Demand Generation Strategy

The mistake I see a lot of teams make is continuing to measure their social media impact with just vanity metrics: likes, impressions, follower growth. Those still matter...

First, I don’t start with “how do we go viral.” I start with: what conversation does our audience already care about? And how can we show up in it in a way that feels bot...

For me, it’s less about a 50/50 split and more about a flywheel. If you think about social as a distribution engine, every piece of content has to earn attention first. T...

Leading: Traffic to high-intent pagesEmail engagementDemo requestsLagging: SQLs generatedPipeline influencedCustomer acquisition cost (CAC)Content-specific: Time on pageC...

There are so many ways to amplify content. Here’s a mix of tried-and-true tactics along with some of my personal favorites:Social MediaCompany Posts: Schedule a series of...

Great question! A lot of demand gen tactics we use for net-new can actually work really well for retention and expansion too, it’s really about tweaking the message. For ...

I like to follow some steps (I'll describe bellow) but It can be more complex in some industries.I always start analysing the business SWOT Analysis or create it.Strength...

I love this question! Think about your customers in the same way you are hopefully thinking about your prospects. Understanding their needs, pain points, growth opportuni...

For customer marketing metrics, it generally encompassed: Retention & RenewalsACV Lift within featured customer accountsNPS/CSATProduct usage; beta customers and pilo...

From a tech standpoint, we did this via our CRM. We created a custom object directly on the contact record and would track feedback. For us, we could set up automations t...

100%. Customers are 100% your most important market. So why wouldn't you leverage an effective approach such as ABM. Just because someone is already a customer doesn't me...

It's far more cost-effective to retain and grow existing customers than to constantly acquire new ones. Here are some ways to increase CLV: flawless onboarding experience...

Growth marketing and demand generation are both essential facets of a comprehensive marketing strategy an while there are some similarities, they focus on different areas...

If you’re moving from a sales-led to a product-led GTM, your marketing has to change too. Instead of just helping sales, you gotta help people discover and use the produc...

From my perspective, customer acquisition and retention are interconnected. If done correctly, the users you acquire will stay retained.It comes down to delivering on the...

Community engagement is a powerful aspect of growth marketing, including audience building, brand awareness, trust and credibility, and feedback loops. Despite the variou...

Why data matters in growth marketing (and how we actually use it):Make smarter calls – data shows what’s working and what’s just burning budgetUncover hidden wins – somet...

Growth marketing is all about smart, steady growth across the whole customer journey. Here’s a quick rundown:Keep testing stuff: A/B tests are your best friend. Track wha...

In order to show the value of investing in SEO, you must set expectations from the beginning. You need to convey the narrative that SEO is a long-term investment, likely ...

The events team funds the overall structure and footprint of our event. However we partner heavily with the field marketing teams who have supplemental budget to fund anc...

In some of my other answers, I've talked about the importance of timely outreach and personalization from sales. This is critical, but only if leads are warm or ready. A ...

Be quick and personalize, personalize, personalize. There's not much else that's going to help you.Reach out ASAP after the event - the next day if you can download your ...

For ROI, it's helpful to know what the outcome of the event is meant to accomplish (IE: generate, progress, and or close pipe).Can impact the content strategy and the aud...

This can be a challenge, but generally once you have one or two, the rest become easier over time. A few approaches to consider:Run analysis to understand who is relevant...

I'm going to take a slightly different angle on this question compared to some of the more proven approaches, such as onboarding flows and nurture sequences.In my experie...

I think this question is meant to say 2024 to 2025! So here we go.Outside the usual suspects (email, PPC, SEO, affiliate, and social), here are some pipeline drivers that...

The budget for customer marketing should align with your business goals and objectives, taking into account your industry and go-to-market strategy. As a general guidelin...

First and foremost, should we do this again? Of course that requires you to setup the campaign correctly, ensuring you have outlined clear goals. Sometimes it's easy to s...

In my experience, I’ve seen the most conversions from leads to opportunities when value is realized in week 1. This is of course dependent on your product offering, but g...

Awareness stages should still inform your demand gen strategy, but customer journeys in 2025 are anything but linear. People jump around, self-educate, and make decisions...

One of the biggest variables is do you have product market fit. It's really hard to sell a crappy product to people that don't want it. So before any company should inves...

Upvoting Laura's response here. B2B vs. PLG/Groundswell led look and feel different. The only thing I would add is the importance of Marketing Ops /Tooling/Tech. Conne...

Because the customer journey doesn’t end at the sale, you need to focus on a process that evolves their experience with your product (and brand). You need to focus on dri...

I don't think ABM at its core is all that different from landing net new vs cross/upsell/expansion. If you boil it down, you are taking a set of channels and tactics and...

I will keep this answer short and sweet. If a strategy drives quality pipe generation I would immediate duplicate and continue to refine.

Every organization is different, and I always start with looking at both historical data and benchmarks. Generally, the lower the average deal size, the higher the percen...

The way I think about ABM metrics are 3 folds:What’s the revenue impact we are driving - early indicators include what’s our contribution to pipe generation.How are we he...

There are a couple of ways to interpret this question. One way is process; how do you create a system that lets you operate efficiently, rinse, repeat, and scale? The sec...

Buyer personas and segmentation is a crucial part of any demand generation strategy to understand who to market to and what messages to deliver to that person. However, I...

The best pages to welcome incoming traffic depend on your goals. This will largely be based on how the individual pages are SEO optimized. Generally speaking, these are t...

We track our spend and pipeline influence (multi-touch pipeline attribution by marketing activity) and by marketing channel to determine the pipeline ROI. We can then ext...

This answer depends on the setup of the new site. If it a site is more of a redesign (vs. a rebuild), then typically URLs are maintained. However, when a site is rebuilt,...

SEM is an excellent way for a company to get up and running by responding to demand in the market. Early-stage companies who have not established their brand can start dr...

It depends a bit on whether you're using a PLG or Sales-Led model. PLG: Usually, the first sign is that trial leads aren't activating, or not enough inbound leads (demos...

Collaboration between demand gen and field marketing works best when there’s a clear shared goal and open communication/feedback loops. A few key things that help:Align o...

I recommend first starting with the problem you are solving for your target audience. What do they care about? Depending on your go-to-market motion, you’ll want to perso...

Leveraging intent data, like what companies such as 6Sense, Qualified, and Demandbase offer, provides several key advantages to identifying the right company targets and ...

Follow the Gartner B2B buying jobs framework referenced in the question on enterprise demand gen above. Address the challenges specific to the buyer persona and explain h...

This will require a mindset shift across the organization, so you'll want to be mindful of how it is communicated. Here is a high-level approach to the steps I would reco...

Account-based marketing (ABM) is not intended to be used solely by one department. It is a cross-functional company strategy with heavy influence from sales. Here are a f...