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What do best-in-class customer Marketing teams look like in terms of roles and responsibilities?

3 Answers

10,662 Views

Laura Hart

Figma Senior Director, Growth Marketing • July 26

The way that Customer Marketing teams and functions should be staffed and organized will vary greatly from company to company, especially when looking at more traditional B2B or sales-led organizations vs Product-led organizations. In my experience, though, the best way to orient the team is a......Read More

9251 Views

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Do you use intent data in your ABM model?

8 Answers

7,546 Views

Dan Ahmadi

Branch VP Demand Generation and International Marketing • September 8

I'd love to, but we have yet to find an intent vendor that has data rich enough for our specific segment that would indicate readiness to buy. For other companies, I've seen this to be really effective, especially when 10s or 100s of people might start researching something the moment a problem i......Read More

2764 Views

When should a company focus on an SEM strategy?

3 Answers

4,104 Views

Adam Kaiser

6sense VP, Growth Marketing • August 10

SEM is an excellent way for a company to get up and running by responding to demand in the market. Early-stage companies who have not established their brand can start driving interest and opportunities immediately. As an organization grows, SEM can continue to be a large part of its digital t......Read More

3114 Views

How does an integrated campaign strategy differ when designed to meet pipeline/revenue goals versus a broader, TOFU-centric goal like increasing brand awareness?

2 Answers

1,967 Views

Abhishek GP

Freshworks Senior Director - Global Demand Generation • December 1

I believe that all integrated campaigns should exist to drive pipeline & revenue (there is an exception though: when this is not true is when you are creating a category). The biggest difference between these two goals is the volume and the type of buyers you choose to ignore or add to your ca......Read More

1590 Views

What is the best way to educate internal stakeholders on Account Based Marketing in order to accurately highlight the potential benefits to the organization as a whole and to their individual teams’ functions?

5 Answers

3,690 Views

Krista Muir

Snowflake Senior Manager, Streamlit Developer Marketing • August 23

This question has a lot to unpack. Influencing change takes a LOT of time, but I would recommend starting with first principles. 3 things I would start with: * I gotta say marketing sure did a good job of marketing ourselves! However, “ABM” is not a marketing thing; it’s a holistic revenu......Read More

1592 Views

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As a hiring manager, what do the best Demand Generation candidates have in common?

4 Answers

2,123 Views

Monica Myers

Lattice Director of Demand Generation • August 24

Demand Gen is such a fun role (I know, I'm biased) because of the split because art and science. DG provides a unique opportunity to get creative and strategic in crafting new campaigns and programs, while also definitively measuring impact and analyzing results. As such, some of the best Demand ......Read More

834 Views

What should you aim to do in your first month and your first quarter?

5 Answers

3,198 Views

Sam Clarke

Second Nature VP of Marketing • March 14

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... 1. Sc......Read More

1133 Views

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

10 Answers

11,043 Views

Sierra Summers

Albertsons Companies Director of B2B Marketing • January 18

Marketing cannot close business without sales. Sales is the most important partner to marketing, ABM or not. While you can gain the support of the leadership teams, sales ops, etc, if you don't have your sales team onboard with your plans, you will not succeed. Bring your sales team into t......Read More

1665 Views

How do you develop quarterly/annual demand gen OKRs and tie those to individual projects?

5 Answers

3,259 Views

Sheena Sharma

Heap Vice President, Marketing Acquisition & Growth • August 24

* Quarterly/annual OKRs: * In an ideal world, you have a joint financial planning process between demand gen + Sales that outlines the sales bookings targets you need to hit for the year, and then broken down by quarter. * From there, say your quarterly sales bookings plan......Read More

1300 Views

What are the three attributes you look for when hiring a demand generation marketer?

2 Answers

1,293 Views

Pamela King

YouTube Product Growth Marketing - YouTube TV • July 27

So hard to nail it down to three! But these are the three attributes I find critical when hiring: * Analytical mindset: The ability to read data, analyze it and tease out challenges or areas for optimization are incredibly valuable. This is probably the biggest gap I see in some Demand G......Read More