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 d
Demand Generation Strategy
3 answers
VP Demand Generation and International Marketing at Branch | Formerly Outreach, MuleSoft • September 8
Director of B2B Marketing at Albertsons Companies • January 18
Marketing cannot close business without sales. Sales is the most important
partner to marketing, ABM or not. While you can gain the support of the
leadership teams, sales ops, etc, if you don't have
Head of Growth Marketing at Observable | Formerly Issuu, OpenText, Webroot • March 22
To create a successful account-based marketing (ABM) strategy, you need buy-in
across multiple teams. More importantly, you need to have company alignment for
this strategy. The company has to be focu
3 answers
Head of Growth Marketing at Observable | Formerly Issuu, OpenText, Webroot • November 4
At the end of a campaign, I generally focus on three areas: impact and outcomes,
what worked and what didn’t work, and next steps. Impact and outcomes: At the
end of the campaign, you should be able
Performance Marketing Lead at Gong | Formerly Genesys, Instapage, Red Hat • March 20
Here are three things I would recommend at the end of a campaign: Compare
performance to goals Update your campaign strategy slides/doc with results,
highlights and lessons learned Bring the team tog
3 answers
Head of Growth Marketing at Observable | Formerly Issuu, OpenText, Webroot • November 6
You should determine which types of campaigns to include in a demand generation
strategy based on the objectives you are trying to achieve. Think through where
your organization currently is in the ma
Performance Marketing Lead at Gong | Formerly Genesys, Instapage, Red Hat • March 20
A demand gen strategy should be a mix of campaigns tied to funnel stages.
Content must be created to align with each of these stages Brand Awareness Top
of Funnel campaigns Middle of Funnel campaig
2 answers
Head of Growth Marketing at Observable | Formerly Issuu, OpenText, Webroot • November 7
How do awareness stages influence your demand generation strategies? You’ll see
an impact across three areas: Different metrics of success: How you gauge impact
will vary by stage. Keep in mind custo
Performance Marketing Lead at Gong | Formerly Genesys, Instapage, Red Hat • March 20
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 awareness Content strategy: crea
2 answers
Head of Growth Marketing at Observable | Formerly Issuu, OpenText, Webroot • October 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 a
Performance Marketing Lead at Gong | Formerly Genesys, Instapage, Red Hat • March 20
There are three scenarios I can think of here: New product launch Thought
leadership campaigns Campaigns with the theme of Business / Technology /
Industry Trends In all of the above scenarios, i
2 answers
Head of Growth Marketing at Observable | Formerly Issuu, OpenText, Webroot • March 2
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 do you need before you design
Performance Marketing Lead at Gong | Formerly Genesys, Instapage, Red Hat • March 20
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 ideal customer profile (ICP)
1 answer
Head of Growth Marketing at Observable | Formerly Issuu, OpenText, Webroot • November 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 b
1 answer
Head of Growth Marketing at Observable | Formerly Issuu, OpenText, Webroot • November 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
2 answers
Head of Growth Marketing at Observable | Formerly Issuu, OpenText, Webroot • December 23
For strategy development, I recommend thinking about this similar to a RACI
model (responsible, accountable, consulted, and informed). You’ll need to
include internal and external stakeholders who are
2 answers
Director, Demand Generation at Sentry • August 23
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
Head of Growth Marketing at Observable | Formerly Issuu, OpenText, Webroot • March 6
In the context of account-based marketing (ABM), metrics, analytics and insights
are related, but not the same. Metrics are the quantitative measurements that
you’ll use to track the performance of y