Know your demand gen funnel performance (with the data to prove it) | Ashley Emery, SVP, Demand Generation

A demand generation marketer has to know how their funnel is functioning, with indisputable data sets. Within her first few answers you’ll hear Ashley Emery, SVP of Demand Gen, is completely driven by data, and how to look under the hood of every stage of your customer acquisition funnel.

Connect with Ashley Emery

Connect with Ellen Schwartze

Follow Knotch on LinkedIn for Q&A sessions with our guests!

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

Episode Outline:

(00:56) - Ashley's path to SVP of Demand Generation
(02:54) - You cannot optimize for things you cannot measure.
(05:03) - You can't do the fun stuff without money, and you can't get the money without the numbers.
(07:22) - Always ask, 'What are you trying to solve?" and evaluate if you have the right data.
(09:31) - Three demand gen KPIs: lead volume, velocity, and close/won rate
(13:54) - Marketing has to be responsible for the entirety of the funnel.
(17:44) - Do you take a singular or aggregate view of marketing attribution data?
(19:27) - What Ashley learned at Amazon: the data is just one side of the story
(21:56) - You have to ask, "Okay, but why?" until you have a deep understanding
(26:56) - What keeps Ashley up at night as a demand gen marketer?
(28:50) - A great campaign connects to a customer's need in a compelling way
(31:53) - Lightning Round!
(33:58) - The takeaway: don't be intimidated by data

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

Become a thought leader

What Michelangelo Can Teach Us About Crafting the Perfect Content Brief

‍The Missing Ingredient of Content Governance is…‍

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

Knotchimonials

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

“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