Moon Kang 🚀

Director, Digital Demand Generation, Front

About

I'm a customer-obsessed, data-driven marketer focused on full funnel optimization at Front. My goal at Front is to strategize, launch, and optimize world-class [digital] marketing initiatives with an "always be testing" model to create the most fr......more

Content

What are the most important Demand Gen metrics you focus on and what cadence do you review them?

Moon Kang 🚀

Front Director, Digital Demand Generation • July 20

I break out the DG metrics into two groups: 1. Demand generation Here I focused on generating demand through "push" campaigns to our ICP accounts. I call this "push" because I am essentially shoving our ads in front of folks who never asked for it. I look at things like ad impressions, CTR, e......Read More

1679 Views

What data do you need to justify out-of-home ad spend? How do you measure success?

Moon Kang 🚀

Front Director, Digital Demand Generation • July 20

OOH is admittedly something I am not too experienced in. In the past, I've run geofenced display and paid social ads but those were more or less attributable to that region, so it was a hybrid OOH and digital campaign (probably closer to a directly attributable digital campaign). However, my ......Read More

1495 Views

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

Moon Kang 🚀

Front Director, Digital Demand Generation • January 10

1. Cost per $1 of pipeline I see a lot of teams simply focus on cost per lead, then cost per opp, then cost per closed won -- but when you look at cost per $1 of pipeline, or even better, cost per $1 of annual recurring revenue, you will start to understand how efficient your demand gen machine ......Read More

1328 Views

What is the difference between data, analytics & metrics?

Moon Kang 🚀

Front Director, Digital Demand Generation • July 20

I would consider data and metrics to be synonymous in most cases, however, if I had to define it individually, I'd say data is the raw format of all the little quantitative metrics we are collecting on an individual, company, or campaign. Metrics are a bit more aligned to the quantitative data th......Read More

875 Views

What are common metrics that drive different types of marketing strategies like ABM or PLG?

Moon Kang 🚀

Front Director, Digital Demand Generation • July 20

I think strategies like ABM are decided upon when you identify a strong, core ICP that you can trust both quantitatively and qualitatively. ABM requires a solid ICP to understand who to go after but strong qualitative feedback from sales leadership validates and supports that ICP. When you have t......Read More

847 Views

What types of insights are common drivers in impacting changes within Sales & Marketing?

Moon Kang 🚀

Front Director, Digital Demand Generation • July 20

Some of the insights I've seen that led to direct action items are misalignment on lead follow-up and poor multi-threading practices. If a lead comes in after seeing an ad about purple bananas, searches on Google for "purple bananas" and clicks on our ad that claims we have the best purple ba......Read More

840 Views

How do you set goals for your Demand Gen team? What do you hold them accountable to?

Moon Kang 🚀

Front Director, Digital Demand Generation • July 20

The demand gen team is goaled on inbound stage 2 Salesforce opportunities. Not only do we need to create demand, but we also have to capture it, nurture it, and progress it down the sale funnel, all while increasing velocity by removing friction at every stage of the prospects' journey. The i......Read More

836 Views

What are typical organization structures that you’ve seen successful for teams who are working in data and analytics? Like RevOps for ex.

Moon Kang 🚀

Front Director, Digital Demand Generation • July 20

I believe a successful structure requires a robust data analyst on both Marketing and RevOps. The RevOps analyst is very important because they decide, based on the company's revenue goals, how many various SFDC stages are needed to hit that goal. They understand the stages and their progression ......Read More

831 Views

What's your process for figuring out what metrics to hold demand generation accountable for?

Moon Kang 🚀

Front Director, Digital Demand Generation • January 10

Demand gen is responsible for every stage of the funnel but accountable for stages where they have ~50%+ of the influence on that stage compared to sales. For example, Demand generation at the awareness stage is 100% responsible for delivering that message to the masses by driving the DG mac......Read More

803 Views

Are you able to tie revenue all the way back to campaigns and spend? And if so, what tools do you use to do that?

Moon Kang 🚀

Front Director, Digital Demand Generation • July 20

Yes. It's nothing out of this world -- typical UTM parameters pass all the way through to the contact record, which, when an opportunity is created on the same account, passes through to the opportunity record, which we follow all the way down to closed-won. We then look at LTV:CAC down to the ut......Read More