Episode 106: Building a demand gen program from scratch: planning, budgeting & execs buy-in with Sam Kuenhle

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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, “jobs to be done” and the typical challenges?
* Who do they follow and trust?
* What communities/associations do they engage with?


3. CATEGORIZE DEMAND TOPICS
1. B𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐭𝐫𝐢𝐠𝐠𝐞𝐫𝐬 𝐭𝐡𝐚𝐭 𝐜𝐚𝐧 𝐩𝐮𝐬𝐡 𝐲𝐨𝐮𝐫 𝐛𝐮𝐲𝐞𝐫𝐬 𝐭𝐨 𝐬𝐞𝐚𝐫𝐜𝐡 𝐟𝐨𝐫 𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧𝐬.
2. D𝐞𝐦𝐚𝐧𝐝 𝐭𝐫𝐢𝐠𝐠𝐞𝐫𝐬: what can attract their interest and motivate them to learn more about the problem or an opportunity?
3. 𝐃𝐢𝐬𝐜𝐨𝐯𝐞𝐫𝐢𝐧𝐠 𝐚𝐧𝐝 𝐞𝐯𝐚𝐥𝐮𝐚𝐭𝐢𝐧𝐠 𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧𝐬.
4. 𝐃𝐞𝐜𝐢𝐬𝐢𝐨𝐧-𝐦𝐚𝐤𝐢𝐧𝐠: 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
Don’t 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. Don’t 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.


Don’t hire for the process that doesn’t exist in the beginning. Bring people to maintain the existing campaigns, refine them and give some space for experimentation.