Demand Generation
Demand Generation Team
Demand Generation Team
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y
In order to prioritize needs/deliverables you first have to understand the associated goal(s). Based on this, you can work backwards to better understand what will drive ...
4569 Views
JumpCloud Vice President, Revenue Marketing • 3y
This is another great question!
I think there a few categories of KPIs where you should be wary:
(1) KPIs or metrics that are out of your control.
I fully believe that...
1833 Views
Snowflake Head of Demand Generation • May 7
A few KPIs are often over-hyped in demand gen:MQL volume—easy to inflate if you know what levers to pull, but doesn’t guarantee pipeline or revenue.Cost per lead (CPL)—ca...
383 Views
Panorama Education Sr. Director of Demand Generation • 1y
It depends on the stage of the company and your goals. If you have huge brand recognition and can rely on organic (web or social) or word of mouth, you may not need ads t...
1645 Views
Adyen Senior Marketing Manager | Formerly JFrog, Algolia, Docker • 1y
Framing KPIs in terms of control and impact: if you control it or influence it, you can own it. In Demand Gen, we can control lead quality, MQLs routed to sales, and even...
810 Views
Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 1y
Today, some Demand Generation teams still work off of leads and not pipeline/revenue. Leads are only a leading indicator to revenue - they should not be goals or tied to ...
488 Views
Eightfold Senior Director of Demand Generation • 3y
Setting KPIs (Key Performance Indicators) for a new start-up in the technology industry can be challenging as there may not be a lot of historical data to use as a refere...
1803 Views
Attentive Director of Growth Marketing, Acquisition • 1y
Managing and tracking KPIs by goals and channels can vary from team to team, depending on team structure and organization. For example, your organization may have a dedic...
1078 Views
What areas do you see as the domain of a Demand Gen Team?
I'm just wondering in general what things a demand gen team do to drive demand? What's the most effective? What's less effective?
Atlassian Sr. Director: Head of Global Lifecycle Marketing, Teamwork Foundations (Self-serve & High Touch) • 9mo
Good question. Traditionally, demand gen has meant telling people about your funnel and filling the top of the funnel. In more recent times, it's evolved to focus on lett...
697 Views
OpenPhone VP of Marketing • 3y
Understand what's currently working when you come in, and accelerate it.
If you're in an established business, they must be doing something right to be generating demand...
1254 Views
Apollo.io Director of Social, Community & Customer Marketing | Formerly Shopify • 2mo
My favorite interview question is deceptively simple: tell me about a piece of work you're proud of and why it was successful.That's it. But the answers tell me almost ev...
356 Views
ServiceNow Director, Integrated Marketing Campaign Management • 3mo
There isn’t one fixed path, but most demand generation careers follow a similar progression as scope and strategic responsibility increase.
A typical path looks like:
En...
424 Views
How do you transition from sales to a demand generation role?
As someone with a wealth of experience in marketing and sales, from strategic to operational, what advice would you have for someone looking to transition from a sales role to demand generation? I love being involved in this pillar of the company and no longer in a front-facing sales position. What steps do you recommend I take to make this move successfully
You.com Chief Marketing Officer • 10mo
A: Start by owning the sales-marketing glue roles: outbound sequence creation, lead scoring, and feedback loops. Your sales empathy is gold—use it to build campaigns that...
898 Views
Seso Inc. Head of Demand Generation • 3mo
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 ...
504 Views
GitLab Head of Growth Marketing • 4mo
So I’m going to be a bit salty here, hope you don’t mind. But I think this isn’t the right frame of reference. The most effective way to scale a Demand Gen team isn’t by ...
454 Views
Atlan VP, Growth • 1y
When starting a new demand generation role, having a structured game plan for your first 90 days can make the difference between impact and chaos. Here's a framework that...
1365 Views
ServiceNow Director, Integrated Marketing Campaign Management • 6mo
If I were building a demand generation function from the ground up, my 30-60-day plan would focus on understanding first, building, and improving what we have in place. S...
480 Views
Microsoft Director of Integrated Marketing, Americas • 6mo
Good DG Managers are able to connect data (i.e. core DG KPIs) with the business, which enables them to focus on the strategy and tactics that drive greater business impac...
856 Views
Harvey Vice President Marketing • 2y
It's fantastic that in these times of efficient, sustainable growth, demand generation marketers are highly sought after! Ultimately I think it comes down to what the bus...
512 Views
Dovetail Head of Demand Generation • 1y
The answer to this question is bit tricky. The truth is, you don’t fully get past the uncertainty—but you can approach it in a structured way to reduce ambiguity and set ...
1091 Views
ServiceNow Director, Integrated Marketing Campaign Management • 11mo
Demand generation KPIs:leads generated - # of new leads captured (from form fills, webinar, etc)MQLs - leads that meet your criteria and are sales ready (could be BDRs, S...
620 Views
Rei Notionライフハック2万部突破！ Account-Based Marketing - Lead | Formerly Navan(TripActions), Sendoso • 11mo
Transparently, I got lucky. I joined because the team was sharp, down-to-earth, and genuinely fun to build with. The product was exciting, and I saw a ton of room to grow...
895 Views
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 2y
I believe everyone in demand generation should be testing ChatGPT. The main way I see it impacting how I do demand gen is by serving as an assistant. It helps me be more ...
225 Views
Rei Notionライフハック2万部突破！ Account-Based Marketing - Lead | Formerly Navan(TripActions), Sendoso • 11mo
It starts with building a strong partnership, PMM and Demand Gen have to operate as one team.In terms of roles: Product Marketing owns what we say: they’re responsible fo...
598 Views
WooCommerce CMO | Formerly Shopify, D2L, BlackBerry • 1y
Marketing can be a black box to people outside of it, which is why transparency and education are so important. The last thing you want is for the rest of the company to ...
404 Views
Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 1y
Key processes you should implement when expanding a marketing team mostly align around good project management:Creating a marketing calendar. You want to ensure that you ...
468 Views
Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 1y
Partnering with other internal departments is incredibly important for success in marketing. You should be meeting with your counterparts on other teams regularly. Some t...
678 Views
Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 1y
A program manager is my number 1 hire on a Demand Generation team. This person:Monitors the funnel, leads coming in, and their conversion to pipelineProject manages all a...
588 Views
Atlan VP, Growth • 1y
I like to separate "fuel" creators (content strategists, industry specialists, and content producers) from "engine" distributors (channel leads, event leads, and BDRs) wi...
633 Views
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y
Demand generation differs between small and large companies significantly. There are more differences than similarities. From my experience of working at everything from ...
267 Views
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y
From my experience, the approach and expectations vary greatly in these two scenarios. The biggest surprises tend to be infrastructure so think tracking and reporting and...
856 Views
WooCommerce CMO | Formerly Shopify, D2L, BlackBerry • 1y
I see Demand Gen as a system—an engine that requires multiple areas of expertise working together to drive awareness, consideration, conversion, and retention. Especially...
503 Views
JumpCloud Vice President, Revenue Marketing • 3y
I love this question!
I think it is really important to make sure that you have alignment on a few key things before you start any project or initiative:
Context
Object...
1533 Views
HIVERY Marketing VP • 3y
To add to those great points.Conversion rates - with this, try to focus on per-channel ROI. For example, if Linkedin it's costing you $1000 pm but provides $2000 pm "re...
Gong Performance Marketing Lead | Formerly Genesys, Instapage, Red Hat • 2y
B2B demand generation OKRs should be defined by funnel metrics and channel metricsFunnel Metrics: Marketing OKRs should include marketing qualified leads (MQLs), sales qu...
1013 Views
Adyen Senior Marketing Manager | Formerly JFrog, Algolia, Docker • 1y
Start by aligning Demand Generation’s OKRs with the company’s main pillars so that every internal stakeholder can understand your goals.
For each theme, define 2-3 highly...
998 Views
Showpad Director, Growth Marketing | Formerly a child • 3y
Self serve is slower so you really need to keep a close eye on time to activation, lifetime value, and usage data to revenue ratio.
Self serve requires a lot of attenti...
670 Views
Komodo Health VP Revenue Marketing • 1y
I'm sure this can look different for a lot of teams, so here are some examples we're starting with. Highest level: The target accounts list and if key outcomes are hit - ...
678 Views
eQ8 Head of Marketing | Formerly Vyopta • 2y
When resources are tight, every decision has to be the optimized and prioritization goes to those activities most likely to get your prospective buyer to find you. Unders...
203 Views
Snowflake Director Field Marketing - GCC, India • 2y
A demand gen team is extremely focused on revenue growth and all functions within demand gen should be lock in step to drive that growth. A basic structure to start would...
622 Views
GitLab Head of Growth Marketing • 3y
As with most questions I'll answer there isn't a single answer, this really depends on where your team and company are and what the current needs are. Here's a few though...
1715 Views
GitLab Head of Growth Marketing • 3y
Learn the metrics up and down. I'm not just saying the metrics of your role like funnel conversion rates, cost per click, cost of acquisition, etc. You need to understand...
441 Views
What is your advice for creating and/or improving the demand generation process when joining a small but growing team?
Particularly for a small company with no or little structure?
Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 3y
Build a demand playbook. This forces you to get under the hood on how demand is created at your organization. Map out the entire process from awareness to advocacy, and e...
1305 Views
How do you determine the campaign types for demand gen?
What campaign types should take priority and how to structure them with metrics/kpis for success
Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 1y
Selecting campaign types and their associated channels will depend first on your goals and what you want to achieve. The best campaigns use a mix of channels. Here are a ...
691 Views
Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 1y
This is the million dollar question... literally!I've found that there are two types of Demand Generation professionals, and finding one who has both skills is more diffi...
746 Views
Demand Generation Consultant and Fractional Leader | Formerly Gusto, Qualia, AdRoll • 3y
Congratulations! This is an important moment because you have the unique opportunity to truly define how the Demand Gen team functions at your company. Demand Gen can mea...
1564 Views
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 2y
Balancing team members' feedback with delivering high volumes of content can be challenging, but it is a crucial skill. You want to maintain a collaborative environment w...
224 Views
GitLab Head of Growth Marketing • 3y
There are entire industries built around this question. I wish I could say my fondest wishes have been answered by any solution out there. Honestly this is another place ...
1274 Views
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 2y
The fastest path to product adoption is meeting your customers where they are.What this looks like will vary from company to company. It will almost always be a combinati...
247 Views
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 2y
You should start by thinking at a strategic level: What is your goal? How can you test the concept? The key is to truly meet your customers where they are and speak their...
201 Views