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

Keara Cho

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...

852 Views

What is the difference between demand generation and growth marketing?

Emily Chisholm

Seso Inc. Head of Demand Generation • 4mo

Spelling :) JK but really, it depends who you're talking to. Demand generation tends to more consistently imply your goals are tied to leads, opportunities, pipeline and ...

557 Views

How do you adapt one strategy to garner different types of wins from different campaigns and how do you best set expectations with internal stakeholders about what kinds of results they might see over the life cycle of the demand generation strategy?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

How do you adapt one strategy to garner different types of wins from different campaigns? It all starts with defining what your goals and objectives are. What worked wel...

394 Views

What factors do you assess in order to properly prioritize the timing of and budget allocated to different campaigns within a strategy (for example, launching an Account Based Marketing campaign versus a brand awareness campaign)?

Emily Chisholm

Seso Inc. Head of Demand Generation • 4mo

Look at your highest value best fit accounts, and really dive into how they bought from you: how they found you, who they talked to, how many times, what their hesitation...

570 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)

Katie Jane Parkes

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.

Emily Chisholm

Seso Inc. Head of Demand Generation • 4mo

The demand creation that gets talked about a lot is highly orchestrated campaigns, but that's not the only way to build awareness and create demand. A lot of demand creat...

1,712 Views

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

Moon Kang 🚀

Showpad Director, Growth Marketing | Formerly a child • 5mo

I think about it as levels of decision usefulness.Metrics are the raw facts; clicks, impressions, visits, time on site, conversions. They tell you what happened, nothing ...

393 Views

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

Keara Cho

Salesforce Sr. Director, Field Marketing • 2y

Quarterbacking with the rest of the marketing team is critical to your success. You can’t create all the marketing CTAs on your own and you need to rely on your marketing...

1,057 Views

How do you update stakeholders with information that helps them efficiently communicate the importance of your Account Based Marketing strategy to their own teams?

Mindy Servello

Calendly Head of Demand Generation | Formerly Ping Identity, Calendly • 2y

Since ABM extends beyond marketing, it is very important that stakeholders are equipped to share information about the motion to their own teams. How you approach this ca...

1,207 Views

How can a demand gen leader improve content strategy and engagement for email marketing? I'm looking to leverage email as a channel but have very low open/ engagement rates for our current email newsletters.

Camila Cook

8x8 Vice President, Global Demand Generation • 5mo

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...

869 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?

Camila Cook

8x8 Vice President, Global Demand Generation • 5mo

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...

421 Views

What recommendations do you make in order to assure the continued success of your strategies?

Keara Cho

Salesforce Sr. Director, Field Marketing • 2y

Having accurate data and good data is the foundation in delivering success. You have to be able to quickly answer this question: “For every dollar I put in market, how mu...

581 Views

What role do customer and partner testimonials play in a demand generation campaign’s content strategy?

Kanchan Belavadi

Snowflake Director Field Marketing - GCC, India • 1y

During the buyer's journey, the customer goes through various stages - from awareness to consideration to decision making. Increasingly these areas overlap as timelines a...

591 Views

What are some typical indicators that website optimization should be a priority in your digital marketing strategy?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

I am of the perspective that website optimization should be incorporated as a priority (at least to some capacity) with all digital marketing strategies. I believe having...

3,098 Views

What are your top channels when it comes to inbound demand generation? Where do you invest first when you need to drive more top of funnel volume?

Camila Cook

8x8 Vice President, Global Demand Generation • 5mo

If I need top-of-funnel fast, here’s the order I invest:High-intent content + SEOProblem-led, not product-ledPaid social (LinkedIn first)Target buying groups, not job tit...

473 Views

How do you measure success with 3rd party demand-generation agencies? What is your experience and did you have any success in driving demand gen through 3rd party agencies?

Matt Hummel

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 2y

The key for agency success is establishing goals, no different than you would if you used internal resources. I recommend thinking in terms of both leading and lagging in...

799 Views

Which metrics are Customer Marketing Leaders looking at regularly & why?

Erika Barbosa

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

What are your top performing email strategies you’ve used historically?

Moon Kang 🚀

Showpad Director, Growth Marketing | Formerly a child • 3y

I can share two particularly successful campaigns. One is a bit boring and obvious and the other was an interesting and fun one for me. 1. The boring one: It was a prod...

1,481 Views

What pipeline drivers outside of the regular mix (email, ppc, seo, affiliate (cpl), social) have you seen results from last year that you are carrying this year?

Katie Jane Parkes

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...

491 Views

Customer Marketing often requires marketing budget. What do you find is a typical percentage of the total marketing budget that should be allocated to Customer Marketing?

Erika Barbosa

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

What recommendations do you generally provide at the end of a campaign?

Matt Hummel

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 2y

First and foremost, should we do this again? Of course that requires you to setup the campaign correctly, ensuring you have outlined clear goals. Sometimes it's easy to s...

502 Views

In your experience, at what stage of awareness do you see the most conversions from leads to opportunities?

Erika Barbosa

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

How do awareness stages influence your demand generation strategies?

Katie Jane Parkes

Apollo.io Director of Social, Community & Customer Marketing | Formerly Shopify • 1y

Awareness stages should still inform your demand gen strategy, but customer journeys in 2025 are anything but linear. People jump around, self-educate, and make decisions...

514 Views

What are the variables that you take into consideration when making these judgments (audience, product, pipeline goals, etc.) and how does each variable impact the finalized strategy?

Katie Jane Parkes

Apollo.io Director of Social, Community & Customer Marketing | Formerly Shopify • 1y

If we're looking at Customer Marketing strategy, there's a few key variables that can shape where we focus and how we allocate resources:Audience/customer segments: Diffe...

674 Views

What do best-in-class customer Marketing teams look like in terms of roles and responsibilities?

Laura Hart

Figma Senior Director, Growth Marketing • 4y

The way that Customer Marketing teams and functions should be staffed and organized will vary greatly from company to company, especially when looking at more traditional...

18,585 Views

What does customer journey stages look like at an organization that is prioritizing renewals, expansion revenue & product adoption?

Katie Jane Parkes

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...

995 Views

When do you begin to prepare to duplicate a strategy that has proven successful?

Andy Ramirez ✪

GitLab Head of Growth Marketing • 1y

You get a really good sense early on when something is working. Honestly, the best teams sometimes know as they’re building it that they’ve landed on something great. I’m...

730 Views

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

Keara Cho

Salesforce Sr. Director, Field Marketing • 2y

Alignment with sales distribution models: sales teams typically slices their segmentation by company size or revenue bands. Marketing should also create strategy based on...

985 Views

When should a company focus on an SEM strategy?

Erika Barbosa

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 ...

599 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

Erika Barbosa

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...

191 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

Mindy Servello

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...

684 Views

When do you include both net-new campaigns and expansion/upsell campaigns in a demand generation strategy?

Matt Hummel

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....

619 Views

When designing a demand generation strategy, at what stage do you audit internal departments to determine if there is sufficient stakeholder buy-in and infrastructure needed to support success?

Joann Guo

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...

1,972 Views

What information about the sales organization, products/services, and customer pain points do you need before you design an effective lead scoring system?

Erika Barbosa

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...

429 Views

What has worked well for you defining the segmentation strategy for various digital channels?

Erika Barbosa

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

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?

Mindy Servello

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...

867 Views

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

Steve Armenti

twelfth founder @ twelfth ⚡️ data-driven ABM ⚡️ | Formerly Google, DigitalOcean • 2y

Paid searchPaid socialContent syndication Sponsored eventsPartner co-marketingSEO

465 Views

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

Erika Barbosa

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...

485 Views

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

Mindy Servello

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 ...

739 Views

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

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

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 engag...

3,404 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?

Mindy Servello

Calendly Head of Demand Generation | Formerly Ping Identity, Calendly • 2y

Trust is just as vital in B2B as it is in B2C. I think trust is built with many factors and having a great corporate marketing function greatly helps, but one main driver...

1,107 Views

What are the top 3-5 technologies that empower the Customer Marketing Organization?

Nicolette Konkol

Morningstar SVP, Corporate Marketing | Formerly Ariba, Taleo, Showpad • 3y

There’s plenty of tech out there to enable any number of strategies and subsequent tactics but the place I’d start is with customer data. Do you have the data you need to...

1,703 Views

What are your best practices for scoring inbound leads?

Bhavisha Oza

Gong Performance Marketing Lead | Formerly Genesys, Instapage, Red Hat • 3y

Below are 9 best practices for scoring leads Build your scoring model with demographic and behavioral scoring. Collaborate with your Product Marketing team to define the...

1,779 Views

What are the best strategies to qualify a lead from the moment it converts on the website?

Erika Barbosa

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

What is your strategy around segmenting buyer personas?

Erika Barbosa

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...

1,034 Views

Demand Generation Strategy · Demand Generation Strategy