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Building a Demand Generation Machine at MongoDB
The document outlines the evolution of demand generation at MongoDB, detailing the growth of the marketing team and strategies employed from its early stages to scaling efforts. It emphasizes the importance of foundational planning, persona-based messaging, and a multi-channel approach for lead capture and nurturing. Overall, the piece provides a framework for creating a successful demand generation program while highlighting the necessity of measuring and optimizing investments in marketing initiatives.
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Building a Demand Generation Machine at MongoDB
- 1. Building a DemandGeneration Machine at MongoDB Meghan Gill Director of Demand Generation & Community @meghanpgill
- 2. Meghan Gill Director ofDemand Generation & Community @meghanpgill
- 3. 2010 No dedicated marketingstaff & ~15 employees Today 35+ marketing staff & 450+ employees worldwide What does demand gen look like at each stage of growth?
- 6. 6 Basic forms tocollect leads (e.g. “keep in touch” newsletter) Phase I: Build the Foundation Identify your target audience CRM and marketing automation
- 7. Start simple Example: newsletterand touch track
- 8. 8 …in the background,architect your CRM for ROI analysis
- 9. 9 Phase I: Buildthe Foundation Do • Start simple • Architect your CRM and MAP to best practices Don’t • Start spending until you’ve laid the groundwork
- 10. 10 Add more leadcapture, optimize and test Phase II: Build demand generation programs Refine persona-based messaging and nurture leads Experiment with different programs (events, webinars, social, digital, etc.)
- 11. Discover the contentthat resonates with your audience Progressive Profiling! Getting Started Using Developer Schema Design Performance Operator Ops Best Practices Disaster Recovery Build a framework
- 12. 12 Optimize content todraw in qualified traffic
- 13. 13 Make the rightinvestments in event
- 14. 14 Phase II: Createoutbound programs Do • Experiment! • Measure everything • Build simple frameworks Don’t • Be afraid to try things • Move slowly
- 15. 15 Repurpose across channels Phase III:Scaling up Refine persona-based messaging and build nurture engine Leverage technologies to accelerate demand gen
- 16.
- 17. Nurturing today For everypersona and stage
- 18. Taking a multi-channelapproach
- 19. Technologies can accelerate demandgeneration
- 20. But you canstill get a lot done in a spreadsheet
- 21. 21 Phase III: Scalingup Do • Create a personalized experience • Build scalable processes • Reuse content • Reinforce message across channels Don’t • Buy technology without process
- 22.