Building a Demand Generation Machine at MongoDB

Meghan GillDirector of Demand Generation & Community

@meghanpgill

Meghan GillDirector of Demand Generation & Community@meghanpgill

2010No dedicated marketing staff

& ~15 employees

Today35+ marketing staff & 450+

employees worldwide

What does demand gen look like at each stage of growth?

6

Basic forms to collect leads (e.g. “keep in touch” newsletter)

Phase I: Build the Foundation

Identify your target audience

CRM and marketing

automation

Start simple

Example: newsletter and touch track

8

…in the background, architect your CRM for ROI analysis

9

Phase I: Build the Foundation

Do

• Start simple• Architect your CRM and MAP to

best practices

Don’t

• Start spending until you’ve laid the groundwork

10

Add more lead capture, optimize and test

Phase II: Build demand generation programs

Refine persona-based messaging and nurture

leads

Experiment with different programs (events, webinars, social, digital, etc.)

Discover the content that resonates with your audience

Progressive Profiling!

Getting Started Using

Developer Schema Design Performance

Operator Ops Best Practices Disaster Recovery

Build a framework

12

Optimize content to draw in qualified traffic

13

Make the right investments in event

14

Phase II: Create outbound programs

Do

• Experiment!• Measure everything• Build simple frameworks

Don’t

• Be afraid to try things• Move slowly

15

Repurpose across channels

Phase III: Scaling up

Refine persona-based messaging and build

nurture engineLeverage

technologies to accelerate demand

gen

16

Nurturing 2010

Download touch track

Nurturing today

For every persona and stage

Taking a multi-channel approach

Technologies can accelerate demand generation

But you can still get a lot done in a spreadsheet

21

Phase III: Scaling up

Do

• Create a personalized experience

• Build scalable processes• Reuse content• Reinforce message across

channels

Don’t

• Buy technology without process

Thank You