Setting Up a Demand Generation Function

Anna Furmanov is the founder of Fumanov Marketing Consulting, through which brings strategy, content, and demand gen expertise to B2B startups. In this guide, she explains what demand gen means in early-stage startups, and how to set a marketing strategy foundation.

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Questions covered in this guide:

What is the role of demand gen in a SaaS company?

What’s the difference between demand gen and lead gen?

How is demand gen shifting away from lead-based metrics?

What funnel metrics should you track?

What channels should software companies evaluate?

What are the core tools you need to execute an effective demand gen strategy? 

What activities should you use during different parts of the customer lifecycle? 

How does the demand gen function scale?

What are the most important pieces to get right?

What are the common pitfalls?

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