Demand Generation Strategy
Salesforce Sr. Director, Field Marketing • 2y
Determining what types of campaigns/tactics to include in your strategy starts with you understanding every milestone metric in your funnel. What is your acquisition cost...
850 Views
twelfth founder @ twelfth ⚡️ data-driven ABM ⚡️ | Formerly Google, DigitalOcean • 2y
Nand generation is going out into the market and generating interest in your product. Growth marketing is a process in which you develop a hypothesis, test that hypothesi...
589 Views
Spotify Associate Director, Growth Marketing • 3y
The key is having fluid strategy because things are constantly in flux (ie. business priority shift and budget reduction due to macroeconomic conditions). Hence, it’s alw...
1988 Views
twelfth founder @ twelfth ⚡️ data-driven ABM ⚡️ | Formerly Google, DigitalOcean • 2y
It's pretty unique to company and your industry. But a good rule of thumb would be 60% brand and 40% demand
706 Views
In a world filled with generic tips and tricks, what is one of your go-to fundamental strategies for SaaS demand gen.
Two sided marketplace SaaS: Clients (Paid) and Members (Free)
Apollo.io Director of Social, Community & Customer Marketing | Formerly Shopify • 1y
My go-to demand gen strategy is actually really straightforward: gain deep audience understanding + create content that educates, not just sells. It’s simple, but wildly ...
964 Views
How can you balance creating demand vs. capturing demand when management doesn't understand the importance of creating demand?
We often have to shift budget, time, and resources into only BOFU campaigns in order to hit our MQL targets, which hurts our ability to create demand in the long run.
8x8 Vice President, Global Demand Generation • 4mo
This is a language problem, not a strategy problem.Reframe “creating demand” as:Pipeline risk reductionCost-per-opportunity protectionSales efficiency improvementWhat wor...
672 Views
Salesforce Sr. Director, Field Marketing • 2y
What a great question. I never thought about data in this way. Thanks for forcing me to think through the differences as it relate to KPIs vs. data to help inform vs. pur...
1863 Views
Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 2y
Sales, Marketing, Customer Success, and Operations.Marketing - you're leading the charge here. You own the GTM strategy and persona and messaging research (Product Market...
1190 Views
Showpad Director, Growth Marketing | Formerly a child • 3mo
I optimize stakeholder updates for reuse, not awareness. I over-communicate on purpose, but I do it in formats people can replay and forward. Short screenshares and video...
412 Views
8x8 Vice President, Global Demand Generation • 4mo
Start by accepting a hard truth: most email newsletters fail because they are company-centric, not buyer-centric.What actually moves the needle:Segment beyond persona → S...
835 Views
What's one "best practice" you think Demand Gen teams around the world should STOP doing in 2026?
Tried-and-true strategies are dying every day with a quickly evolving acquisition landscape. What's the next tactic/channel/program/behavior/or strategy everyone is still doing and should be put to rest?
8x8 Vice President, Global Demand Generation • 4mo
Demand generation teams must stop treating MQL volume as the only proxy for success. The obsession with hitting arbitrary lead targets has trained organizations to optimi...
420 Views
Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 2y
It somewhat depends on the specific strategy, but in general there are two things to look at:Inspect regularly: bear in mind, some things take time to materialize, so kno...
535 Views
8x8 Vice President, Global Demand Generation • 4mo
Testimonials are trust accelerators, not just social proof.Best use cases:Mid-funnel (evaluation stage)Objection handlingSales enablementEnterprise deals with long cycles...
400 Views
Apollo.io Director of Social, Community & Customer Marketing | Formerly Shopify • 1y
Web optimization should be prioritized when your site is attracting traffic but not converting it. Here are some clear indicators you need to focus on making changes:Low ...
626 Views
Apollo.io Director of Social, Community & Customer Marketing | Formerly Shopify • 1y
Top inbound channel is our website. If I need to drive more top-of-funnel volume fast, here’s where I invest first:SEO & Content Foundational. High-intent, cost-effic...
427 Views
Snowflake Director Field Marketing - GCC, India • 1y
What are you driving with your demand generation agency?Form fills for whitepapers, other assetsRegistrationsAttendance at webinars, eventsImpressions, clicks on postsWeb...
565 Views
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y
Some of the specific metrics you'll want to track should be tailored to your go-to-market motion and how you execute customer marketing. Here are a few general metrics th...
200 Views
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y
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...
630 Views
Apollo.io Director of Social, Community & Customer Marketing | Formerly Shopify • 1y
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...
485 Views
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y
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...
769 Views
Apollo.io Director of Social, Community & Customer Marketing | Formerly Shopify • 1y
I always provide recommendations across performance, process, and future strategy. The goal is to level up for the next round.Here’s what I typically include:Performance ...
444 Views
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y
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...
472 Views
Gong Performance Marketing Lead | Formerly Genesys, Instapage, Red Hat • 3y
Below is how I would define the demand gen strategy, create content and plan campaign tactics aligned to the 5 stages of awareness
UNAWARE:
Demand gen strategy: Build aw...
2446 Views
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 2y
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 te...
729 Views
Lucid Software SVP, Growth & GTM Strategy • 3y
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...
557 Views
Apollo.io Director of Social, Community & Customer Marketing | Formerly Shopify • 1y
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...
980 Views
Salesforce Sr. Director, Field Marketing • 2y
I will keep this answer short and sweet. If a strategy drives quality pipe generation I would immediate duplicate and continue to refine.
1636 Views
Adyen Senior Marketing Manager | Formerly JFrog, Algolia, Docker • 1y
This is a great question, and there are many ways to approach segmentation. Each digital marketing team often develops a unique approach tailored to their specific busine...
643 Views
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 2y
SEM is helpful at a variety of stages. I wouldn’t say there is a specific moment when a company should focus on an SEM strategy though. It depends on your goals.Here are ...
598 Views
How can demand generation teams work with field marketing?
Im looking for insights on:
- How to collaborate more effectively with field marketing
- How to create campaigns that deliver impact in regions
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 1y
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...
190 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
Calendly Head of Demand Generation | Formerly Ping Identity, Calendly • 2y
When it comes down to it, revenue goals are what demand generation targets should be based off. When it comes to sales quotas, it's important to keep tabs on them because...
682 Views
Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 2y
I start by identifying the audiences that will drive revenue and then work with sales to understand where the greatest need / where Marketing can make the biggest impact....
602 Views
Spotify Associate Director, Growth Marketing • 3y
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 t...
1946 Views
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y
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 organizat...
428 Views
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 2y
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...
771 Views
Calendly Head of Demand Generation | Formerly Ping Identity, Calendly • 2y
Test, test, test. Have those fundamental channels built out so that you feel confident you can hit your ARR/pipeline goals with them alone and always save a bucket or tim...
865 Views
Calendly Head of Demand Generation | Formerly Ping Identity, Calendly • 2y
When creating a go-to-market strategy, first follow the data to nail down the bread-and-butter channels that produce the results needed. From there, back out of your goal...
703 Views
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 2y
Email marketing continues to be a staple in marketing programs. It is critical to best understand how to present success to your stakeholders in meaningful ways. To prese...
484 Views
Calendly Head of Demand Generation | Formerly Ping Identity, Calendly • 2y
When creating a GTM strategy for a SLG company, demand generation should be pulling in sales, marketing leadership, solution marketing, content marketing and potentially ...
725 Views
Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 3y
To a degree this remains trial and error / a bit fluid. However, we are seeing that not over-relying on one form vs. another is the best approach. For example, webinars u...
2150 Views
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y
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 st...
344 Views
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y
Technology is only as good as the customer data you collect. I wouldn't be concerned about tooling until your data is structured in a reliable and useful way. Assuming th...
194 Views
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y
This question is very similar to a prior response I provided for the question: What information about the sales organization, products/services, and customer pain points ...
329 Views
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y
I’m going to take this question from the perspective of product-led growth (PLG) although it would be a similar thought pattern for marketing qualified leads (MQLs). Usin...
844 Views
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y
I recommend segmenting buyer personas based on their use cases or jobs to be done. It’s important to address the question of, “what problems are you helping with for this...
1034 Views