Oct 24, 2016


Demand Generation

Demand Generation

Demand generation is hard, especially if you’re nurturing a developer community and scaling the business. We brought together 200+ developer-focused, demand and lead gen marketers to learn how the best in the industry acquire, convert, and monetize their communities.


Session #1

10:00 AM - 10:30 AM PT
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Achieving 1:1 Personalization At Scale

Every early SaaS marketer is tasked with building a user persona, but few are doing it well.

Join Segment’s VP of Growth Guillaume Cabane as he discusses programmatic approaches to capturing user data, defining personas and cohorts, and personalizing a stellar user experience.

If you’d like to implement some of what Guillaume shares in his talk, check out Segment’s recently released Open Source Frictionless Signup code for your own project.

Session #2

10:30 AM - 11:00 AM PT
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Are You A Future VP? Becoming A Demand Marketing Leader

Do you have what it takes to move from individual contributor to marketing leader?

If you want to know how to exceed expectations, proactively take greater responsibility, and communicate the work as it pertains to business goals, watch Twilio’s VP of Global Demand & Growth Marketing Nicolas Draca, Zendesk’s VP of Global Enterprise Marketing Julie Knight-Ludvigson, and Trello’s CMO JD Peterson as they discuss their own career paths, what they look for in team members and successors, and the professional and personal development required to lead world-class marketing teams.

Session #3

11:30 AM - 12:00 PM PT
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The Fastest Path To An MQL

You’re beginning to drive leads, you’ve got your early personas, and you’re attempting to increase the ROI of your marketing. But what does it mean to define a marketing qualified lead (MQL) at an early stage company when the funnel is barely defined and the data tooling is barebones?

Watch Stormpath’s VP of Marketing Claire Hunsaker as she discusses how you can build an early lead scoring system including identifying who you should ignore, who you should target and who you should cultivate.

Session #4

12:00 PM - 12:45 PM PT
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Acquisition & Channel Tactics

Every company has a hypothesis about the early marketing channels they should focus on – but how do you prioritize, measure, build new experiments, and expand your scope to affect the entire funnel?

Join Quip Marketing Director Garrett Scott, CoreOS’ Head of Demand Leah Grosky, and Atlassian’s Enterprise Acquisition Lead Jackie Davis as they discuss the strategies and tactics they’ve used to acquire millions of users and convert them to customers. Our panel was moderated by Keen IO’s Director of Growth and Marketing, Alexa Meyer.

Session #5

1:00 PM - 1:30 PM PT
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Scaling Marketing: The Three Phases of PagerDuty's Growth

In addition to building a demand marketing program from scratch, PagerDuty’s first marketers had to scale quickly on a startup budget, produce a strong calendar of campaigns and efforts, and continue to earn the buy-in of two technical cofounders.

Join PagerDuty’s VP of Business Operations and second marketing hire Kamal Thakarsey as he discusses the stages of his company’s growth and the different ways he has communicated ROI for each stage.

Session #6

1:30 PM - 2:00 PM PT
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How To Build, Measure, And Scale A Content Machine

If the average SaaS user journey includes exposure to 4-7 disparate pieces of content, how do you know which efforts are effective? Obviously the last touchpoint is important, but what about all the other things that assist with conversion?

Join DigitalOcean cofounder and Head of Marketing Mitch Wainer as he discusses the user journey and framework he uses to assign credit across DigitalOcean’s content offerings.