Customer Generation

Garrett Mehrguth, President & CEO of Directive. This speakers from the Demand Gen Summit discusses how customer generation drives growth. To stay current on our latest events, follow us on Linkedin. Useful Timestamps: 2:03 - Move beyond leads, utilize multichannel marketing. 8:23 - The need for a clear North Star metric in software companies and different types of metrics for various types of companies. 9:59 - Set goals based on qualified pipeline, efficiency metrics. 11:10 - Strategies for investing in brand, mitigating waste, and understanding the impact of campaigns on other marketing efforts. 15:23 - Leverage different parts of distribution in brand video investment and building broader campaigns for brand articulation. 16:01 - Integrated performance marketing, direct response strategies, and generating SQLs and customers. 20:48 - Focus on brand building at the top of the funnel, and driving immediate meetings booked from review sites and ads. 23:12 -Build out Google campaigns and target specific software types for more relevant clicks. 30:19 - Closing Remarks.