The Growth Marketer a.k.a the Demand Generation Marketer Chief challenge • Keeping the pipeline pumped with quality leads, connecting with a larger addressable market, and increasing marketing ROI Goals Key metrics • Build brand presence and trust • Marketing qualified lead in a crowded marketplace (MQL) volume • Intelligently grow a profitable • Marketing-sourced pipeline pipeline with quality prospects • Content/brand engagement • Maximize conversion opportunities • Deal velocity • Lower cost per acquisition • Marketing’s contribution to closed/won revenue Winning with intent data As a growth marketer, insight into your prospects’ intent can help you create meaningful content to help influence their purchase decisions. By identifying what stage of the sales funnel they’re in, you can increase your MQL to sales- qualified lead (SQL) conversion rates because you'll be serving the right message at the right time, leading to faster sales cycles. Not to mention, effective budgeting is always a challenge. Intent data can help by focusing your budget on accounts that are most likely to buy, which reduces wasted revenue. You can also have greater influence on the buyers’ journey with real-time data about in-market buyers when they start ramping up their research activity at the Zero Moment of Truth (but more on that later). ThThe Big Book oe Big Book of Intf Intent ent 88