Building Demand Gen That Actually Drives Revenue

Jeff West
Sr. Demand Generation Manager, Maximizer
It's one thing to generate leads—but when you start seeing $$ deals come through paid ads, that's when you know it's working.

Let’s Talk About Marketing

  • What’s your current role and how long have you been doing marketing?

    I'm currently the Senior Demand Generation Manager at Maximizer, and I've been in marketing for several years now. I started my journey as a Business Development BDR in a life science and material science software company, where I really enjoyed being that bridge between marketing and sales. I worked closely with campaign managers and sales teams to funnel leads from our marketing efforts, which was super rewarding.

    Now, in my role at Maximizer, I'm responsible for all aspects of demand generation and digital channels, as well as managing a digital marketing specialist who focuses on email design, landing pages, and overall demand gen campaigns. I also lead our Sales Development Representatives, who are part of our marketing and demand gen team. It’s exciting to see how demand generation has evolved into such a crucial part of marketing today, ensuring smooth lead handoffs between teams!

  • What would you say is your favourite thing about marketing?

    My favorite thing about marketing is the creativity involved in crafting campaigns that spark genuine interest. It’s exciting to be on the front lines, drawing prospects into a business—something many don’t recognize as marketing’s crucial role.

    I love the ability to generate demand; when you build a program and it runs successfully, and leads start coming in, it’s an amazing feeling. Industry-specific campaigns are particularly rewarding because they allow us to pinpoint pain points and challenges within a sector and leverage those insights across various companies.

    I also enjoy account-based marketing, where collaboration with sales is key. Running personalized campaigns for specific accounts—whether through dynamic ads or tailored landing pages—adds a unique challenge. It’s this blend of creativity and strategy that makes marketing so exciting for me!

  • How do you determine what are your top marketing priorities/goals?

    When determining top marketing priorities and goals, I focus heavily on conversions rather than just raw lead numbers. It's all about quality over quantity. I closely track how leads move through different stages - from MQL to SAL to SQL. What matters most is understanding what these leads are doing and how likely they are to convert into viable opportunities.

    For our SDR team within Demand Gen, I emphasize qualitative metrics over pure activity volume. We prioritize the number of meetings held, discovery calls, and demos conducted rather than just the number of outreach attempts.

    Ultimately, our goal is to deliver high-quality leads that sales will love. The end goal is always to have the sales team's appreciation for the leads we're handing over. After all, fostering that positive relationship between marketing and sales is crucial for overall success.

  • What do you consider are your top challenges when it comes to demand gen?

    One of the biggest challenges in demand generation is the constant need for innovation. You can't stay static for more than a few months - sometimes you're adjusting things monthly. It's challenging but also exciting; it keeps you on your toes and forces creativity. Another hurdle is getting that crucial alignment with sales. Depending on the organization, ensuring a seamless transition from lead entry to opportunity stages can be tricky. It's all about fostering collaboration between marketing and sales to create a smooth handoff process. Despite these challenges, they're what make the job interesting and push us to continually improve our strategies.

Let’s Talk About Agencies

  • What green flags do you consider when looking for an agency?

    When I'm looking at agencies, there are definitely some key things I'm watching for. First off, I want to see that they really get our challenges and pain points, you know? If they can dive deep into what makes demand gen tick, especially in digital ads, that's a great sign. I'm looking for agencies that understand the platforms and tech stack we're dealing with.

    I also love it when an agency can walk us through the whole process, from setup to development and execution. It's not just about talking a big game; I need to feel confident they can actually deliver and follow through.

    You can usually tell pretty early on if they're the real deal or just good at sales pitches. For me, the biggest green flag is that gut feeling you get when you're working with someone who truly understands what you need and has the experience to back it up.

  • What are some red flags that would make you reconsider working with an agency?

    Yeah, there are definitely some red flags I've learned to watch out for with agencies. One big one is when you're dealing with a huge team and can't keep track of who's doing what from week to week. It's frustrating when you're just shuffling emails around for months with no real results.
    Another red flag is agencies that claim they can handle everything, whether they're a small shop or a giant firm. In my experience, that's rarely true.

    A major issue is when an agency works with your direct competitors without disclosing it. That's a huge conflict of interest and feels pretty unethical.

    I also get wary when agencies don't seem truly invested in your success. You want a partner who's as passionate about your goals as you are, not just going through the motions.
    That's why working with Viviana at Dos Lados has been so different - they're unlike any other agency I've encountered

  • When engaging with an agency, what are your key expectations, and how do you measure success?

    When engaging with an agency, my key expectations focus on measurable results and ROI. Sure, we look at standard metrics like click-through rates and conversions, but the real priority is cost per opportunity. We need to match revenue to investment and see that ROI grow.

    In the first three months, especially if we're starting from scratch, it’s crucial to establish trends. I want to see lead quality improving, even if the quantity isn’t sky-high. It’s about conversion rates from leads to opportunities.

    By the 90-day mark, we should see consistent growth—maybe starting with 5 opportunities, then moving to 7, 10, and so on. Ultimately, I always bring it back to pipeline impact; that’s the true measure of success that really matters.

Let’s Talk About Dos Lados

  • When it comes to working with us, Dos Lados, can you describe the project/services we collaborated on?

    Working with Dos Lados has been a truly unique experience. I've had the fortune of collaborating with Vivi at two different companies, and they just get it. They understand demand generation, brand, and design, and can build from the ground up or step in at any point to lend expertise.

    What sets them apart is how they feel like part of your company. The passion and compassion they bring is unmatched - it's like you're their only client. Our conversations are both strategic and therapeutic. Their knowledge and expertise, combined with their genuine investment in our success, make them unlike any other vendor I've worked with. It's an incredibly valuable partnership that I really cherish.

  • What aspects of our partnership were most valuable to you, and what were some of the results you’ve seen?

    Working with Dos Lados has been incredible for building comprehensive paid advertising campaigns that really align with our demand gen efforts. They've helped us drive more opportunities and higher quality conversions from paid ads, which sometimes feels like a black hole where you see leads coming in but can't identify their path to becoming opportunities.

    The results have been significant. Our average deal size is typically around $2,500, but from paid ads, we're already getting demos for deals worth $10K. That's a 4-5x increase in our pipeline! This is a huge shift from before, when our PPC wasn't running effectively and we were mostly doing pay-per-lead stuff.
    Their focused, curated approach has been crucial. We're seeing improved results, and I think it'll only get better. It's really transformed how we view and use paid advertising in our overall strategy.

  • What has been the most unexpected benefit of working with us?

    The most unexpected benefit of working with Dos Lados has been the genuine friendship that developed alongside our professional partnership. Vivi and the team feel like they’re part of our company, almost like coworkers who become some of your best friends. That’s not something you typically expect from an agency.

    Their care and consideration for our success really shine through. It’s refreshing to work with people who are as invested in our goals as we are. This unique bond has made our collaboration not just productive but enjoyable, proving that a strong partnership can lead to lasting friendships. It’s this level of connection that truly sets Dos Lados apart from other agencies.

  • What advice do you wish you were given about marketing or working with agencies?

    When evaluating agencies, look for ones that truly personalize their approach to your business. If their pitch materials only feature your logo but focus entirely on their capabilities, that's a red flag. You want an agency that feels like an extension of your in-house team, deeply invested in your specific needs and goals.

    It's a bit like dating - if they only talk about themselves, that's likely how the relationship will go. Seek agencies that demonstrate they've taken the time to understand your business and can relate their expertise to your unique situation.

    The ideal agency partnership should feel like hiring an expert employee who's just not in-house. Look for signs they're genuinely interested in your success, not just showcasing their own achievements.

We're seeing a 4–5x increase in pipeline from campaigns that feel like they actually fit our voice. That's rare. It's what makes working with Dos Lados so effective.

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