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