Demand Generation Strategy

5 Answers
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadNovember 18
The one channel I would say is fundamental is SEO. Aside from SEO, there are too many variables to classify a channel as fundamental (e.g., business objectives, budgets, etc.). From my experience, it's imperative to have a testing mindset for demand generation. If you view demand gen from that......Read More
2134 Views
5 Answers
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadApril 4
My strategy for segmenting buyer personas largely focuses on the problem you are solving for the customer. You have to meet the customer where they are. Based on this information, it will help dictate how you segment your buyers. Here are additional elements to consider: * Ideal customer profil......Read More
696 Views
3 Answers
Laura Lewis
Laura Lewis
Addigy Director | Head of MarketingJanuary 18
This is one of my favorite topics! Usually, the answer is no difference at all. The term "Demand Generation" came first, and over time has evolved into "Growth Marketing." Many organizations still use DG as the term, even through they actually mean Growth Marketing and the DG leader is responsibl......Read More
427 Views
6 Answers
Joann Guo
Joann Guo
Spotify Associate Director, Growth MarketingOctober 27
Typically, most campaigns can fall into one of the two buckets: awareness or performance. We need to create campaigns that have a balance of brand and performance as we can’t have brand work that doesn’t perform and performance work that doesn’t elevate your brand. Your campaign should have brand......Read More
1789 Views
4 Answers
Joann Guo
Joann Guo
Spotify Associate Director, Growth MarketingOctober 27
This one is slightly tricky but a good rule of thumb is getting primary stakeholders’ inputs as early as possible, especially for things that need resourcing from other teams and anything that involves technical implementation. Throughout the planning process, this is where you can pinpoint the m......Read More
1133 Views
4 Answers
Joann Guo
Joann Guo
Spotify Associate Director, Growth MarketingOctober 27
Before going into strategy setting, it’s important to align and joint plan with your fellow counterparts in sales, business, product, analytics, operations, PR, and other marketing functions, etc. to establish the topline business target for the year (or quarter). If your team is not currently in......Read More
1852 Views
5 Answers
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadFebruary 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
634 Views
1 Answer
Andy Ramirez ✪
Andy Ramirez ✪
Docker SVP, Growth Marketing (CMO Role)March 14
I don't see them as fundamentally different than all up marketing KPIs, but the emphasis likely changes. Some you might value more are: * Account penetration / engagement * Average deal size * Win rate * Average contract value * CAC/LTV * NPS * Influenced expansion / retention ......Read More
711 Views
5 Answers
Krista Muir
Krista Muir
Snowflake Senior Manager, Streamlit Developer MarketingAugust 23
* 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, # of campaign responses per account, # of impressions or CTR by account, # of opportunities, $ pipeline generated,......Read More
3047 Views
8 Answers
Sierra Summers
Sierra Summers
Albertsons Companies Director of B2B MarketingJanuary 18
This is a great question! I can't tell you the number of times I've created content because someone in the C-suite thought it would be a good idea, or because a sales reply simply couldn't close a deal with a highly customized 1-pager. The truth is - content should be created with a purpose......Read More
1042 Views