Look at competitors ranking for these terms and create better ads with a better offer and landing page experiences that differentiate you. Filter the best opportunities to go after first with highest ROI potential. Don't shy from long-tail and low or 0 volume. Compile the highest-intent keywords and queries you can find. I would start like this to set the foundation: Paid Search and Paid Social ads are a great place to start to get results and learn fast. If you can't win at bottom-of-funnel with in-market audiences, then filling the top won't do you much good. This means nailing your demand capture programs first. So the reality is you have to do keep pipeline full and find quick wins, while still putting the pieces in place for long-term demand creation. When the sales cycle is 8+ months long, and you have to hit goals for this quarter, where do you focus?īuilding a functional demand generation strategy takes time, and requires a lot of buy-in. I've worked with many newly hired marketing leaders, and they typically come in with pressure to hit pipeline goals - fast.
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