Profile
Matt Hummel

Matt Hummel

Vice President of Marketing, Demandbase

Content

Matt Hummel
Matt Hummel
Pipeline360 Vice President of MarketingJanuary 31
Walk me through your favorite campaign.  I love this question but it's pretty open-ended and can reveal a lot about the way in which a candidate thinks. Did they understand their audience? Did they design their program in a way to achieve the goals? Did it even have established goals? Was in c...Read More
1158 Views
Matt Hummel
Matt Hummel
Pipeline360 Vice President of MarketingMay 31
To a degree this remains trial and error / a bit fluid. However, we are seeing that not over-relying on one form vs. another is the best approach. For example, webinars used to print pipeline, as did on-demand webinars. Post COVID, webinars became everything and eventually it caught up as comp...Read More
1099 Views
Matt Hummel
Matt Hummel
Pipeline360 Vice President of MarketingFebruary 28
I'll provide a high-level framework I've used at a few companies, which is not totally unique to me, but has proven very helpful: First 30 Days: LEARN!!! Products (sit on demos, sales calls, web training), people (primarily your team/relevant stakeholders), process (helpful to know how to get ...Read More
907 Views
Matt Hummel
Matt Hummel
Pipeline360 Vice President of MarketingFebruary 28
Build a demand playbook. This forces you to get under the hood on how demand is created at your organization. Map out the entire process from awareness to advocacy, and everything in between. This will help you understand if there are any gaps in the process - for example, is demand gen (or even ...Read More
825 Views
Matt Hummel
Matt Hummel
Pipeline360 Vice President of MarketingFebruary 28
I've been in both situations, and you really do need the same talent to be successful, it's just how you prioritize and ultimately staff that can be different.  For example, you'll often see at small companies a sole digital marketer driving demand which unfortunately is mostly through top-of-...Read More
822 Views
Matt Hummel
Matt Hummel
Pipeline360 Vice President of MarketingJanuary 31
I believe there are two keys to growing your career as a demand marketer: * Know your numbers * Own your numbers Now this isn't to say demand gen is all about pipeline. There's more to unpack here. Knowing your numbers means knowing what's required to achieve the plan, both from a marketing p...Read More
756 Views
Matt Hummel
Matt Hummel
Pipeline360 Vice President of MarketingJanuary 31
The best demand gen candidates bring a balance of art and science! Demand Gen is not just being a digital marketer, and it's not just being really creative. It's so much more, and the best candidates I've worked with bring an appreciation of the customer to the forefront of the discussion. They c...Read More
706 Views
Matt Hummel
Matt Hummel
Pipeline360 Vice President of MarketingJanuary 31
This is a great question, and like most questions, there isn't one perfect answer. It really depends on the organization (size, growth rate, etc.), but I'll share some key things I would certainly want to evaluate for most situations. * Available support: unless they are expecting you to do eve...Read More
638 Views
Matt Hummel
Matt Hummel
Pipeline360 Vice President of MarketingMay 31
I always start with a comprehensive audit, focusing generally on the following areas. I evaluate a combination of qualitative and quantitative factors which allows me to have a clear understanding of the maturity of the function. The key is knowing what good looks like / being able to know where ...Read More
606 Views
Matt Hummel
Matt Hummel
Pipeline360 Vice President of MarketingJanuary 31
Demand generation encompasses so many unique skills - both technical, but also business acumen. I'd contend there is no perfect singular answer to this question, as each company's situation will be unique and have some nuance around what skills would be most beneficial. With that said, there a...Read More
549 Views
Credentials & Highlights
Vice President of Marketing at Pipeline360
Top Demand Generation Mentor List
Top 10 Demand Generation Contributor
Knows About SMB Demand Gen, Customer Marketing Strategy, Integrated Campaign Marketing, Demand Ge...more