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Building a Demand Generation Team
Demand Generation KPI's
Establishing a Demand Generation Function
Establishing a Demand Generation Function
6 Answers
Erika Barbosa
Observable Head of Growth Marketing • December 22
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 the desired outcome. It’s easy to quickly become overwhelmed as the one demand generation manager. Prioritization is key. As......Read More
560 Views
3 Answers
Erika Barbosa
Observable Head of Growth Marketing • December 22
I recommend structuring a 30-60-90 day plan with clear timelines and goals. This will look different at an established org versus a start-up. This may also look different depending on the full scope of the role. That being said, let’s dive in: * 30 days: The first 30 days are about getting to k......Read More
517 Views
3 Answers
Jordan Hwang
Gusto Head of Demand Generation • April 21
Our demand generation team has three major pillars: * Website - responsible for our corporate website. While they care about impact, they also need to service other needs for the company beyond pure demand generation. They're held to a slightly different standard, as a result. * Acqui......Read More
469 Views
4 Answers
Tamara Niesen
Housecall Pro VP, Product Marketing • August 26
Creating an environment where we have trust, pysocholigical safety, and fun is key, but it's trust that allows team members to have autonomy and agency. Celebrating wins toegther, celebrating mistakes (fail forward!), and removing roadblocks are foundational to building healthy teams. Someth......Read More
499 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?
2 Answers
Matt Hummel
Demandbase Head of Digital Marketing • March 1
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 everything in between. This will help you understand if there are any gaps in the process - for example, is demand gen (or even ......Read More
511 Views
2 Answers
Matt Hummel
Demandbase Head of Digital Marketing • March 1
I've been in both situations, and you really do need the same talent to be successful, it's just how you prioritize and ultimately staff that can be different. For example, you'll often see at small companies a sole digital marketer driving demand which unfortunately is mostly through top-of-......Read More
517 Views
1 Answer
Erika Barbosa
Observable Head of Growth Marketing • February 17
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 expectations for next steps. Let me break down the two scenarios and provide additional clarity. Oftentimes when you enter ......Read More
314 Views
1 Answer
Erika Barbosa
Observable Head of Growth Marketing • February 17
When coming in as the Head of Demand Generation in a startup, your 30/60/90 day plan will most likely include a few additional elements such as: * Tracking and reporting infrastructure. You may need to do some infrastructure work such as setting up additional tracking and reporting. This is ......Read More
312 Views
1 Answer
Erika Barbosa
Observable Head of Growth Marketing • February 11
The earliest stage I typically recommend hiring a demand generation manager is when you have established product market fit and a solid understanding of your ideal customer profile (ICP). This can vary depending on your business. If you haven’t reached this stage, I would consider more organic......Read More
339 Views
1 Answer
Erika Barbosa
Observable Head of Growth Marketing • February 8
To coordinate and work cross-functionally with the product marketing team you need to establish trust and respect from several micro-moments. Be sure to establish ongoing communication with the relevant stakeholders. * Define common goals. How can your joint efforts support your common goals? ......Read More
268 Views