Jack heads the Demand Generation team for a SaaS product trying to move from SMB to Mid Market. He has to drive multi-pronged initiatives in terms of creating customer awareness and generating new demand in the medium term. He also has to ensure that existing high intent demand has a friction-free path to discover the company and talk to sales. Added to this, the behaviours differed materially between the free trial driven SMB segment vs the sales led mid-market segment.
Jack was struggling to keep track of these differences and monitor the effectiveness of marketing interventions targeted at each segment.
Measure & track the impact of marketing tactics on leads, accounts and opportunities. By staying on top of the various segments, he can overcome these barriers facing the demand gen team.