How to conduct a demand generation audit | Eric Martin, VP of Demand Gen

How to conduct a demand gen audit | Eric Martin, VP of Demand Generation, Stack Overflow

Eric Martin has an impressive playbook for a demand gen audit, which he ran at SalesLoft, and was the first thing he conducted as Vice President of Demand Generation at Stack Overflow. He and Ellen Schwartze talk about how to understand the value you bring to your customers as you scale; partnering not only with sales, but with finance, too; and how to take ownership of the work you’re doing to grow your marketing programs.

Connect with Eric Martin

Connect with Ellen Schwartze

Follow Knotch on LinkedIn for a Q&A session with Eric, live on Sept. 15, 2:30 p.m. ET, or on-demand after.

Subscribe to Pros & Content on Apple, Spotify, or your favorite podcast app!

Skip to…

  • 01:49 - Eric's background and career path, from customer support to VP of Growth
  • 04:45 - What is a demand generation audit?
  • 05:49 - First things first: Know your audience
  • 06:34 - How do you know if your TAM (Total Addressable Market) is right?
  • 08:56 - Inbound isn't as dependable or scalable as knowing the channels that are bringing in value.
  • 10:02 - Demand gen needs to be strategic more than it needs to be flashy.
  • 12:23 - Customer acquisition cost (CAC) is directional for the entire company, not just marketing.
  • 13:46 - Ask your team every day, "Are we delivering value?"
  • 15:48 - How do you engage with the right accounts, the right decision makers?
  • 17:52 - Partner with SDRs!
  • 20:37 - Not a lot of people talk about marketing and finance alignment.
  • 24:58 - Advice for someone who'd like to be a VP of Demand Gen
  • 29:56 - The Lightning Round!
  • 34:43 - What should listeners take away?

New episodes of Pros & Content are released every Tuesday. See more episodes

Become a thought leader

A Guide to Leveraging Content Intelligence for Business Growth

Unlock Content Alchemy with Leading and Lagging Indicators

Does your brand have too much content?

8 characteristics of high-performing content: A guide for content marketers

Why Your Content Roadmap Needs an Urgent Update

Why the End of Your Customer Journey Is More Important Than the Beginning

RESEARCH REPORT: AI Adoption In Marketing — The Game Changer You Can’t Afford to Ignore

Unlocking the Power of AI

The Trends That Will Shape Content Marketing in 2024

Knotchimonials

Trusted by the largest (and now smartest) brands in the world.

Get A Demo
See Knotch One

“Before Knotch we did not understand what content was driving business results. Now we understand which content moves the needle. Knotch’s cohesive reporting and insights paint a real picture of what’s happening on our website instead of the patchwork quilt that comes from a Google Analytics approach.  With Knotch we have been able to re-prioritize ad spend, route better leads to our SDR team, and inform our content development initiatives.”

Ben Bishop
Director, Digital Marketing, Insperity

"The Knotch platform to ensure that we deliver high-performing content tailored to young home shoppers, enhancing their experience and driving better business outcomes.”

Ravi Kandikonda
CMO, Zillow

"Our partnership with Knotch has been highly successful, empowering us to leverage data-driven insights and refine our content strategy.”

Brandon Lawson
Director of Content Strategy, Smile Train