Episode 106: Building a demand gen program from scratch: planning, budgeting & execs buy-in with Sam Kuenhle
Full-Funnel B2B Marketing Show
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Marketing Plus Overhead
The final tab is marketing plus overhead. Overhead includes the resources of employing people, agencies and building content. Just because you're on a platform doesn't mean that it's going to work and scale the same. You'll want to look at what keywords are turning people into actual customers for us.
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Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl
Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
RESOURCEST
Example model: https://docs.google.com/spreadsheets/d/1V9TWYzFTEwqGFrKacfsUEh-eDibDS8c-/edit#gid=728008133
Search analysis template: https://docs.google.com/spreadsheets/d/15m82m0z-PMJrWdrlsaqO8TT7E4kuhe_ygjWzFEd7GSc/edit#gid=0
Budget split between create + capture: https://www.linkedin.com/posts/samkuehnle_marketing-digitalmarketing-demandgeneration-activity-6942091873549221888-EfpV/
Paid search analysis walkthrough: https://www.linkedin.com/feed/update/urn:li:activity:6900057641561714688/?updateEntityUrn=urn%3Ali%3Afs_feedUpdate%3A%28V2%2Curn%3Ali%3Aactivity%3A6900057641561714688%29
Content consumption by medium: https://www.linkedin.com/feed/update/urn:li:activity:6906580138381623297/?updateEntityUrn=urn%3Ali%3Afs_feedUpdate%3A%28V2%2Curn%3Ali%3Aactivity%3A6906580138381623297%29
HOW TO BUILD A B2B DEMAND GEN STRATEGY FROM SCRATCH
1. DEVELOP A DEMAND GEN STRATEGY.
Demand gen is not a bunch of organic and paid tactics. Make sure you have:
* Clear ICP
* Marketing message
* Goals and resources
2. RUN CUSTOMER RESEARCH.
Run customer interviews and analyze the digital behavior of your buyers to understand:
* What channels do your buyers use for education and research?
* What are the questions and topics they are interested in?
* What are their KPIs, โjobs to be doneโ and the typical challenges?
* Who do they follow and trust?
* What communities/associations do they engage with?
3. CATEGORIZE DEMAND TOPICS
1. B๐ฎ๐ฌ๐ข๐ง๐๐ฌ๐ฌ ๐ญ๐ซ๐ข๐ ๐ ๐๐ซ๐ฌ ๐ญ๐ก๐๐ญ ๐๐๐ง ๐ฉ๐ฎ๐ฌ๐ก ๐ฒ๐จ๐ฎ๐ซ ๐๐ฎ๐ฒ๐๐ซ๐ฌ ๐ญ๐จ ๐ฌ๐๐๐ซ๐๐ก ๐๐จ๐ซ ๐ฌ๐จ๐ฅ๐ฎ๐ญ๐ข๐จ๐ง๐ฌ.
2. D๐๐ฆ๐๐ง๐ ๐ญ๐ซ๐ข๐ ๐ ๐๐ซ๐ฌ: what can attract their interest and motivate them to learn more about the problem or an opportunity?
3. ๐๐ข๐ฌ๐๐จ๐ฏ๐๐ซ๐ข๐ง๐ ๐๐ง๐ ๐๐ฏ๐๐ฅ๐ฎ๐๐ญ๐ข๐ง๐ ๐ฌ๐จ๐ฅ๐ฎ๐ญ๐ข๐จ๐ง๐ฌ.
4. ๐๐๐๐ข๐ฌ๐ข๐จ๐ง-๐ฆ๐๐ค๐ข๐ง๐ : what can influence their decision?
4. PRIORITIZE CAMPAIGNS.
Map out all demand campaigns you believe make sense to launch. Prioritize by:
* scope,
* budget,
* resources
* easiness of launching
* potential impact.
5. DEVELOP OR REFINE DEMAND CAPTURING.
Before launching a pilot demand gen campaign:
* Reduce friction points (long forms, pricing unavailable, etc.)
* Define one process of demand capturing (retargeting of engaged accounts, intent data, etc.)
6. LAUNCH A PILOT CAMPAIGN
Donโt push all of your resources into the pilot campaign. Instead:
* Define the goals and align them with sales and execs.
* Define a small pilot team
* Select only one channel and one program. Donโt do multiple things in parallel.
* Create a clear timeline and leading metrics to track progress.
7. OPERATIONALIZE
After your campaign gets traction, document the process and onboard or hire a team member to maintain the campaign.
8. CREATE A REPORT
Add a mix of self- and digital attribution (digital analytics + How did you hear about our product?) to show the impact of marketing on revenue.
9. GRADUALLY LAUNCH AND DOCUMENT NEW DEMAND GENERATION AND DEMAND CAPTURING CAMPAIGNS.
10. DOCUMENT AND BUILD A DEMAND GEN TEAM.
Donโt hire for the process that doesnโt exist in the beginning. Bring people to maintain the existing campaigns, refine them and give some space for experimentation.
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl
Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
RESOURCEST
Example model: https://docs.google.com/spreadsheets/d/1V9TWYzFTEwqGFrKacfsUEh-eDibDS8c-/edit#gid=728008133
Search analysis template: https://docs.google.com/spreadsheets/d/15m82m0z-PMJrWdrlsaqO8TT7E4kuhe_ygjWzFEd7GSc/edit#gid=0
Budget split between create + capture: https://www.linkedin.com/posts/samkuehnle_marketing-digitalmarketing-demandgeneration-activity-6942091873549221888-EfpV/
Paid search analysis walkthrough: https://www.linkedin.com/feed/update/urn:li:activity:6900057641561714688/?updateEntityUrn=urn%3Ali%3Afs_feedUpdate%3A%28V2%2Curn%3Ali%3Aactivity%3A6900057641561714688%29
Content consumption by medium: https://www.linkedin.com/feed/update/urn:li:activity:6906580138381623297/?updateEntityUrn=urn%3Ali%3Afs_feedUpdate%3A%28V2%2Curn%3Ali%3Aactivity%3A6906580138381623297%29
HOW TO BUILD A B2B DEMAND GEN STRATEGY FROM SCRATCH
1. DEVELOP A DEMAND GEN STRATEGY.
Demand gen is not a bunch of organic and paid tactics. Make sure you have:
* Clear ICP
* Marketing message
* Goals and resources
2. RUN CUSTOMER RESEARCH.
Run customer interviews and analyze the digital behavior of your buyers to understand:
* What channels do your buyers use for education and research?
* What are the questions and topics they are interested in?
* What are their KPIs, โjobs to be doneโ and the typical challenges?
* Who do they follow and trust?
* What communities/associations do they engage with?
3. CATEGORIZE DEMAND TOPICS
1. B๐ฎ๐ฌ๐ข๐ง๐๐ฌ๐ฌ ๐ญ๐ซ๐ข๐ ๐ ๐๐ซ๐ฌ ๐ญ๐ก๐๐ญ ๐๐๐ง ๐ฉ๐ฎ๐ฌ๐ก ๐ฒ๐จ๐ฎ๐ซ ๐๐ฎ๐ฒ๐๐ซ๐ฌ ๐ญ๐จ ๐ฌ๐๐๐ซ๐๐ก ๐๐จ๐ซ ๐ฌ๐จ๐ฅ๐ฎ๐ญ๐ข๐จ๐ง๐ฌ.
2. D๐๐ฆ๐๐ง๐ ๐ญ๐ซ๐ข๐ ๐ ๐๐ซ๐ฌ: what can attract their interest and motivate them to learn more about the problem or an opportunity?
3. ๐๐ข๐ฌ๐๐จ๐ฏ๐๐ซ๐ข๐ง๐ ๐๐ง๐ ๐๐ฏ๐๐ฅ๐ฎ๐๐ญ๐ข๐ง๐ ๐ฌ๐จ๐ฅ๐ฎ๐ญ๐ข๐จ๐ง๐ฌ.
4. ๐๐๐๐ข๐ฌ๐ข๐จ๐ง-๐ฆ๐๐ค๐ข๐ง๐ : what can influence their decision?
4. PRIORITIZE CAMPAIGNS.
Map out all demand campaigns you believe make sense to launch. Prioritize by:
* scope,
* budget,
* resources
* easiness of launching
* potential impact.
5. DEVELOP OR REFINE DEMAND CAPTURING.
Before launching a pilot demand gen campaign:
* Reduce friction points (long forms, pricing unavailable, etc.)
* Define one process of demand capturing (retargeting of engaged accounts, intent data, etc.)
6. LAUNCH A PILOT CAMPAIGN
Donโt push all of your resources into the pilot campaign. Instead:
* Define the goals and align them with sales and execs.
* Define a small pilot team
* Select only one channel and one program. Donโt do multiple things in parallel.
* Create a clear timeline and leading metrics to track progress.
7. OPERATIONALIZE
After your campaign gets traction, document the process and onboard or hire a team member to maintain the campaign.
8. CREATE A REPORT
Add a mix of self- and digital attribution (digital analytics + How did you hear about our product?) to show the impact of marketing on revenue.
9. GRADUALLY LAUNCH AND DOCUMENT NEW DEMAND GENERATION AND DEMAND CAPTURING CAMPAIGNS.
10. DOCUMENT AND BUILD A DEMAND GEN TEAM.
Donโt hire for the process that doesnโt exist in the beginning. Bring people to maintain the existing campaigns, refine them and give some space for experimentation.
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