Jordan Hwang

VP of Marketing, OpenPhone

Content

As a hiring manager, what do the best demand generation candidates have in common?

Jordan Hwang

OpenPhone VP of Marketing • April 20

For me, the best demand generation candidates are growth-oriented, have customer empathy, and have a strong quantitative bent. For growth-oriented, this means that they likely have some combination of the following: * Natural curiosity - What's working/not working? Why? What can I do diff......Read More

873 Views

What does your demand generation team org structure look like?

Jordan Hwang

OpenPhone VP of Marketing • April 20

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

816 Views

How do you break down responsibilities and KPIs between demand generation and product marketing?

Jordan Hwang

OpenPhone VP of Marketing • April 20

My general framework is as follows: * PMM is likely to bring the best holistic qualitative insights to the table from the work that they're doing * Demand Generation is likely to bring the best live quantitative data to the table from the work that they're doing Because of that, it's a ......Read More

809 Views

If your demand generation team has only 1 or 2 people responsible for covering multiple products with complex features, how would you recommend dividing the workload in the short-term so as best to support long-term growth and expansion of the team?

Jordan Hwang

OpenPhone VP of Marketing • April 20

For me, it all boils down to what's the most impactful. Generally speaking, we find more short-term and long-term success by going for depth vs. breadth. The key question to answer is: How do you know where to place your bets? I like to use a betting framework for this. The key is to unders......Read More

756 Views

Do you have any advice for a junior who is a first demand generation hire?

Jordan Hwang

OpenPhone VP of Marketing • April 20

Be comfortable being junior, and the first demand generation hire. This means that you're acknowledging two things: * You don't have a lot of outside experience to draw on * You don't have someone inside the company who will be able to provide you with a lot of coaching/guidance If you......Read More

750 Views

How do you communicate demand generation updates and activities to the rest of the company?

Jordan Hwang

OpenPhone VP of Marketing • April 20

I generally like to communicate through two types of vehicles: Weekly progress updates - this is meant to convey what's happening now * Performance metrics (absolute numbers, performance vs. goal, YoY %) * Drivers of above performance (i.e. what's causing it) * Adjustments that will be mad......Read More

745 Views

What is an important KPI that you see demand generation teams completely missing?

Jordan Hwang

OpenPhone VP of Marketing • April 20

The biggest thing that many demand generation teams miss is a Revenue metric. Typical ones to think of are: * ARR * Customers * Pipeline ($ based) * # of Opportunities For many demand generation teams, there's a tendency to believe that their job is done when the lead is there (MQL, PQ......Read More

599 Views

I’m the first Demand Generation hire in my company. What advice would you give to someone tasked with establishing this function in an existing business structure?

Jordan Hwang

OpenPhone VP of Marketing • April 20

Understand what's currently working when you come in, and accelerate it. If you're in an established business, they must be doing something right to be generating demand and revenue right now. Understanding what that is will help you from a prioritization and early impact standpoint. Over ......Read More

570 Views

What's your framework to prioritizing needs/deliverables when you're the first demand generation manager at a company establishing the function?

Jordan Hwang

OpenPhone VP of Marketing • April 20

Known impact above all else. Find the most impactful thing to work on as quickly as possible. To get there, I use the following. 1. Create a short list of items to focus on by using: * Critical thinking (i.e. who's my desired customer, what matters to them, where do they hang out, etc......Read More