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Know your demand gen funnel performance (with the data to prove it) | Ashley Emery, SVP, Demand Generation

A demand generation marketer has to know how their funnel is functioning, with indisputable data sets. Within her first few answers you’ll hear Ashley Emery, SVP of Demand Gen, is completely driven by data, and how to look under the hood of every stage of your customer acquisition funnel.

 

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Episode Outline:

  • (00:56) – Ashley’s path to SVP of Demand Generation
  • (02:54) – You cannot optimize for things you cannot measure.
  • (05:03) – You can’t do the fun stuff without money, and you can’t get the money with out the numbers.
  • (07:22) – Always ask, ‘What are you trying to solve?” and evaluate if you have the right data.
  • (09:31) – Three demand gen KPIs: lead volume, velocity, and close/won rate
  • (13:54) – Marketing has to be responsible for the entirety of the funnel.
  • (17:44) – Do you take a singular or aggregate view of marketing attribution data?
  • (19:27) – What Ashley learned at Amazon: the data is just one side of the story
  • (21:56) – You have to ask, “Okay, but why?” until you have a deep understanding
  • (26:56) – What keeps Ashley up at night as a demand gen marketer?
  • (28:50) – A great campaign connects to a customer’s need in a compelling way
  • (31:53) – Lightning Round!
  • (33:58) – The takeaway: don’t be intimidated by data

New episodes of Pros & Content are released every Tuesday.