Demand Generation Strategy

4 Answers
Laura Lewis
Laura Lewis
Addigy Director | Head of MarketingJanuary 19
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
587 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
Sheena Sharma
Heap Vice President, Marketing Acquisition & GrowthNovember 10
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
724 Views
4 Answers
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadJuly 17
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
929 Views
6 Answers
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadFebruary 15
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
661 Views
7 Answers
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadOctober 31
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
618 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
1202 Views
3 Answers
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadMarch 2
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
421 Views
2 Answers
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadNovember 9
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
876 Views
3 Answers
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadJanuary 13
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
746 Views
3 Answers
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadMarch 6
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
632 Views