Profile
Laura Lewis

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

Laura Lewis
Laura Lewis
Addigy Director | Head of MarketingOctober 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
1202 Views
Laura Lewis
Laura Lewis
Addigy Director | Head of MarketingJuly 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
968 Views
Laura Lewis
Laura Lewis
Addigy Director | Head of MarketingOctober 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
962 Views
Laura Lewis
Laura Lewis
Addigy Director | Head of MarketingOctober 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
957 Views
Laura Lewis
Laura Lewis
Addigy Director | Head of MarketingOctober 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
925 Views
Laura Lewis
Laura Lewis
Addigy Director | Head of MarketingOctober 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
916 Views
Laura Lewis
Laura Lewis
Addigy Director | Head of MarketingOctober 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
909 Views
Laura Lewis
Laura Lewis
Addigy Director | Head of MarketingJuly 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
747 Views
Laura Lewis
Laura Lewis
Addigy Director | Head of MarketingApril 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
722 Views
Laura Lewis
Laura Lewis
Addigy Director | Head of MarketingApril 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
658 Views
Credentials & Highlights
Director | Head of Marketing at Addigy
Formerly Qualia, Progress
Top Demand Generation Mentor List
Top 10 Demand Generation Contributor
Lives In Atlanta, GA
Knows About SMB Demand Gen, Event Marketing, Demand Generation Interviews, Event Marketing Strate...more