A supercharged demand generation engine requires an artful blend of both strategy and science. This session will teach you best practices for generating demand at scale. You will learn how to develop and refine your ideal customer profile (ICP). Next, you'll discover tips and tricks for implementing your ICP to drive demand using martech, paid search and social advertising, and marketing automation. Throughout the session, you'll learn how to optimize performance and measure your success.

1. KEYNOTE
PHOENIX, AZ ~ NOVEMBER 17 - 18, 2022
DIGIMARCONSOUTHWEST.COM | #DigiMarConSouthwest
Lauren McCormack
VICE PRESIDENT OF MARKETING
BUILDFIRE
How to Build Your Digital
Demand Gen Engine

2. MEET THE SPEAKER:
LAUREN MCCORMACK
• 20 years of marketing experience
• MBA – Kelley School of Business at Indiana
University (2016)
• Marketo Adobe Champion(2021-present)
• DigitalMarketing Program Advisory Council,
CaliforniaState University (2021-present)

3. WHAT IS
DEMAND GEN?
• Drives revenue by creating sales pipeline
• Goes beyond "awareness and interest"
• Creates predictable, scalable, qualified leads
• Balances quality and quantity appropriately

4. WHAT IS
DEMAND GEN?
• Art and science
• Scientific method approach
• Hire gifted people and shine the
spotlight on them
• Don't overinvest in tech without
team resources to support it

5. WHAT IS
DEMAND GEN?
• Hourglass funnel
• Demand gen doesn't stop after the sale
• Reduce churn, promote retention, and
cultivate cross-sell and upsell initiatives
• Measure and improve lead velocity
• Revenue is the North Star

6. WHAT IS
DEMAND GEN?
• "Feeding" sales
• Requires a constantfeedback loop
• Capture interest and qualification
• NIHITO

7. WHAT'S AN ICP?
• Demographics, firmographics, interest
• Not always the same as a persona
• "Dream" customer
• Look to your customer data, but question it

8. WHAT'S AN ICP?
• Existing customer may not be the
ideal
• Profitability
• Churn
• Sustainabilityand growth
• Analyze the best and worst
customersto find your ideal

9. WHAT'S AN ICP? • Data-driven
• Focused – "everybody" isn't an ICP
• Include demographics, firmographics, behavior
• Not a persona
• Not a lead scoring model

10. HOW WILL THE
ICP CREATE
DEMAND?
• Use your datapointsto find your
people
• Meet them where they are
comfortable
• Present yourWIFM
• Be consistent but not relentless

11. HOW DOES THE
DEMAND TURN
INTO REVENUE?
• Lead Scoring
• Best Bets

12. HOW DOES THE
DEMAND TURN
INTO REVENUE?
• Appointment setting
• Recycle programs
• Verify your routing - "No Lead Left Behind"

13. HOW DO YOU
MEASURE SUCCESS?
• UTM structures
• Look at the individual leads
• Influence vs. attribution

14. HOW DO YOU
MEASURE SUCCESS?
• CPL and lead volume
• SAL volume and cost per SAL
• TCV, MRR, ARR

15. ANY QUESTIONS?

16. THANKS FOR ATTENDING