Laura Lewis

Director | Head of Marketing, Addigy

About

Experienced Marketing leader for B2B tech/SaaS businesses, with a background in Demand Generation and Marketing Operations. Ambitious, creative, and metrics-driven with a focus on cross-functional collaboration across teams and continents. Strong ......more

Content

What is your tried and true method of assessing an organization’s goals to determine the customized proportion of inbound to outbound leads needed for success?

Laura Lewis

Addigy Director | Head of Marketing • October 25

Every organization is different, and I always start with looking at both historical data and benchmarks. Generally, the lower the average deal size, the higher the percentage of inbound leads should be. For example, if your ADS is low (let's say $5000 or under), it's not very efficient to have bo......Read More

1158 Views

What are the best questions to keep top of mind when conducting a content audit?

Laura Lewis

Addigy Director | Head of Marketing • October 25

Funnel stage, persona, and topic. 1. Funnel stage - is this content for someone who has never heard of your company and what you do before, or is it for someone who has been all over your website? The former will need to be introduced to what you do in a way that is interesting an......Read More

953 Views

In your experience, who are the most critical internal partners during the course of creating an Account Based Marketing strategy?

Laura Lewis

Addigy Director | Head of Marketing • October 25

Sales, Marketing, Customer Success, and Operations. Marketing - you're leading the charge here. You own the GTM strategy and persona and messaging research (Product Marketing), the content and asset creation (Content/Design), and the targeting and campaign launches to move the accounts down th......Read More

952 Views

What is your methodology for identifying the right company targets in an ABM strategy?

Laura Lewis

Addigy Director | Head of Marketing • October 25

There are so many ways to answer this question, depending on your GTM strategy and organization! The key, no matter the differences, it to be selective and targeted. There are likely many people you WANT to sell to, but who is most likely to actually become a Closed Won deal? That is where you ne......Read More

920 Views

Do you use intent data in your ABM model?

Laura Lewis

Addigy Director | Head of Marketing • October 25

We do! We use 6Sense, which includes an integration to Bombora, and have identified key keywords and topics that are relevant for our business. We track intent data through these topics and keywords and include them in our account segments. Someone showing no intent data and no marketing activity......Read More

907 Views

How do you measure success with 3rd party demand-generation agencies? What is your experience and did you have any success in driving demand gen through 3rd party agencies?

Laura Lewis

Addigy Director | Head of Marketing • July 27

Unfortunately, I don't have a good answer for this one. I have never actually had success with a 3rd-party demand generation agency! I truly believe this is a role that requires a level of project management and organizational understanding that you cannot outsource without heavy involvement from......Read More

907 Views

Have you been in a position to suggest implementation of updated Martech solutions and what indicated to you that a new (or additional solution) was necessary for success?

Laura Lewis

Addigy Director | Head of Marketing • October 25

When I joined my current organization, the sales & marketing teams were using Demandbase. Demandbase is a great tool for ABM, but our current implementation was not meeting our needs - the scoring model was so complex it took 10+ minutes to load, we had asked sales to log into the platform instea......Read More

905 Views

What framework do you use when assessing a new opportunity at a different company?

Laura Lewis

Addigy Director | Head of Marketing • April 6

When I'm looking for a new role, I have a couple of steps in my process. First, I narrow down the job titles and types of companies I'm looking for. This might mean I only apply to Director of Demand Generation jobs at SaaS companies over 500 employees. At the manager level, decide if you're l......Read More

714 Views

What's your best demand generation 30-60-90 day plan to make a big impact at a new company?

Laura Lewis

Addigy Director | Head of Marketing • July 27

I have some standard 30-60-90 bullets that I apply to any new role. Roughly, those look like this: 30 days - "Listen and Learn" * Complete formal onboarding * Get to know my team/boss/peers * Schedule introduction meetings with cross-functional peers * Understand my job description and......Read More

667 Views

For demand generation interviews, what are helpful resources you'd recommend and types of questions to prepare for from both hiring managers and cross-functional partners?

Laura Lewis

Addigy Director | Head of Marketing • April 6

I find interviews to be the most successful as a hiring manager when I prep the questions I want to ask in advance. For a 30-minute interview, I'll have 6 or 7 questions ready to go. These questions are a mix of situational questions "Tell me about a time when..." and more general questions aroun......Read More