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Demand Generation Strategy

If you feel that the most effective fundamental channels vary from strategy to strategy, then how would you differentiate between channel options to choose the best tactics for a particular play?

3 Answers

Erika Barbosa

Counterpart Marketing Lead • November 18

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

4451 Views

Are there specific channels you would consider fundamental to a successful Demand Generation strategy?

6 Answers

Erika Barbosa

Counterpart Marketing Lead • November 19

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

2180 Views

How do you present the success of the email strategies to the stakeholders?

4 Answers

Erika Barbosa

Counterpart Marketing Lead • November 17

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

What internal and external stakeholders do you involve in your strategy development?

5 Answers

Joann Guo

Spotify Associate Director, Growth Marketing • October 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

1869 Views

What is your strategy around segmenting buyer personas? What factors do you segment on?

6 Answers

Erika Barbosa

Counterpart Marketing Lead • April 5

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

725 Views

How do you determine which types of campaigns to include in a Demand Generation strategy?

6 Answers

Joann Guo

Spotify Associate Director, Growth Marketing • October 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

1806 Views

How would you define the difference between metrics, analytics, and insights in the context of Account Based Marketing strategy?

5 Answers

Krista Muir

Snowflake Senior Manager, Streamlit Developer Marketing • August 24

* 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

3073 Views

In your experience, who are the most critical internal partners during the course of creating an Account Based Marketing strategy?

10 Answers

Dan Ahmadi

Branch VP Demand Generation and International Marketing • September 9

1. Sales Leadership If you're in the B2B SaaS space, you'll know that marketing alone does not generate deals. We engage prospects and customers, bring them to the surface, and rely on AEs and sales development to mature that relationship, converting them to meetings and subsequently, deals. If ......Read More

4090 Views

Virtual vs Live Events, What is currently working well/not well for you and what are your plans going forward?

5 Answers

Erika Barbosa

Counterpart Marketing Lead • May 15

Both virtual and live events have their own advantages and disadvantages. While I believe that live events will always be favored due to the level of connection and engagement they provide, there is still a place for virtual events as well. That being said, virtual events can offer better ROI due......Read More

2960 Views

Content vs Trust With trust and core values becoming as important to buyers as product, how can we get these across and increase pipeline engagement?

2 Answers

Erika Barbosa

Counterpart Marketing Lead • June 6

To effectively convey trust and core values to buyers and increase pipeline engagement, it starts with human connection. One way to connect with your buyers is through storytelling and transparency. Tell your brand's story in a way that illustrates trust. Here are a few additional strategies to c......Read More

333 Views

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