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2 Answers
Moon Kang 🚀
Front Director, Digital Demand Generation • July 21
Some of the insights I've seen that led to direct action items are misalignment on lead follow-up and poor multi-threading practices. If a lead comes in after seeing an ad about purple bananas, searches on Google for "purple bananas" and clicks on our ad that claims we have the best purple ba......Read More
850 Views
1 Answer
Erika Barbosa
Counterpart Marketing Lead • June 8
This is a tough question. At a minimum, I would request tracking pixels, which would be a lower level of effort but still require engineering support. The only tools I can recall offhand where I needed zero involvement from engineering would be Semrush, ChatGPT, Hootsuite, and a few additional s......Read More
1026 Views
1 Answer
Erika Barbosa
Counterpart Marketing Lead • June 7
From my perspective, the 3 most important tools currently in my tech stack consist of the following: * Data warehouse: This enables you to house all of your customers’ data in a structured and accessible way (e.g., Snowflake). * Data visualization or BI tooling: This enables you to tell th......Read More
477 Views
1 Answer
Erika Barbosa
Counterpart Marketing Lead • June 5
The short answer is: I read a lot! From my perspective, this is critical for growth marketing and demand generation. Your knowledge can quickly become outdated as it is such a rapidly progressing career. Find a few trusted resources and gather knowledge from them. You won't be able to read every......Read More
496 Views
1 Answer
Erika Barbosa
Counterpart Marketing Lead • June 4
First and foremost, there needs to be alignment on goals. What will the tooling help you accomplish? Will it help you become more efficient or solve a specific problem? Here are some additional factors to consider: * What is the functionality of the tool? * How well will the tool integrate wi......Read More
503 Views
1 Answer
Erika Barbosa
Counterpart Marketing Lead • June 3
The KPIs that you should tie back to the tools in your tech stack should support your business goals, taking into consideration factors such as your overall business, go-to-market motion, and industry. Here are some general KPIs to consider: conversion rates, activation, engagement, and pipeline ......Read More
463 Views
2 Answers
Moon Kang 🚀
Front Director, Digital Demand Generation • July 21
The demand gen team is goaled on inbound stage 2 Salesforce opportunities. Not only do we need to create demand, but we also have to capture it, nurture it, and progress it down the sale funnel, all while increasing velocity by removing friction at every stage of the prospects' journey. The i......Read More
848 Views
2 Answers
Nicolette Konkol
Morningstar Global Head of Demand Generation • July 22
The MarTech stack is only as good as the strategy, people, and process it supports. Invest in the strategy, people, and process to set the foundation, and then select MarTech that will amplify and accelerate that. The MarTech stack at Morningstar includes 6sense, Asana, Bizible, Contentstack, Elo......Read More
1196 Views
What is your favorite demand generation interview question and the best answer you've heard?
This could be tech stack related questions, but also more general demand gen questions.
3 Answers
Liz Bernardo
Snow Software Director of Demand Generation & Partner Marketing - Americas • October 27
My favorite question to ask during an interview is “If you could spend an extra $100k on demand generation in your current role, what would you spend it on and why?” I really like this question because it helps me understand a variety of things about how the candidate thinks. Dependent on the ......Read More
2684 Views
2 Answers
Moon Kang 🚀
Front Director, Digital Demand Generation • July 21
Yes. It's nothing out of this world -- typical UTM parameters pass all the way through to the contact record, which, when an opportunity is created on the same account, passes through to the opportunity record, which we follow all the way down to closed-won. We then look at LTV:CAC down to the ut......Read More
805 Views