Marketers perform all sorts of important functions, from brand campaigns to assisting PR. But if a marketer isn’t filling the pipeline, nothing else matters, according to Scott Holden, CMO of ThoughtSpot. On this episode of Demand Gen Visionaries, he tell us that the most important duties of a demand gen marketer are to know their numbers, answer for them, and be able to explain why they are where they are. Because if you can measure, then you can manage and grow.

Key Takeaways:

• Any good demand gen strategy will include a segmentation plan. It’s impossible to have a good demand gen strategy that focuses on all potential accounts equally.
• LinkedIn is quickly becoming an uncuttable channel for many demand gen teams because of the way that it allows them to target specific accounts.
• While the cancellation of in-person events has been a blow for many B2B marketers, it can be an advantage for those who realize that senior-level execs are easier to get access to than ever.

Quotes:

• “The number one job for a marketing leader is pipeline creation. If I'm not hitting my pipeline target for the sales team, nothing else matters.”
• “We've got hundreds of campaigns running at any given point of time. Marketing these days is an all-out, guns blazing affair.”
• “Segmentation strategy is critical, but it just doesn’t fly at all if you don’t have sales bought in. If they’re not ready to segment accounts and narrow the focus to a reasonable level, then it won’t work.”
• “It’s the golden age of data. In particular, being able to pull data from nontraditional sources together and analyze quickly across them is crucial.”

Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.