How do you build a consistent lead generation framework across channels for your product? What kind of a martech stack do you suggest for beginners?

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Developer Marketing Lead, Google Assistant, Google | Formerly DocuSign • January 18

Answering this based on the context of the question being asked from the POV of a CRM vendor looking to scale: The biggest challenge I've come across is attribution. The framework to drive consistent lead generation really focuses on the mediums, but any marketer is going to test and optimize based on what drives return in their specific org. Those decisions are going to stem from what's working and what isn't. So that portion will fall into place relatively seamlessly. The piece that's a bit harder to solve is confidence in what that data is saying, which is because we're often handed firs...

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Danny Sack

Director Product Marketing, SAP

Every time I join a new organization, I ask for the same things: * List of key contacts in the sales, marketing, and product teams * Key buyer/user personas * Existing product materials * KPIs for the team From there I construct a 30-60-90 day plan to meet people, learn the products, and craft a strategy for the products that will lead to measurable success.

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Div Manickam

Our messaging and positioning starts with this framework below. We combined messaging and positioning into one document and have it built out for each product, solution, and industry. We engage with product management to start and confirm the value proposition, key personas and their pain points based on current learnings from customers. Then we validate our messaging with sales, presales to gain insights into prospect conversations. This has become the guide for the content/editorial team and the other teams in marketing to help articulate business value. undefined [https://i.imgur.c...

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Krithika Muthukumar

Head of Marketing, Retool

We now offer upwards of a dozen products on the Stripe platform that go way beyond payments processing—from products for incorporation and billing management to fraud prevention and managing corporate spending. To manage the growing complexity, we introduced the concept of Anchor Tenants at Stripe this year. (This term comes from American malls, where there may be a large store that draws customers and traffic for the smaller stores.) For us, those are our core products: Payments (payments acceptance), Connect (marketplaces and platforms), and Billing (recurring revenue and invoicing). The...

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Vishal Naik

Developer Marketing Lead, Google Assistant, Google | Formerly DocuSign

Market research is a pretty valuable data point in terms of prioritizing verticals (or any other segmentation slice), but so too is your product ownership point of view and your internal usage data. So you don't need to lean on external research, but it can certainly augment your other efforts. I think there's value in looking at 1p, 2p and 3p input sources in coordination with each other. Where we have used external research towards our segmentation processes is when we do message testing measured across different user groups and then review any consideration or preference gains we see ac...

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