Hiring and Training Demand Gen with SaaS Sat

1.?????Define the role of Demand Gen, stages of the role, what comprises day-to-day work?

Demand generation?is where an organization uses marketing to drive awareness and interest in a company's products and/or services.

While?demand generation?and?lead generation?would seem interchangeable,?demand generation?focuses on brand awareness and product education at the top of the funnel, where?lead generation?is focused on converting prospects into qualified?leads?that can be nurtured into becoming customers.

B2B demand generation?is, in a nutshell, a form of marketing that creates interest in a product or service. However, unlike standard marketing and advertising, the purpose here is to provide an answer to a problem a business might be facing. A tool or offering that overcomes the pain points they experience.

Demand generation strategies?help B2B businesses develop awareness and interest amongst their target audience. It's a methodology used by sales and marketing teams to build?demand?for a product/service at every step of the buyer journey.

Demand generation?managers oversee all of the tactics used to develop and cultivate long-term customer relationships. They use their skills and strategic knowledge to help businesses enter and succeed in new markets, advertise and sell new products, and fine-tune their customer experience programs.

Demand generation?is a marketing powerhouse that builds brand awareness, increases traffic, and secures new leads. Demand generation?strategies often include blogging, downloadable content, webinars, podcasts, videos, influencer marketing, PR campaigns, SEO, and more.

Inshort Demand generation is the execution part of any campaign (that might be a hook, lead magnet, Lead scoring , ABM campaigns etc)
        

Capture active and passive interest in the market.

Eg of Demand Generation if you have a CRM product you can market them to HR for HRMS solutions as well.

Sometimes the buyer does not know the pain point.

2.?????Typically, who can be a Demand Gen person.

The following combination or amalgamation of skills is required.

• Performance Marketing.
• SEO.
• Brand marketer (qualitative purposes and not the data part).
• Product Marketing (Customer retention, CAC, LTV).
• Marketing automation (Lifecycles, upselling, cross-selling).
• Top of the funnel marketing strategies.

3.?????Describe the Demand Gen for early-stage startups with (30-60-90 days growth)

30-60 days

• Series A startup should focus on How to generate Leads.
• What exactly is the product, who are you selling to.

60-90 days

• What will impact immediately? For Eg Optimize landing pages or paid ads.
• Whom are you pitching to, how and what are the channels you are pitching to.
• Affiliates, the third party buying media.

Trifecta for Demand Gen : Budget + Expectation + ACV (Annual Contract Value)

        

B2B SaaS companies are mostly unsure of how to approach their paid marketing budget. Many of them are familiar with the 3:1 “Golden Ratio” for customer lifetime value (LTV) and customer acquisition cost (CAC).

4.?????What are the sources or hiring holes or who can be the best bet to role play for Demand Gen

• Product Marketer.
• Marketing automation.
• Product Manager who wishes to transition to product marketing.
• MBA grads (as Customer is the first focal point due to first principles level approach).
• Competitor.
• Performance marketer + Top of the funnel marketer ( B2C roles can also perform as well).

5.?????A Demand Gen career path to upskill

• Intermediate or senior Demand Gen Marketer.

Spend more time with Sales + Product managers = Bootcamp.

With Sales (attend mock calls, shadowing +Customer lifecycle journey).

• ??For Entry-level to intermediate Demand Gen marketer.

( it’s a dexterous position to be in. The best gateway to Demand gen are some of the below-mentioned skills and roles)

Should be a quintessential 360degree marketer with knowledge of Customer retention and the Lifecycle of the product. It can shift from 1 person to a team that is multiskilled.

Marketing operations background.

Peripheral roles (depends on the scale of the company).

Product marketing + Field Marketing.

Channel owners.

Jack of all trades (Marketing Operations + Revenue Operations).

6.?????How a Demand Gen person can upskill from time to time

Go Live connect with subject matter experts, networking, peers, newsletters, be cognizant of the updates, having a mentor.

?Some resources to look in for

https://gaps.com/

https://backlinko.com

https://www.demandcurve.com/

Thanks to all the moderators, special guests, sponsors, and listeners out there.