Demand Engineering. Nisha

Transcription

1 Demand Engineering Nisha

2 Who s Nisha? Web Marke*ng Brand PR Social Product Marke*ng Billboard Messaging Lead Genera*on Events Demand Genera*on Go to Market Strategy Display Radio Analyst Rela*ons Posi*oning

3 Marketing at PagerDuty LEAD GENERATION Website Lead programs Customer programs Nurturing Events PRODUCT MARKETING Messaging & posi*oning Product launches Sales enablement Content/Evangelist Partners BUZZ MARKETING Crea*ve PR What makes sense Demand Product Buzz Total Dec Now Dec

4 LEAD GENERATION PRODUCT MARKETING BUZZ MARKETING

5 LEAD GENERATION PRODUCT MARKETING BUZZ MARKETING

6 Build a data-driven growth engine VISITORS 1%- 2% PROSPECTS MQLs 20%- 40% Nurturing SQLs SIGNUPS CUSTOMERS

7 Build a data-driven growth engine VISITORS w% PROSPECTS x% MQLs y% Nurturing SQLs z% SIGNUPS CUSTOMERS

8 Build a data-driven growth engine Trial VISITORS Lead Nurture MQL SQL SIGNUP CUSTOMER Contact Sales Educate High- reten*on Grow Passive Low- reten*on

9 Website Tools we use

10 Expand your marketable universe Events Don t know there s a solu*on Don t know we exist Know there s a solu*on Learning why PD Industry websites Podcasts LinkedIn TwiDer RetargeHng Nurturing Referrals Ac*vely searching Know why they need us SEM SEO WoM

11 Expand your marketable universe Don t know there s a solu*on Don t know we exist Know there s a solu*on Learning why PD Ac*vely searching Know why they need us

12 Provide more ways to engage Contests Don t know there s a solu*on Don t know we exist Best prac*ces ebook Blog trends Know there s a solu*on Learning why PD Videos Ac*vely searching Know why they need us Trials

13 LEAD GENERATION PRODUCT MARKETING BUZZ MARKETING

14 Be relevant and valuable to the market Category? What problem we solve Top customer benefits What we do Why we re best at solving it Features How we solve it

15 Be relevant and valuable to the market

16 Pains/Drivers & Product capabilities that address those needs Pain #1 Pain #2 Pain #3 Pain #4 Customer Pains PagerDuty Solutions x a y b z c d x y z x y z x y z a b c d a b c d a b c d Pain #5 x y z Competition Competitor category #1 Competitor category #2 Competitor category #3 a b c d

17 Tell your story. Be a thought leader.

18 Leverage all your experts Product (PM/CTO) Best prac*ces Features Releases How to s Customers Partners / Integra*ons Culture (Evangelists/Product) Moving to DevOps Empowering engineers Hack Days PD Life Current events Company/Category (CEO/Founders) Making the Enterprise reliable Trends

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20 LEAD GENERATION PRODUCT MARKETING BUZZ MARKETING

21 Brand is NOT a four letter word

22 Brand Identity Framework Adapted from the Brand Iden*ty Prism by Jean- Noel Kapferer, The New Strategic Brand Management, 2012

23 How do you measure all of it? LEAD GENERATION PRODUCT MARKETING BUZZ MARKETING

24 Set your guide posts Magic number # = Quarterly Recurring Revenue QRR of previous qtr Marke*ng + Sales Expense for previous quarter Customer acquisition cost (CAC) $ Number of new customers in period = Marke*ng + Sales Expense for that period Lifetime Value (LTV) $ = Monthly Recurring Revenue * Gross Margin % Customer acquisi*on cost (CAC) Payback period # = Customer acquisi*on cost (CAC) Avg Revenue per Account * Gross Margin %

25 Use metrics to aim correctly Engagement patterns Conversion Rate % = Number of New Customers Number of Leads Analyze by cohort (time, Total segment, Program Spend program) Cost per acquisition $ = Number of New Customers Time to buy # = Time from visit to purchase

26 Data is not a crystal ball Data can tell you how it s working, but not what it is Understand the market Understand your buyer Understand your buyer Hypothesize and test

27 Common pitfalls to avoid Building marketing and sales separately Building half the demand engine Abandoning new programs too quickly Assuming there is a playbook Not defining data-driven Managing to vital metrics too tightly Focusing on the means, not the ends

28 Nisha Demand