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How a Demand Gen Strategy Targeted an Untapped Audience Segment

Rex Biberston
Jun 29, 2021 9:57:33 AM

Growth Marketing Camp, Ep. 21

How a Demand Gen Strategy Targeted an Untapped Audience Segment

Senior Demand Generation Manager at Planful, Emily Ross, was instrumental in the design and implementation of a large cross-functional marketing campaign that targeted an untapped segment of their target market, people who were pain-aware but not product-aware. Not only was the campaign successful, but it ended up becoming their first evergreen campaign.

 
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Here's what you can expect on today's episode:

  • 14:06 - Think of Demand Gen role as the conductor 
  • 20:15 - Why alignment is key 
  • 27:08 - Focus less on conversion 

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