Demand Generation Strategy

7 Answers
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadOctober 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
614 Views
5 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
1199 Views
3 Answers
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadMarch 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
2 Answers
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadNovember 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
872 Views
3 Answers
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadJanuary 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
745 Views
3 Answers
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadMarch 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
630 Views
3 Answers
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadNovember 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
5440 Views
6 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
2225 Views
4 Answers
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadNovember 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
2155 Views
5 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
1923 Views