Growth Marketer for $0 -> $100M 2-Year-Old SaaS Company
Former Head of Growth at Developer Hiring Marketplace
- Real Estate
Former Head of Demand Gen at B2B Fintech Startup
Former Head of Growth at Digital Healthcare Marketplace
- Health & Wellness
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How to Hire a Great Fractional Head of Demand Generation
What Does a Fractional Head of Demand Generation Do?
A Fractional Head of Demand Generation plays a crucial role in businesses, especially those in growth stages or needing a specialized focus on market demand creation. This position is typically part-time or on a contract basis, fitting perfectly for companies not ready to commit to a full-time position. It’s particularly valuable for organizations that recognize the need for advanced demand-generation strategies but have limited resources.
Here’s what a fractional Head of Demand Generation typically does:
Demand Generation Strategy:
- Developing and implementing comprehensive strategies to drive market demand for the company’s products or services.
- Aligning demand generation efforts with the company’s overall sales and marketing objectives.
Lead Generation and Nurturing:
- Creating targeted campaigns to generate and nurture leads.
- Utilizing various channels like email marketing, social media, and digital advertising.
Marketing Automation and Funnel Optimization:
- Implementing and managing marketing automation tools.
- Optimizing marketing funnels to improve conversion rates.
Performance Analytics and Reporting:
- Tracking campaign performance and ROI.
- Using data to inform and refine demand generation strategies.
Market Research and Insights:
- Conducting market research to understand trends and customer needs.
- Leveraging insights to tailor demand generation efforts.
- Working with sales, marketing, and product teams to align efforts and maximize impact.
- Guiding and collaborating with team members on demand generation initiatives
A Fractional Head of Demand Generation is more than just a campaign manager; they bring a high-level, strategic approach to creating market demand, ensuring that efforts not only generate leads but are closely aligned with the company’s growth objectives and market positioning.
When to hire a fractional Head of Demand Generation?
Bringing on a Fractional Head of Demand Generation can be beneficial in various scenarios:
For Strategic Market Engagement:
- When your company is looking to actively increase mindshare in a very competitive market.
During Scaling and Expansion Phases:
- Ideal for businesses in a growth phase requiring sophisticated multi-channel demand generation strategies. Think: LinkedIn ABM mixed with cold outbound + webinars + paid social.
In Growth and Scaling Phases:
- Ideal for VC funded startups experiencing rapid growth and needing to put fuel on the fire.
Under Budget Constraints:
- A cost-effective solution for organizations seeking expert guidance in demand generation without the full-time expense.
To Supplement Current Marketing Efforts:
- Useful for companies needing specialized skills in demand generation to complement their existing marketing strategies.
To Deal with Market Changes:
- Great for startups needing to adapt their demand generation strategies in response to evolving market conditions, especially during a recession.