Ami Denman

 At a high level: Joint planning: including market landscape analysis, Ideal Customer Profile alignment, customer journey mapping, potential campaign brainstorming, resource planning and success metrics Operational alignment: lead scoring criteria, campaign calendars, dashboards, content library (enablement & marketing assets) Enablement & training:  Holding sessions for both Demand Gen and Sales to learn about product/markets from Product marketing. Creating a Launch Playbook with messa ...Read More

Demand Gen (DG) and Integrated Campaigns teams are often at the intersection of several team’s work. Building strong relationships starts with understanding what each team does, their goals and how DG’s work and theirs contributes and or compliments each other. Once you know what each function cares about, what they can accomplish with the resources they have (or don’t), you can find common ground, leverage each other’s expertise and know how you can move each other’s goals forward. The key is b ...Read More

In order to collaborate with other teams using our tech stack to align DG efforts to business goals we need the following foundations:  A source of truth for all data. Whether it’s a CDP and/or CRM we need all of our data to live in the same place.  Next we need an integrated tech stack so all of our marketing platforms, marketing automation, Sales, Product and dashboarding tools can talk to each other so we can share data across functions We also need to set up processes to help us work with di ...Read More

Great question. Like most everything, it starts with the business goal/program/project; what are we trying to get done? To avoid this question throughout the project or day-to-day, it’s best to agree on roles and responsibilities from the beginning. Generally, my approach while working with these  is:  First, keep a collaborative mindset. The end goal is figuring out how to get the best work out there, not “who has the power”. Both teams have expertise which should make 1+1 = 3 instead of 2. Ide ...Read More

When taking feedback during projects, I prioritize feedback from Approvers and Contributors. An Approver usually is executive sponsor (or maybe a group of executives) - this input is critical as they are shaping the vision and strategy for the business. Contributors tend to be cross-functional subject matter experts who are looking to deliver on the most successful outcome for the project and they will be the ones who should be calling out risks and solutions.   When considering feedback, there ...Read More

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 letting people experience your product's value and building relationships where your audience already is.  Traditional domain to drive leads:  Content marketing - blogs, whitepapers, webinars, thought leadership Events - conferences, trade shows, virtual events, workshops Digital campaigns - paid social, display ads, sponsored conte ...Read More

Most teams have insights that are really helpful, especially teams that touch customers. Here are some examples specific insights from different teams:  Product marketing:  Buying committee personas: which personas are on a buying committee and what decision criteria is important to each Buyer’s journey - actions, questions and interactions customers make from problem identification to purchase.  Competitive positioning  Sales: Pain points they hear about from customers  Messaging that resonates ...Read More