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Demand Generation Strategy
3 Answers
Erika Barbosa
Counterpart Marketing Lead • November 17
I recommend viewing this question from the perspective of a demand generation toolbox. From strategy to strategy and based on the goal at hand, you will use a variety of tools. This is the nature of demand generation. If you factor in seasonality, product offerings, and just pure human nature,......Read More
4481 Views
6 Answers
Erika Barbosa
Counterpart Marketing Lead • November 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
2182 Views
4 Answers
Erika Barbosa
Counterpart Marketing Lead • November 16
You present the success of the email strategies you are managing by focusing on metrics that matter. Tie your efforts back to revenue when you can. Open rates are interesting, but this metric does not truly speak to the success of your email strategy. With the progression of privacy and lack o......Read More
2154 Views
5 Answers
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
1873 Views
6 Answers
Erika Barbosa
Counterpart Marketing Lead • April 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
729 Views
6 Answers
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
1809 Views
1 Answer
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
758 Views
5 Answers
Krista Muir
Snowflake Senior Manager, Streamlit Developer Marketing • August 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
3077 Views
8 Answers
Sierra Summers
Albertsons Companies Director of B2B Marketing • January 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
1062 Views
4 Answers
Dan Ahmadi
Branch VP Demand Generation and International Marketing • September 8
An onboarding plan and a dedicated owner! I'm sure you've seen it before too-- you buy something new and shiny, and it takes a lot longer to implement and use than expected. Fast forward a few months or years and you realize nobody is using it anymore and it's shelfware, ready to be cancelled. I......Read More
1307 Views