The Playbook to Full Funnel Demand Generation: From Acquisition to Expansion with G2
It’s not just about an uncertain economy, it’s about evolution. Demand teams have finally evolved from a lead gen model, to a full funnel engagement model that gives prospects and customers the most meaningful connection with your brand. This stronger alignment across the marketing team—from demand gen to product and customer marketing—enables the customer journey, ensuring prospects can self-serve content and programs, and customers are onboarded to gain immediate value. And as the martech stack also continues to evolve, better in-app experiences create stickiness and enable CX to avoid churn and identify opportunities for expansion. With hands-on knowledge of lead flow, systems, campaigns, and analytics, Demand Gen teams are well positioned to not only drive acquisition but to also power the retention and expansion engine. Join this session for a timely discussion on the evolution of full-funnel demand.
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The Playbook to Full Funnel Demand Generation: From Acquisition to Expansion with G2
Notas do Editor
- Outline feedback: https://docs.google.com/document/d/1QRasb1oHYnsWvfcaRmPEpscLIIPuVok2vJ3jbboZHpQ/edit if she can include more specific examples and stories that would be great. Reminder no more than 25% of your content’s graphics can be sourced from your organizational brand or branding. Final slides are due May 19th and we will do a final review then. Outline link:https://docs.google.com/document/d/1QRasb1oHYnsWvfcaRmPEpscLIIPuVok2vJ3jbboZHpQ/edit
- Depending on where you are in your journey, early stage startup or over, 20, 30, 50M in ARR – or even 100M in ARR, we’ve seen an evolution that applies to everyone. Martech & capabilities have evolved - from the bells and whistles of automation to embracing ABM and measuring account engagement over just lead gen It’s not just about looking at leads and pipeline anymore; marketing teams are responsible for full funnel - from acquisition to retention and expansion Emergence of new martech categories & tools to embrace Tools like inflection.io, to pick up where companies like Marketo isn’t bridging the gap between customer and prospects; what to do when these people become your customers, automate outreach to them too Intent data - you can now identify folks that you know are in-market and most likely to convert, retarget & engage those people; use this effectively so your own customer success team can know if there’s churn risk
- This is all great but need to create CX regardless of where people are on their journey with you Do the right things, be a good marketer Enable at scale - think about how you want people to experience your brand Have alignment across teams: marketing ops, revops working together on specifical goals and know how to measure them; and then have the right creative team to bring it all together with the right content at right time; takes the right balance of talent & people that care
- Don’t wait for perfection - get stuff going right now. Here are 2 areas to explore and get going right now. Pick 1 of these for your organization to start with: 1) Fully embrace how to use intent data 2) Crack the code on ABM & aligning with sales on target accounts Pick 1 of these things to hone in on over the next 6-9 months - have check-points Will discuss what examples of this will look for both example ABM: If you're really doing ABM, you've agreed (marketing & sales are aligned on the 50 accounts), every week marketing will show sales all the things on relevant accounts & explain what they’re doing to reach the right persona; more More you can do with hyperfocus and intention the better; don’t throw $ around on several audiences that might not care about what you're doing - intention, find out who they are, hook them, rinse & repeat Figure out how to use social and organic channels to help you move the needle and don’t rely only on paid media