y
1. Sales Leadership
If you're in the B2B SaaS space, you'll know that marketing alone does not generate deals. We engage prospects and customers, bring them to the surfac...
7958 Views
Showpad Director, Growth Marketing | Formerly a child • 3mo
I optimize stakeholder updates for reuse, not awareness. I over-communicate on purpose, but I do it in formats people can replay and forward. Short screenshares and video...
412 Views
Showpad Director, Growth Marketing | Formerly a child • 3mo
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...
395 Views
Showpad Director, Growth Marketing | Formerly a child • 3mo
I look for signal strength, not volume, before I scale ABM.Account penetration is rising.More of the buying group is engaging, not just one role. I want to see consistent...
430 Views
Showpad Director, Growth Marketing | Formerly a child • 3mo
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...
486 Views
OpenLoop Sr. Marketing Manager - Demand Generation • 3mo
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...
164 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?
8x8 Vice President, Global Demand Generation • 4mo
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...
420 Views
8x8 Vice President, Global Demand Generation • 4mo
Sustained demand generation success does not come from individual campaigns or channel; it comes from operational discipline and leadership alignment. High-performing dem...
399 Views
Spotify Associate Director, Growth Marketing • 3y
For B2B marketing, customer testimonials play a critical role if you are looking to drive awareness and consideration of your product or services. Testimonials can be in ...
2084 Views
8x8 Vice President, Global Demand Generation • 4mo
If any of these are true, stop launching campaigns and fix the site:Traffic up, conversions flatHigh bounce on core intent pages (pricing, demo)Form fill ≠ sales-qualifie...
468 Views
Apollo.io Director of Social, Community & Customer Marketing | Formerly Shopify • 1y
Top inbound channel is our website. If I need to drive more top-of-funnel volume fast, here’s where I invest first:SEO & Content Foundational. High-intent, cost-effic...
427 Views
Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 2y
The key for agency success is establishing goals, no different than you would if you used internal resources. I recommend thinking in terms of both leading and lagging in...
783 Views
Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 6mo
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...
423 Views
Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 6mo
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...
456 Views
Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 6mo
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...
569 Views
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 2y
I'm of the perspective that a growth marketing team should be cross-functional, especially in the initial stages. From my experience, this dynamic evolves as the organiza...
785 Views
YouTube Marketing Lead for NFL Sunday Ticket on YouTube TV | Formerly Google Cloud • 6mo
Content marketing isn’t just about publishing, it’s about creating value that earns attention and trust at scale. I treat content like a product: built for the user, opti...
496 Views
Splunk Director, Americas Field Marketing; Industries, Commercial and Latin America • 7mo
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 ...
511 Views
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...
584 Views
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y
This is where analytics skills come in handy :)
To pinpoint where leads are falling off will largely depend on your go-to-market motion. The process will look very diffe...
768 Views
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
Gong Performance Marketing Lead | Formerly Genesys, Instapage, Red Hat • 1y
Growth marketing is a full-funnel approach to marketing that focuses on strategies and tactics to drive revenue growth. It goes beyond driving leads. The focus is on driv...
680 Views
Harvey Vice President Marketing • 7mo
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...
420 Views
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...
463 Views
Apollo.io Director of Social, Community & Customer Marketing | Formerly Shopify • 8mo
On social, you need to expect that you might people where they are in different stages of their buying journey, so you need a constant mix of tones, formats, and call-to-...
414 Views
Apollo.io Director of Social, Community & Customer Marketing | Formerly Shopify • 8mo
We use Sprout Social to schedule posts in advance and review analytics and reports, but honestly the tool is secondary. It offloads some manual work, but the real impact ...
419 Views
Apollo.io Director of Social, Community & Customer Marketing | Formerly Shopify • 8mo
I think about social proof as more than just a quote graphic or testimonial about how much they love the product. It's about turning customer success into content people ...
407 Views
Apollo.io Director of Social, Community & Customer Marketing | Formerly Shopify • 8mo
I treat influencer marketing as an extension of our community and content strategy. The goal isn’t just reach; it’s credible reach that we can experiment with and then tu...
415 Views
Apollo.io Director of Social, Community & Customer Marketing | Formerly Shopify • 8mo
I think of social listening as free, real-time market research. The goal isn’t just to track brand mentions, it’s to understand the conversations, frustrations, and jokes...
425 Views