Customer Generation: Delivering on the Promise Demand Gen Forgot About

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Are you a SaaS marketer actively
looking for a performance marketing
agency?
#SEJWebinar
@gmehrguth
A. Yes
B. No

Delivering on the Promise Demand Gen Forgot About
linkedin.com/in/garrettmehrguth/
@gmehrguth

What is
linkedin.com/in/garrettmehrguth/
@gmehrguth

What is
Customer Generation is a marketing methodology (developed by Directive) that
focuses on SQLs and Customers instead...

Transformed Our Company
Customer Generation
INCREASE IN ARR
RETENTION RATE
HEADCOUNT
linkedin.com/in/garrettmehrguth/
@gme...

Demand Generation vs. Customer Generation
linkedin.com/in/garrettmehrguth/
@gmehrguth

Customer Generation
The 5 Principles of
Principle 1:
1st Party Data
Unlocks Growth
Principle 2:
Customer-Led >
Product-Led...

We map your Total Addressable
Market (TAM), build account lists,
and aggressively scale spend. 1st
party data not only fut...

Choose your data provider
1st Party Data Unlocks Scale
Building Your TAM
linkedin.com/in/garrettmehrguth/
@gmehrguth

Use employee size,
technology, funding, etc.
1st Party Data Unlocks Scale
Building Your TAM
linkedin.com/in/garrettmehrgut...

We built our own
database, Pulse, to give
us unique data
insights.
linkedin.com/in/garrettmehrguth/
@gmehrguth

Manually verify
1st Party Data Unlocks Scale
Building Your TAM
linkedin.com/in/garrettmehrguth/
@gmehrguth

You can’t trust 3rd party data providers 100%.
Don’t skip on
manual verification.
We checked every single solitary
account...

Integrate to Salesforce
1st Party Data Unlocks Scale
Building Your TAM
linkedin.com/in/garrettmehrguth/
@gmehrguth

Distribute with
CDP like segment
1st Party Data Unlocks Scale
Building Your TAM
linkedin.com/in/garrettmehrguth/
@gmehrguth

Level up your reporting! We took 31% TAM
penetration/market share.
ACCOUNTS
ACCOUNTS
TAM Penetration
linkedin.com/in/garre...

Customer-Led >
Product-Led
Principle 2
Your product is not for the masses.
Our Customer-Led approach gives
you the power t...

Most B2B SaaS companies start with
WHAT they’re selling...
From: structuring around the
products you offer
linkedin.com/in...

Instead of focusing on
WHO they’re selling to.
From: structuring around the
products you offer
To: structuring around your...

Customer-Led > Product-Led
Segmenting
Your Campaigns
linkedin.com/in/garrettmehrguth/
@gmehrguth

Their core site is organized
around customer-segments
and need states
The most successful
B2B SaaS companies
are Customer-...

And they have 1000s
of HR resources for
their customers
The most successful
B2B SaaS companies
are customer-led.
linkedin....

Results: Workable drives
35m visits / year and
dominates their keywords
The most successful
B2B SaaS companies
are custome...

We define customer
segments and
personas and
understand their
challenges and needs.
We use things like job
descriptions,
c...

Financial Modeling
is a Need to Have
Principle 3
Scale without financial modeling is a
pipe dream. We partner with you to
...

The first thing we need to do
is gather our numbers.
Financial Modeling
is a Need to Have
LTV:CAC
linkedin.com/in/garrettm...

Track your channels
Financial Modeling
is a Need to Have
LTV:CAC
linkedin.com/in/garrettmehrguth/
@gmehrguth

Leverage 1st
touch attribution
Financial Modeling
is a Need to Have
LTV:CAC
linkedin.com/in/garrettmehrguth/
@gmehrguth

Use our LTV:CAC tool
Financial Modeling
is a Need to Have
LTV:CAC
linkedin.com/in/garrettmehrguth/
@gmehrguth

SQLs Beat
MQLs Everytime
Principle 4
MQLs are like balloons. When they inevitably
pop, there’s nothing inside. Great marke...

linkedin.com/in/garrettmehrguth/
@gmehrguth
Decide on your offer
SQLs Beat MQLs Everytime
Monetizing Paid
Social with a Gr...

COST/FORM FILL
$79
$72
$280
COST/LEAD (incl. GC)
$329
$172
$330
We tested different gift card amounts and $100 outperforme...

linkedin.com/in/garrettmehrguth/
@gmehrguth
Buy Sendoso for Gift Sending
SQLs Beat MQLs Everytime
Monetizing Paid
Social w...

linkedin.com/in/garrettmehrguth/
@gmehrguth
Choose a tool like
Calendly or Chili Piper so you
are driving appointments not...

With Chilipiper
Improved Funnel
Conversion Rates
WITHOUT CHILI PIPER
Form Fills > Intros
Held Conversion Rate
WITH CHILI P...

linkedin.com/in/garrettmehrguth/
@gmehrguth
SQLs Beat MQLs Everytime
Monetizing Paid
Social with a
Great Offer
Train SDRs ...

linkedin.com/in/garrettmehrguth/
@gmehrguth
What is their spending ability? Do they meet our minimums?
What immediate need...

Improved Intro
Meeting Attendance
Meeting Rate w/o Video
Tactics:
Hype video to educate & generate excitement
3 automated ...

linkedin.com/in/garrettmehrguth/
@gmehrguth
SQLs Beat MQLs Everytime
Monetizing Paid
Social with a
Great Offer
Scale to Fa...

In Pipeline Revenue
In Total Spend
LTC:CAC vs. 2.4 with
Sp. Content Ads
Lower Cost per Opp. than
LI Sp. Content Ads
ROI in...

There’s No Such
Thing as B2B
Principle 5
Your customers are people, not
corporations. They hate boring
marketing as much a...

How can you motivate
your potential
customers from
apathy to action?
There’s no such thing as B2B
Marketing is
linkedin.co...

Video creates a strong
bridge from a gift to
your value proposition
There’s no such thing as B2B
Marketing is
linkedin.com...

linkedin.com/in/garrettmehrguth/
@gmehrguth
Visualize a life free of restriction or limitations
Visualize community and sh...

WHERE CAN I GO TO LEARN MORE ABOUT
linkedin.com/in/garrettmehrguth/
@gmehrguth

Communicate with Directive SaaS marketing experts and access exclusive content, at no cost.
Choose a channel, ask a questi...

Book an
directiveconsulting.com/discovery-call
linkedin.com/in/garrettmehrguth/
@gmehrguth

linkedin.com/in/garrettmehrguth/
@gmehrguth

Customer Generation: Delivering on the Promise Demand Gen Forgot About

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