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

Fanette Jobard

Adyen Senior Marketing Manager | Formerly JFrog, Algolia, Docker • 1y

Website optimization is an ongoing process—a continuous refinement. There's always room for improvement in your KPIs. However, certain red flags signal immediate attentio...

667 Views

When strategies begin to become misaligned with your sales team how do you ensure you both get back on track? What measures do you put in place to stay on track with aligned strategies?

Erika Barbosa

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

When strategies begin to become misaligned with your sales team, it is important to evaluate the situation from an objective perspective. Assess the scenario, similar to ...

212 Views

What tactics do you use when early opps aren’t progressing into qualified pipeline?

Fanette Jobard

Adyen Senior Marketing Manager | Formerly JFrog, Algolia, Docker • 1y

I usually think it's a matter of education. You might be doing great at the top of the funnel with awesome, entry-level content, or maybe you're using channels that bring...

538 Views

How do you go about pinpointing where leads are falling off and how did you resolve it?

Erika Barbosa

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

This is where analytics skills come in handy :) To pinpoint where leads are falling off will largely depend on your go-to-market motion. The process will look very diffe...

768 Views

Which offline channels have worked most effectively in your digital marketing strategy?

Erika Barbosa

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

This will be very specific to your business and offerings, but I have found success in print within niche publications. Oftentimes you’ll want to pair this with a digital...

333 Views

What does growth marketing mean to you? How does it fit within the rest of the marketing org?

Bhavisha Oza

Gong Performance Marketing Lead | Formerly Genesys, Instapage, Red Hat • 1y

Growth marketing is a full-funnel approach to marketing that focuses on strategies and tactics to drive revenue growth. It goes beyond driving leads. The focus is on driv...

684 Views

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

Mindy Servello

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

Before going to market, I believe any strong demand generation practitioner or leader needs the segmentation, targeting and positioning (STP) crafted. An STP is a three-p...

899 Views

Which pages of a website are the best ones to welcome incoming traffic?

Matt Hummel

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 1y

That depends entirely on where the traffic is coming from. The key to landing pages is making sure it's not a bait and switch - in other words, don't set up an email or a...

597 Views

How do you rank lead sources and adjust your budget allocation accordingly by channel?

Fanette Jobard

Adyen Senior Marketing Manager | Formerly JFrog, Algolia, Docker • 1y

It depends entirely on your marketing objectives. If your primary goal is lead generation, then lead volume is a key metric. You'd want to identify which channels are dri...

482 Views

When a website is remodeled, are the URLs of the posts and pages kept? Is the positioning maintained?

Erika Barbosa

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

I highly recommend implementing 301 redirects if you are changing your URL structure. This will help preserve some of the positive SEO signals you have generated. Keep th...

261 Views

When should a company focus on an SEM strategy?

Erika Barbosa

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

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 ar...

876 Views

How do you identify where leads are falling off and how do you optimize for lead conversion?

Fanette Jobard

Adyen Senior Marketing Manager | Formerly JFrog, Algolia, Docker • 1y

It depends a bit on whether you're using a PLG or Sales-Led model. PLG: Usually, the first sign is that trial leads aren't activating, or not enough inbound leads (demos...

2,022 Views

How do you target say, SMB, for each stage of the funnel? (interview question I received:)

Matt Hummel

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 1y

Most often SMB sales cycles are both shorter and involve fewer people. So you'd typically want to target them in ways that focus on moving them quickly. Very similarly to...

649 Views

How do market effectively to different personas, but maintain the same brand and unified messaging?

Gong sells to sales ops/revops and sales management and potentially sales engagement - they think differently, but Gong can solve for each pain?

Bhavisha Oza

Gong Performance Marketing Lead | Formerly Genesys, Instapage, Red Hat • 1y

Follow the Gartner B2B buying jobs framework referenced in the question on enterprise demand gen above. Address the challenges specific to the buyer persona and explain h...

783 Views

How do you approach enterprise demand gen differently at an organization that historically relied more on free trials and word of mouth?

Erika Barbosa

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

This will require a mindset shift across the organization, so you'll want to be mindful of how it is communicated. Here is a high-level approach to the steps I would reco...

769 Views

What role does lead scoring play in your Demand Gen Strategy and what were the steps and considerations you took to set it up?

Jeff Jewett

OfferFit Director of Demand Generation | Formerly Workday, Atlassian, Deel • 3y

Lead scoring is an integral part of my demand gen strategy to help gauge intent and engagement. It should be used along with other programs, like 3rd party intent data, c...

170 Views

Demand Generation Strategy · Digital Marketing Strategy