Sam Clarke

As a Demand Gen Marketer, you need to make sure that your 30/60/90 day plan is skewed towards learning about the company/space. The more time you can devote to understanding the business/space/customer, the better you'll be at your job in the long run. That said, I do sprinkle these "quick wins" into my 30/60/90 plan to ensure I'm moving performance in the right direction. I find the campaigns below to be low-effort yet impactful. Run an a/b test on your website's pricing page. Chances are this ...Read More

Your first month should be 80% focused on learning the business and 20% focused on finalizing your 30/60/90 plan. For the remaining two months of the quarter, you should be 40% focused on continuing to learn the business and 60% focused on executing your plan. In the first 3 months...  Schedule one-on-ones with every team member you will interact with weekly.  Map out your existing funnel by taking the steps a prospect would. Make sure you complete every funnel step yourself, from landing on you ...Read More

If you are the first demand generation hire at a company, chances are you are going to need to advocate for some immediate changes to your funnel. They probably hired a demand generator because something needs to be addressed. However, question everything and confirm what needs to be addressed yourself. Start by mapping out the funnel in detail. Figure out every entrance into your website and then map out each following step. In addition to the mapping, record the conversion rates for each one o ...Read More

Scheduling one-on-ones with your new colleagues is one of the first steps to tackle in your 30/60/90 day plan. In fact, those conversations should influence what makes it into your final draft. You should lean on the team that has seen it firsthand versus thinking you have all the answers. When I first join a company, I make sure that I schedule meetings with at least one representative from sales, customer success, finance, business intelligence, product, and engineering. I also ask these very ...Read More

The most effective way to scale a demand generation team after hire #1#1 is by partnering with freelancers and/or agencies.  When you first join a company, understand its best and worst-performing channels. Then, compare that performance to your competitors. If your competitors are all benefiting from channels you are underperforming in, those are the areas to experiment in.  First, I will run a pilot test in each one of those channels myself. Then, whichever channels show promise, I will look f ...Read More

I would prioritize paid search and co-marketing. Here's why: While paid search can get very expensive, you can learn a lot from this channel that can then help you optimize other channels. I love paid because it's very easy to measure performance. I can see what prospects are clicking on, how many are converting to leads, and then what the overall CAC is (spend divided by customer sign ups). In addition to this, I can learn a lot about how to optimize my funnel. Ad copy can be optimized, landing ...Read More

Here at Second Nature, we've been investing a lot in identifying our TAM. We've been able to identify our target accounts through a backlinking audit from a couple of softwares that our ideal customers use. But when it comes to enriching those accounts with useful information, we are using the tool Clay. Initially I thought there was no way this tool could do a better job than enrichment platforms like Zoominfo and Clearbit but I was wrong. It's been incredible and definitely worth checking out. ...Read More

I incorporate online review sites into my overall organic strategy. Online review sites typically rank very well for non-branded terms in search engines like Google. So well actually that they are particularly difficult to leapfrog. What I'll do is list out the most important non-branded search terms for my company and then identify the review sites that rank in positions #1, #2, or #3 for those terms. I then pick the top two review sites that make up the most amount of this search real estate. ...Read More

If you find that volume is sparse in digital channels like organic and paid, here are a couple suggestions: Conferences Your prospects will always try to be leveling up. If they aren't using the world wide web for this, then they are attending their industry specific conferences. Experiment with trying a few different conferences in a calendar year just to determine if it's worthwhile to fish there. Referrals Spin up a referral program and use the network of your existing customer base to spread ...Read More

Here’s what I think are the first three steps in identifying the best channels to drive the right demand: Audit the lead source/channel for every closed-won customer from the past quarter. While other channels might drive more demand, this report will show you the channels that are bringing in the highest quality prospects. You are going to want to invest in these channels first.  Compare your current channel mix to your competitor channel mixes. This might show you key channels that your compan ...Read More