#demand generation

Needs to be involved in product design and human interaction behaviour.

Not in doing paid search marketing and programmatic.

In a SaaS/ Cloud world, the product itself is the best marketing engine and nowhere can you “growth-hack” more than within the product feature set.

The problem is, most SaaS organisations treat the product as the holy grail (rightfully so) and marketing as an afterthought.

So growth marketers, growth hackers, digital marketers (and whatever other fancy titles they come in) all end up doing endless sequences of paid advertising to drive what is the end of the road for most digital talent - lead generation.

Imagine - all that marketing talent using their brains to get people to fill forms.

If you truly want to drive “digital transformation”,

• let “digital” talent be involved with the product team from the get-go
  
• let them analyse user data to understand human behaviour and usage
  
• let them communicate that back to the design teams 
  
• let them use the concepts of search, social and programmatic to influence product features that drive organic and referral growth
  

That would bring transformation.

For doing programmatic and paid SEM to drive lead generation - hire an agency.