Demand Generation

Innovation & Strategy:

Create, Engage, and Convert Prospects to Pipeline

Stephanie Eng
Demand Generation Onboarding Plan
30 Day Plan - Understand
▪ Meet with marketing/sales team
members to understand their role
and business objectives for projects
we will be collaborating on together
▪ Understand platform environments
HubSpot/Marketo, Salesforce, and
current MarTech stack
▪ Understand the current journey of
the lead lifecycle from origination to
close-won
▪ Review digital presence and be up
to speed with the latest offerings
and marketing collateral
• Arrange meeting with Sales and
Marketing stakeholders to evaluate
strengths and areas for
improvement
60 Day Plan - Learn
▪ Gain a comprehensive
understanding of ongoing demand
generation campaigns calendar
▪ Review and understand performance
metrics on past campaigns
▪ Review current sale’s pipeline,
opportunity origination, and
conversion rates by stage
▪ Familiarize myself with current list
builds, emails, landing pages,
integrated forms, and nurture
programs
▪ Understand the current marketing
database including lead lifecycle
demographic and behavioral scoring
Next Steps - Build
▪ Create an integrated marketing
campaigns calendar
▪ Evaluate additional MarTech
resources to onboard (if necessary)
▪ Evaluate additional partners and
vendors for 3rd-party programs to
expand our reach
▪ Grow our database with net new
leads
▪ Create reports and dashboards to
track marketing campaigns
effectiveness and strategize on new
ideas and tactics for improvement
 Demand Generation Scenario
Goal: Create a scalable lead generation program that increases demand pipeline for enterprise and mid-market accounts across the retail space.

Phase 1: Data Analysis (2-3 weeks) Phase 2: Cross-Collaboration (2 weeks) Phase 3: Program Development (3 weeks)

Marketing Qualified Leads Opportunities by Lead 1. Product Marketing/Creative Team to create a Marketing Campaigns Master Calendar
by Source Source content calendar for upcoming assets
• Internal Programs: Webinars/Product
o Given our timeline, do we need to tours/Email Content Programs/nurture
contract writers?
stream/SDR Cadences
2. Field/Event Marketing for Retail Organization
focused events, conferences, sponsorships, • 3rd-Party Programs – Budget and CPL
and/or tradeshows o Content Syndication
o Webinars
3. Digital Marketing to review ongoing content o List Rentals
plans and how we can incorporate retail
o Display Ads
focused promotions on our website, social
o Blogs
media, and SEO
• State of the current Mid-Market / Enterprise Database
4. Sales Development and Account Executive • Share and review the Marketing Campaigns
o Marketable Leads team: Calendar
o Team SLAs
Average MQL volume/month o BANT/Cheat card for retal centric
o o Upcoming dates and deadlines
prospects
o Average opportunity volume/month
o SDR team to highlight ongoing
• Lead Source and Engagement campaigns and how to approach
incoming leads
o First-Touch Attribution – Top 5 MQL Lead
Sources 5. Final review with Industry Stakeholders

o Multi-Touch Attribution – Top 5 contributors to

MQL from Lead Engagement
• Marketing Campaigns Team / Marketing Operations /
Sales Operations Reports
Demand Generation Scenario – continued
Post - Launch
● Short Term Measurements < 6 Months
o Volume of Net New Leads
o Monthly MQLs and Opportunities
o Campaign Performance
▪ Emails: Clicks / CTR / Opens / CTO
▪ Webinars: Registrations / Attendees / No Shows
▪ Banner Display Ads: Clicks / Downloads
● Long Term Measurements 6 + Months
o Progression of Net New Leads
Program Accelerators
● Account Based Marketing – Leverage intent data to
identify target accounts, then devise a multi-tactical
marketing approach for outreach
● Database Expansion by list purchase
● Artificial Intelligence / Machine Learning Tools - identify
accounts by buying stage and create campaigns to push
them through the funnel.
○ Build lookalike accounts based on previous
opportunities
○ Deliver relevant content via Reactful / Website Chat

Consideration
o Programs costs and ROI in the opportunity pipeline

Decision
Awareness

Purchase
Conversion efficiency ratios
Engaged Accounts Not Engaged
QUESTIONS
Disclaimer about this presentation
• THE INFORMATION IN THIS PRESENTATION IS STRICTLY CONFIDENTIAL AND PROPRIETARY TO STEPHANIE ENG.
• THIS PRESENTATION AND IT’S ADDENDUM MAY NOT BE DISCLOSED, REPRODUCED OR REDISTRIBUTED WITHOUT THE PERMISSION AND/OR THE
WRITTEN CONSENT OF STEPHANIE ENG.