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Demand Generation Strategy

When should a company focus on an SEM strategy?

3 Answers

Adam Kaiser

6sense VP, Growth Marketing • August 10

SEM is an excellent way for a company to get up and running by responding to demand in the market. Early-stage companies who have not established their brand can start driving interest and opportunities immediately. As an organization grows, SEM can continue to be a large part of its digital t......Read More

1823 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?

2 Answers

Erika Barbosa

Observable Head of Growth Marketing • March 5

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

463 Views

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

2 Answers

Erika Barbosa

Observable Head of Growth Marketing • February 14

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

467 Views

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

2 Answers

Erika Barbosa

Observable Head of Growth Marketing • 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 truly speak to the success of your email strategy. With the progression of privacy and lack o......Read More

644 Views

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

2 Answers

Erika Barbosa

Observable Head of Growth Marketing • January 12

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

520 Views

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

2 Answers

Erika Barbosa

Observable Head of Growth Marketing • November 18

The one channel I would say is fundamental is SEO. Aside from SEO, there are too many variables to classify a channel as fundamental (e.g., business objectives, budgets, etc.). From my experience, it's imperative to have a testing mindset for demand generation. If you view demand gen from that......Read More

722 Views

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

4 Answers

Keara Cho

Salesforce Sr. Director, Demand Generation • August 16

The key to a successful marketing campaign is segmenting your target audience correctly and being customer-obsessed. But your job is not just to drive people to websites and have them fill out a form to become a lead; it’s to be responsible for the entire customer journey. In fact, 56% of high-pe......Read More

2680 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?

2 Answers

Laura Lewis

Qualia Director, Demand Generation • July 27

Unfortunately, I don't have a good answer for this one. I have never actually had success with a 3rd-party demand generation agency! I truly believe this is a role that requires a level of project management and organizational understanding that you cannot outsource without heavy involvement from......Read More

503 Views

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

3 Answers

Bhavisha Oza

Gong Performance Marketing Lead • March 20

There are three scenarios I can think of here: 1. New product launch 2. Thought leadership campaigns 3. Campaigns with the theme of Business / Technology / Industry Trends In all of the above scenarios, it is important to target both new business and existing customers for your campaign. ......Read More

546 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?

3 Answers

Joann Guo

Spotify Associate Director, Growth Marketing • October 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

720 Views