Demand Collective

Demand Collective is hosting The Catalina Demand Mixer – Register at the link. We bring demand marketers together to talk through the challenges that plague our professions. We introduce you to likeminded demand gen folks of a middle to senior level so you can get past the entry-level questions and really dig into the strategic components of demand gen. This job is hard, but it's a little easier when you've got your crew of people you can lean on for ideas, feedback, or a sanity check. Come meet the people who get what you're doing BECAUSE THEY'RE DOING IT TOO. Sponsored by Sendoso and ForgeX – no transparent vendor pitches, just some of our friends in the space helping us facilitate these conversations. Happy friday fellow colleagues 😎

The Catalina Demand Mixer is BACK. Last time we got together we had some fantastic groups of demand marketers who DO THE WORK and got the opportunity to meet other DG'ers going through many of the same challenges. Things like: -industry shifts towards ABM -The technical components of building attribution models -how to manage-up more senior members of your team -setting expectations around performance The feedback we got from last time's session was fantastic so we're excited to open up the doors to Demand Marketers once again. We're also joined by our friends Sendoso and ForgeX once again to help us facilitate our breakout groups. Register at the link and let us know what YOUR biggest Demand Gen challenges are so we can talk through them together. And remember it's THE CATALINA DEMAND MIXER.

Want to meet other awesome demand practitioners (who are solving the same problems as you) without leaving your bedroom? Think normal virtual events are boring and/or kinda suck at helping you meet other practitioners? Check out our upcoming virtual mixer for demand practitioners– The Catalina Demand Mixer. It’s an application-only virtual mixer for experienced demand practitioners. After applying, you’ll join curated breakout rooms of marketers solving similar problems to you! Interested? Sign up for free below! 

"Can we add a How Did You Hear About Us field to our inbound form?" A member of Demand Collective asked about attribution: with no hybrid attribution in place and the GDPR cookie requirements being largely declined they didn't have much insight into what was driving traffic to their site, much less contributing to pipeline and closed won business. So I went to their website and proceeded through the inbound flow where I saw there was no option to denote how I'd found them. Hybrid attribution is far from all-encompassing, but when you don't have even general attribution insight into 80% of your deals, that's a problem. So you start somewhere at least. "I brought this up to our Growth Marketer, but they believe it would lead to inaccurate attribution as people will just select a random option." This highlights some important distinctions, because drop-down selection for How Did You Hear About Us is for sure outdated and does lead to inaccurate results which is why you need to implement it as a required free-text field. Data-enrich everything else, minimize the ask, and the impact on conversion is pretty much negligible if anything at all. I had a similar experience a few years ago when I asked Marketing Ops if we could add a free-text How Did You Hear About Us to our inbound form, and below is the picture they sent me with no additional discussion or consideration. My advice is to come back with data and rope in an internal committee to champion the changes if this is something you're committed to improving. That being said if it's that difficult to get a form changed at your org and they're this inflexible, you may just be at the wrong org. 🤷♂️ #demandgeneration #demandcollective

Are you actually running an integrated campaign or are you simply running multiple tactics in tandem? Messaging is the glue of a campaign, the seed, the literal FOUNDATION. If your campaign doesn't utilize integrated messaging, iI would argue it might not even really be a campaign. If you're lucky enough to have a product marketer, they should help a lot with this, but I usually like to start with value prop pillars. Each of those pillars then filters down into multiple components of a campaign. For Example: If I'm running a campaign at Demand Collective we'd break it down into two or three pillars depending on bandwidth, budget, etc.: 1. I want to be better at my job. 2. I want to meet Demand Marketers who are skilled in their field. Great you've got your pillars, now within those pillars you'd think through what pieces support those pillars. You might list out your supporting content, grouped together by those pillars to then identify a) what pillar has more supporting content b) understand what gaps in your content library there are. 1) one-pagers (pm / case study / social proof) 2) videos (MISSING) 3) blog posts 4) Third-Party reviews Seeing videos missing, it becomes an opportunity to run a campaign centered on video to a) meet the missing needs of your content diversification and b) simultaneously explore a previously underutilized format that can then serve as fuel for cascading content in future campaigns. So you decide on videos as the priority for new content in this campaign. Your next move is to look at how those videos can echo the overall messaging of this pillar. We know our pillar is "I want to get better at my job." Remember the goal here is to have INTEGRATED messaging, otherwise it's just a pile of "evergreen" content nobody looks at. Look to every source you can of the taxonomy of your audience. Learn how they speak to the problem you're solving in your messaging pillar. *If you utilize Google Ads this is a good place to leverage your keywords/ search queries driving conversions as a starting point. Other good places to look include reviews like G2 not just of your product, but of other competitor or industry adjacent companies as well. With those pieces in place, every piece of content developed should reaffirm that pillar. So we can approach it from several angles. In this case we want our assets to help DG marketers get better at their jobs so then we decide: Videos (as previously identified gap) centered on topics like: -How to establish a campaign tactics plan -Full funnel forecasting -Additional paid media training All of these build your campaign. And they all echo the solution to "I want to get better at my job" specifically for Demand Gen marketers. From there you can finally decide on tactics -->> length --->> KPIs etc. And of course this all goes with assuming you know your audience. If your team is currently challenged with campaign ideation, planning, and execution, please don't hesitate to reach out!

Are you tapping into your company network to generate pipeline? There's an invisible, mostly untapped, pipeline of leads that sits just one connection away from your team and company stakeholders. Olivier Roth is CGO at The Swarm where they're pioneering a new motion called "Go-To-Network". The concept is to combine your team's and stakeholders' connections all in one place, and tap into their networks for warm outbound. Join to learn about this motion and how to integrate this play in your arsenal!