Building 'discoverability' for successful demand gen | Perla Virgen-Silva (Mixpanel)

Perla Virgen-Silva (Senior Global Demand Generation Manager at Mixpanel), frames demand gen work as a bet on “discoverability," making the work more tangible and customer-centric. We also dive into getting data right in order to align the org to a common goal.

(01:15) - Perla's background and journey to Mixpanel

(04:06) - What's the difference between demand gen and growth marketing?

Keep reading: Emily Kramer’s LinkedIn post about growth marketing

(07:34) - Do you start with a campaign or start with available channels?

(11:22) - Think of demand generation as 'discoverability'

(14:36) - Discoverability depends on a solid distribution plan

(16:50) - Customer-centric thinking opens up creative channels

(22:27) - Data is a crucial investment for marketing teams

(28:23) - Use your customers and audience as a guiding factor

Connect with Perla Virgen-Silva

Connect with Ellen Schwartze

Follow Knotch on LinkedIn

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.