At valueIQ we have one person who is responsible for managing all of our demand gen agents and for orchestrating content from other stakeholders. We are just getting started with this though and have a lot to learn.
On the strategic level - I see this role as turning channels for direct, one-to-one connections into touchpoints that sound one-to-one but are ultimately marketing messages, delivered at scale.
One reason it might not be taking off as quickly as expected is that this approach requires an established ICP, positioning and messaging for manual processes.
Without these, GTM engineering is ultimately about delivering personalised touchpoints at scale that do not align with the buying process, decision-making criteria, and so on.
banger post
At valueIQ we have one person who is responsible for managing all of our demand gen agents and for orchestrating content from other stakeholders. We are just getting started with this though and have a lot to learn.
On the strategic level - I see this role as turning channels for direct, one-to-one connections into touchpoints that sound one-to-one but are ultimately marketing messages, delivered at scale.
One reason it might not be taking off as quickly as expected is that this approach requires an established ICP, positioning and messaging for manual processes.
Without these, GTM engineering is ultimately about delivering personalised touchpoints at scale that do not align with the buying process, decision-making criteria, and so on.
There’s also a fast growing Reddit community: r/gtmengineering
There’s also a fast growing Reddit community: r/gtmengineering
Feels like GTM engineering is heavily focused on mostly outbound but do you see any implications for more inbound engines?
Inbound lead scoring is a good example