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Demand Generation Strategy

What is the difference between demand generation and growth marketing?

4 Answers

Addigy Director | Head of Marketing • January 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

442 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

3 Answers

Sheena Sharma

Heap Vice President, Marketing Acquisition & Growth • November 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

646 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?

4 Answers

Erika Barbosa

Counterpart Marketing Lead • July 16

Whether or not a 3rd-party agency will make sense for your business is truly dependent on your own scenario. I recommend considering your budget and resources to determine if hiring an agency would be more sensible than recruiting talent in-house. To measure success, you first need to start with......Read More

724 Views

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

6 Answers

Erika Barbosa

Counterpart Marketing Lead • February 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

648 Views

When do you include both net-new campaigns and expansion/upsell campaigns in a demand generation strategy?

7 Answers

Erika Barbosa

Counterpart Marketing Lead • October 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

610 Views

When designing a demand generation strategy, at what stage do you audit internal departments to determine if there is sufficient stakeholder buy-in and infrastructure needed to support success?

5 Answers

Joann Guo

Spotify Associate Director, Growth Marketing • October 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

1148 Views

What information about the sales organization, products/services, and customer pain points do you need before you design an effective lead scoring system?

3 Answers

Erika Barbosa

Counterpart Marketing Lead • March 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

419 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)?

2 Answers

Erika Barbosa

Counterpart Marketing Lead • November 8

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., monthly) to shift budget around based on performance. Depending on the size of your organization, budgets are defined in a vari......Read More

871 Views

What has worked well for you defining the segmentation strategy for various digital channels?

3 Answers

Erika Barbosa

Counterpart Marketing Lead • January 12

In order for your segmentation strategy to work, it’s important to have product-market fit (PMF) and a solid understanding of your (ICP) ideal customer profile. This will help guide you in segmentation. Start with the question, “where does this segment of my customers hang out”? Depending on the ......Read More

744 Views

What are the variables that you take into consideration when making these judgments (audience, product, pipeline goals, etc.) and how does each variable impact the finalized strategy?

3 Answers

Erika Barbosa

Counterpart Marketing Lead • March 5

I will always start with the goal or objective of the strategy. What are we trying to accomplish and what do we need to support this goal? * Resources. Do you have enough team members to support the strategy? Do you have a budget earmarked for the project? * Audience. How can you segment yo......Read More

597 Views

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