Demand Collective

Want to meet other awesome demand practitioners (who are solving the same problems as you) without leaving your bedroom? Think normal virtual events are boring and/or kinda suck at helping you meet other practitioners? Check out our upcoming virtual mixer for demand practitioners– The Catalina Demand Mixer. It’s an application-only virtual mixer for experienced demand practitioners. After applying, you’ll join curated breakout rooms of marketers solving similar problems to you! Interested? Sign up for free below! 

"Can we add a How Did You Hear About Us field to our inbound form?" A member of Demand Collective asked about attribution: with no hybrid attribution in place and the GDPR cookie requirements being largely declined they didn't have much insight into what was driving traffic to their site, much less contributing to pipeline and closed won business. So I went to their website and proceeded through the inbound flow where I saw there was no option to denote how I'd found them. Hybrid attribution is far from all-encompassing, but when you don't have even general attribution insight into 80% of your deals, that's a problem. So you start somewhere at least. "I brought this up to our Growth Marketer, but they believe it would lead to inaccurate attribution as people will just select a random option." This highlights some important distinctions, because drop-down selection for How Did You Hear About Us is for sure outdated and does lead to inaccurate results which is why you need to implement it as a required free-text field. Data-enrich everything else, minimize the ask, and the impact on conversion is pretty much negligible if anything at all. I had a similar experience a few years ago when I asked Marketing Ops if we could add a free-text How Did You Hear About Us to our inbound form, and below is the picture they sent me with no additional discussion or consideration. My advice is to come back with data and rope in an internal committee to champion the changes if this is something you're committed to improving. That being said if it's that difficult to get a form changed at your org and they're this inflexible, you may just be at the wrong org. 🤷♂️ #demandgeneration #demandcollective

Are you actually running an integrated campaign or are you simply running multiple tactics in tandem? Messaging is the glue of a campaign, the seed, the literal FOUNDATION. If your campaign doesn't utilize integrated messaging, iI would argue it might not even really be a campaign. If you're lucky enough to have a product marketer, they should help a lot with this, but I usually like to start with value prop pillars. Each of those pillars then filters down into multiple components of a campaign. For Example: If I'm running a campaign at Demand Collective we'd break it down into two or three pillars depending on bandwidth, budget, etc.: 1. I want to be better at my job. 2. I want to meet Demand Marketers who are skilled in their field. Great you've got your pillars, now within those pillars you'd think through what pieces support those pillars. You might list out your supporting content, grouped together by those pillars to then identify a) what pillar has more supporting content b) understand what gaps in your content library there are. 1) one-pagers (pm / case study / social proof) 2) videos (MISSING) 3) blog posts 4) Third-Party reviews Seeing videos missing, it becomes an opportunity to run a campaign centered on video to a) meet the missing needs of your content diversification and b) simultaneously explore a previously underutilized format that can then serve as fuel for cascading content in future campaigns. So you decide on videos as the priority for new content in this campaign. Your next move is to look at how those videos can echo the overall messaging of this pillar. We know our pillar is "I want to get better at my job." Remember the goal here is to have INTEGRATED messaging, otherwise it's just a pile of "evergreen" content nobody looks at. Look to every source you can of the taxonomy of your audience. Learn how they speak to the problem you're solving in your messaging pillar. *If you utilize Google Ads this is a good place to leverage your keywords/ search queries driving conversions as a starting point. Other good places to look include reviews like G2 not just of your product, but of other competitor or industry adjacent companies as well. With those pieces in place, every piece of content developed should reaffirm that pillar. So we can approach it from several angles. In this case we want our assets to help DG marketers get better at their jobs so then we decide: Videos (as previously identified gap) centered on topics like: -How to establish a campaign tactics plan -Full funnel forecasting -Additional paid media training All of these build your campaign. And they all echo the solution to "I want to get better at my job" specifically for Demand Gen marketers. From there you can finally decide on tactics -->> length --->> KPIs etc. And of course this all goes with assuming you know your audience. If your team is currently challenged with campaign ideation, planning, and execution, please don't hesitate to reach out!

Are you tapping into your company network to generate pipeline? There's an invisible, mostly untapped, pipeline of leads that sits just one connection away from your team and company stakeholders. Olivier Roth is CGO at The Swarm where they're pioneering a new motion called "Go-To-Network". The concept is to combine your team's and stakeholders' connections all in one place, and tap into their networks for warm outbound. Join to learn about this motion and how to integrate this play in your arsenal!

Brandon Passley 🚀 has helped dozens of SaaS brands generate multiple 6-figures per month in incremental pipeline through LinkedIn growth. And he's sharing his exact playbook (in detail) with Demand Collective. This one is going to be so good, we're opening it up to the public. Join now, and we'll see you there!

Right… that podcast. Demand Collective is helping Demand Marketers learn from the best in B2B. -How do these marketers find their path, their niche, their expertise? -What were the big ah-ha moments that made things click for them? -How can you find your own sense of what path you want to take as a revenue marketer? Whether it’s career development, tactical and strategic advice, or just a hot marketing take- you can find it all on Collective Wisdom the podcast. Available on all major streaming platforms.

The response to our Demand Gen Salary Benchmarks survey has been exciting to see. With over 100 responses from a wide variety of Demand marketers, the survey is shaping up to be an eye-opening report on what fair market value for a Demand marketer really means. But it's not enough! We want this report to be as statistically significant as possible. That means more responses. Our goal is to get to at least 200 people. So if you haven't filled out the survey be sure to complete it, and remember that we do not share any identifying information of survey participants. Some early findings: 1️⃣ Salary range is really wide with some big outliers for senior revenue marketers at larger companies. 2️⃣ The most common title among participants is unsurprisingly - Demand Gen Manager. 3️⃣ Gender is very nearly evenly split between male and female with female having a slight bump at 51.3%. Check the C O M M E N T S below for a L I N K to the survey. Help Demand marketers get their fair share. Brought to you by Demand Collective

'Tis the season of gratitude, and we're overflowing with appreciation for our incredible community! That's why, in the spirit of gratitude, we've joined forces with the Demand Collective to give demand gen marketers a pretty sweet deal. Want to learn more? Leave a comment below 🙋🎁 #DemandGen #Marketing #B2Bmarketing 

Demand Marketers– are you sure you're getting paid fair market rate for your work? Demand Gen is a heavily revenue driven role that has measurable impact on the bottom line of a business. Sometimes though, we're not exactly sure what that balance of comp-to-impact really looks like. That's why we at Demand Collective have put together this survey. The goal? for Demand Marketers to get a rounded view of what their comp should look like based on factors like company size - title - experience - and other factors. Once we have a sizeable amount of submissions we will publicly share the survey results with anonymized data sets featuring filterable reports so you can adjust to find exactly where you stack in the grand scheme of things. Check the comments for the survey

IN THEORY joining the right professional community can be a career inflection point. But the truth is a lot of them suck. I’ve spent 6 months building one of my own (now w/ 60+ paying members). And I’ve been on the other side, a member of a bad community, countless times. Here are 5 questions to ask before joining a community to make sure it’s worth the investment. (Shoutout David Spinks for these questions). Who is it for & (who is it NOT for!) Is the focus of the community specific? The best communities are hyper-specific. Specificity is hard, especially for bigger companies using communities as “MQL” drivers, but it’s essential. The more specific, the more confident you can be that the other members are similar enough to you to have solved similar problems. The second piece to this equation is, who is it NOT for. Who can’t get let in. Make sure they have a good answer and that it aligns with what you’re looking for. What do members DO? This might sound elementary, but what are the rituals that bring members together & do they align with what you want? At Demand Collective we focus on bringing people together to have real face-to-face conversations (small group masterminds, 1-1 intros, member mixers) we have an engaged forum, but the focus is facilitating high-fidelity, real conversations. This makes our community meaningfully different from one that’s just a slack group. Neither is better or worse per se, but you should know what the rituals of engagement look like and if they align with what you want. How do members connect to each other? Does the community help connect members or is it up to you? Everyone in a community wants to meet other awesome people, but having a community manager facilitate those interactions makes everyone’s lives easier. 1-1 intros are a great way to do this.  What’s the barrier to entry? The bigger the barrier to entry, the more engaged & valuable the community. People pay attention to what they pay for. Whether it’s money, time, or reputation, the best communities have a meaningful barrier to entry. Do I have the time & energy? If you’re going to commit to a community that’s worth committing to, you need to ask yourself first, “how much time do I really have for this”. If the answer is, not much, then it may not make sense to join. That being said, if a community does the above perfectly, you could be finding yourself spending an hour a month having incredibly thoughtful and rewarding conversations with peers who you’ll stay connected with forever. Did I miss anything? If you’ve spent time in good or bad communities, what questions do you wish you asked before joining? P.S. If you're a demand marketer w/ 3.5+ YOE and you want to get access to a private vetted community of your peers, you should consider applying to join Demand Collective! Link in comments.