Demand Generation Strategy

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

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

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

For ad-hoc campaigns, we typically would either repeat and iterate if it’s performing well or kill it if it’s not. Even if it’s not performing well, we would take that learning to inform future campai

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

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

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 does

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

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

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

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

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

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

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

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)

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

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

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

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

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

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