Stephanie Eng

Demand Generation
& Industry Marketing
DroneDeploy for the Construction Industry
Goal: Create a scalable integrated campaign program to increase demand pipeline for 100+ net-new logos across
enterprise accounts within the Construction industry.

Phase 1: Data Analysis Phase 2: Program Development

Construction MQLs by Construction Opportunities by
Lead Source Lead Source • Determine program scale by reviewing Construction conversion
efficiency ratio (Tableau) – How many accounts we need to target to
meet our goal

Example: 1500 MQLs à 500 SQLs à 250 Opportunities à 100 Closed-Won

• Identify Construction accounts to pursue

• Understand the current state of the Construction industry database
(Marketo/SFDC)
o Marketable Leads and average CPL
o Average MQL volume per month
o Average Opportunity volume per month
o MQL/SQL/Opp data to identify ideal customer profile (ICP),
o AI/Machine Learning Tools (6sense) - Identify actively engaged
Construction accounts
o Generate lookalike accounts within 6sense for Construction
o Build account prospect list based on ICP with ZoomInfo and
upload into our database (Marketo)
• Devise a multi-tactical marketing approach tailored towards
Construction, factoring in ICP/Target Audience/Content Strategy/Buying
Stage/Pain Points/Value Propositions
• Review budget and necessary allocation across 3rd-party channels

Consideration
pain points, and value propositions 6sense Predictive In-

Decision
Market Accounts to

Awareness
• Construction lead sources and campaign engagement from internal Target

Purchase
and 3rd-party programs (Marketo/SFDC)
o First-Touch Attribution – Top 5 MQL/Opportunity lead sources
o Multi-Touch Attribution – Top 5 campaign contributors to
MQL/Opportunity
Engaged Accounts Not Engaged
DroneDeploy for the Construction Industry continued..
Phase 3: Cross-Collaboration Phase 4: Progression and Reporting

Develop and distribute the Marketing Campaigns Calendar with • Create reports and dashboard to track marketing campaign
broader team and executive stakeholders effectiveness
• Discuss upcoming priorities and campaign launch dates • Continuously strategize ideas and tactics for increased engagement,
• Review team SLAs as well as A/B testing

Contributing Key Responsibilities (SLAs managed via Notion) • Short Term Measurements < 3 Months
Roles
o Volume of Net New Leads (Marketo/SFDC)
Demand • Oversee the ongoing Marketing Campaigns Construction Calendar
• Identify and generate construction accounts to pursue o Monthly MQLs and Opportunities (SFDC)
Generation • Devise email nurture program leveraging audience segmentation
and ICP/intent/purchasing stage data o Engagement on lead and account level (6sense)
• Oversee ongoing promotions across content, webinars, blogs,
product demos, 3rd-party programs, display ads, direct mail, and o Campaign Performance and Engagement (Marketo/SFDC)
content syndication
§ Emails: Clicks / CTR / Opens / CTO / Downloads
Product • Develop and own Construction focused content creation calendar
(eBooks, webinars, product demos, infographics) § Webinars: Registrations / Attendees / No Shows
Marketing • Provide insight for sales enablement ‘cheat sheet’ around
Construction conversations with ICP/value propositions § Banner Display Ads: Impressions / Clicks / Downloads

Pre-Sales / Sales • Oversee targeted Outreach cadence leveraging BANT/ICP/intent

data and integrated marketing campaigns to cross-promote • Long Term Measurements 3+ Months
• Oversee day to day Drift chat conversations with targeted
Construction focused chat playbook o Progression of net-new leads (Marketo/Tableau)
o Program CPL, Cost Per Opportunity, and ROI (SFDC)
Digital Marketing • Leverage integrated Construction Campaigns Calendar to align
event/content/webinar promotions across web, social, SEO, and o Opportunity pipeline and closed-won (SFDC)
organic/paid ads (LinkedIn, Google, YouTube)

Field Marketing • Support strategy around company presence at Construction

industry focused events, conferences, sponsorships, and
tradeshows. Provide attendee lists for outreach/nurture
• Support Webinar programs
*Short-term and long-term measurements are based on average deal cycle =150 days.