IT Demand Generation and ROI With Jonathan Huang

Jonathan Huang is the Head of Global Digital Marketing at Spinnaker Support, a global provider of on-premise and cloud-based enterprise software support services. With over 12 years of experience in digital marketing, e-commerce, and content production, Jonathan’s diverse background ranges from IT services to working with an NBA team. In his role, he leads demand generation efforts and specializes in crafting strategies that drive sales for enterprise software support services. He is known for his creativity in addressing marketing limitations in B2B and B2C companies. 

Here’s a glimpse of what you’ll learn: 

• [1:30] Jonathan Huang’s approach to disrupting traditional software support models
• [3:18] Interdepartmental collaboration between marketing and sales for revenue growth
• [4:34] Aligning marketing KPIs to CEO and CFO expectations to demonstrate ROI
• [7:17] The significance of clean CRM data for accurate marketing attribution
• [8:38] Practices that help align marketing efforts with revenue growth
• [10:44] How can you utilize CRM data to refine ad platform algorithms for better targeting?
• [16:17] The value of SEO and content marketing in capturing top-funnel traffic
• [21:46] Creative approaches for IT services marketing with limited budgets
• [34:28] Jonathan’s experience with the Denver Nuggets and marketing in professional sports

In this episode…

In this episode of the Tailwind Marketing Podcast, Carlos Corredor talks with Jonathan Huang, Head of Global Digital Marketing at Spinnaker Support. Jonathan shares his insights on aligning sales and marketing teams under one revenue umbrella, emphasizing the importance of clean data and collaboration. He also discusses key strategies for demand generation in long sales cycles and how his team improved their pipeline by focusing on bottom-funnel tactics and leveraging SEO to expand top-funnel reach.

Resources mentioned in this episode:

• Carlos Corredor on LinkedIn
• Condor Agency
• Jonathan Huang on LinkedIn 
• Spinnaker Support: LinkedIn | Website
• David G McDougall on LinkedIn

Quotable Moments:

• “Marketing is just as much art as science, even in digital.”
• “It’s those incremental changes and optimizations over time that make a difference.”
• “To any demand generation practitioners thinking differently, I encourage you to think of channels competitors are not on.”
• “Marketing is just reaching people where they’re at and helping them understand something they didn’t know existed.”
• “If we win, we all win together. But if we lose, everyone loses.”

Action Steps:

1. Align sales and marketing under one revenue umbrella to ensure cohesion and shared goals: This fosters communication and collaboration, turning marketing into a revenue driver.
2. Maintain clean CRM data for precise marketing attribution and effective campaign targeting: Clean data allows for more accurate measuring and optimization, which is essential for attributing success.
3. Focus marketing efforts on capturing existing demand before expanding into broader strategies: Narrowing down to what works can provide quick wins in lead generation. 
4. Invest in SEO and content marketing to fuel top-funnel growth and establish authority: Upper-funnel content engages potential customers early in the buying process and can lead to increased MQLs (marketing qualified leads) and opportunities. 
5. Be creative and explore channels your competitors may not utilize to stretch your marketing budget: Innovation and clever use of lesser-known channels can help you compete against companies with larger budgets.

Sponsor for this episode…

This episode is brought to you by Condor Marketing & Staffing. 

Condor is an ROI-driven digital marketing agency built by entrepreneurs for entrepreneurs. 

Our expert team helps clients identify and execute initiatives focused on business growth. We aim to democratize digital marketing with proven strategies and measurements that guarantee a return on investment by leveraging innovative technologies and the support of our Latin American office.

We provide strategic digital marketing advice, website development, content generation, SEO, performance marketing, social media marketing, CRM and email automation, web analytics and BI reporting, video production, and staffing services.

To learn more about our execution of ROI-focused marketing, reach out to us at CondorAgency.com or email us at support@condoragency.com.