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

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelOn-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-cFull-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newslJoin our community for B2B marketers - The Trenches: https://sendfox.com/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogRESOURCESTExample model: https://docs.google.com/spreadsheets/d/1V9TWYzFTEwqGFrKacfsUEh-eDibDS8c-/edit#gid=728008133Search analysis template: https://docs.google.com/spreadsheets/d/15m82m0z-PMJrWdrlsaqO8TT7E4kuhe_ygjWzFEd7GSc/edit#gid=0Budget 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%29Content consumption by medium: https://www.linkedin.com/feed/update/urn:li:activity:6906580138381623297/?updateEntityUrn=urn%3Ali%3Afs_feedUpdate%3A%28V2%2Curn%3Ali%3Aactivity%3A6906580138381623297%29HOW TO BUILD A B2B DEMAND GEN STRATEGY FROM SCRATCH1. 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 resources2. 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 TOPICS1. 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 CAMPAIGNDon’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. OPERATIONALIZEAfter your campaign gets traction, document the process and onboard or hire a team member to maintain the campaign.8. CREATE A REPORTAdd 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.