How to Fuel Multi-segment Demand Generation

This episode features an interview with Esther Flammer, Vice President of Demand Generation and acting CMO of Conga.

Esther is a senior marketing executive with nearly 20 years of B2B and agency experience in SaaS, high-tech, and non-profit sectors. Her dynamic leadership has driven success at high-growth B2B technology companies like Conga, Convercent, and Return Path.

On this episode, Esther discusses the balance between the art and science of marketing, what B2B can learn from B2C, and the different motions that fuel high-transaction, high-volume inbound pipeline versus the targeted ABM strategies that drive complex, enterprise-level deals.

Tune in to the episode to hear Esther reveal her demand gen strategies, including:

Want to skip ahead to the highlights? Check out these can’t-miss moments:

Episode Highlights

(1:59) Esther’s Demand Gen Career Journey

(4:50) Driving Demand for a Broad Set of Target Audiences

(15:39) Her Salesforce AppExchange Strategy

(19:00) Esther’s Uncuttable Budget Items

(23:21) Providing a Personal Website Experience for Visitors

(28:31) The Tricky Side of Demand Gen 

(35:09) Her Favorite Recent Campaign

(38:24) Esther’s Quick Hits

Episode Quotes

“We see so much ROI and a lot of the bigger deals and true qualified pipeline coming from [our ABM efforts]. It’s a very multichannel, targeted effort, starting with the technology that provides propensity to buy data…really defining what those target accounts look like, adding in targeted advertising so that we can warm them up and truly personalize…then ensuring that we're delivering the right message to the right person at the right time, that it's personal, that it's relevant and it’s aligned with where they are in their buyer's journey.”
“We were invited to be on a pilot to try out Qualified.com on Salesforce AppExchange…and it's been a game changer completely. We've always had high volumes from AppExchange and from each of our product listings, but we were able to see much higher conversions, more qualified conversations and true pipeline come from that. So we’re huge fans.”
“Because of the fact that we don't really have live events where you would typically see conversations happening at a booth, [conversational marketing] has been a great addition to our full demand gen strategy and the tactics and channels that we're utilizing.”
“I think there's a lot that B2B can learn from B2C–tech and data analysis and neuromarketing and things like that. B2B tech is, I feel like, just starting to do that in a sense, but there's a lot that we can do to actually provide really relevant content to people who are looking to purchase.”
“I feel like when you're in demand generation, there's kind of always a target on your back just because you are accountable for the pipeline that the business needs to close in order to hit the bookings goals. Demand generation in most cases is front and center: What are you doing? What is your strategy? How are you producing more pipeline? ...Everything is very much kind of that art and science of marketing…So we use a lot of data and science to figure out how much pipeline we need, and for me, our goal of the demand gen team is predictable pipeline. We put a lot of effort into trying to figure out how much pipeline do we need to create in this quarter in order to hit our goals, both this quarter as well as next quarter and beyond.”

Ready to hear from more Demand Gen Visionaries? You can subscribe and find all episodes here.

Posted on
February 18, 2021
Corinne Pearce

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