Franki Chamaki

1. Audit existing channels: What is working, why, and what is not working? Why? Gather data on the performance of each channel, including metrics like conversion rates, cost per lead, and return on investment (ROI). Determine gaps. 2. Understand your UVP and target audience: Gain a deep understanding of the company's UVP and target audience. Speak with customers, and listen to calls to identify the key characteristics, pain points, and channels they use to get information and be informed. 3. Understand your industry and competitor landscape: Research the industry and competitive landscape in which your company operates. Look for any gaps or untapped opportunities that you can leverage to gain a competitive advantage or potential conferences and associations with partners. Bonus Step: Experiment & Repeat above.

In any demand generation role, you are very clear on the "must-have" KPIs e.g., ROI, MLQs, conversion Rate, CPL, etc. This is all about being "efficient," but you also need to be "effective", and to me, it's 80% (efficient) / 20% (effective) = Complete KPI Effective means are more qualitative, such as how well they interact with the sales, product, and customer success teams to support and collaborate. This comes to getting regular qualitative feedback. E.g., "Please provide an example of a recent interaction or collaboration you had with the sales team, product teams, or customer success team. How would you rate this interaction's effectiveness (1 to 5), and what could have been done differently to improve the collaboration and support provided?"

Before you start any Demand Generation strategy, step back and ask, what are the company goals? Have they changed? Review your UVP and ICP. Do these still ring true? It's also important to review/audit what has worked well in the past and what has not. Tactics and inform strategy. This can involve conducting internal (ie sales, customer success, and product team) and customer audits and running clearly defined experiments. Analyze results, their strengths and limitations and formulate your demand generation strategy that is grounded by reality.

They serve as powerful social proof, building credibility and trust with potential customers. Testimonials provide real-world evidence of the value and benefits of the product or service, helping to overcome objections and instill confidence in prospects. Incorporating customer and partner testimonials in various content formats, such as videos, case studies, and quotes, enhance the campaign's effectiveness by leveraging the voice of satisfied customers. The challenge is getting customer success or the sales team to help facilitate this. So stakeholder engagement as a skill can be as crucial as the testimonial itself.