Maricor Resente heads up Demand Generation at NewsCred, and the path she took to get here is pretty remarkable. Originally from the Philippines, Maricor came to the US at the age of 17 – quickly landing a job and putting herself through school in the Bay Area.
By 20 she’d embarked on a marketing career, managing a 21-credit course load while working 40 hours a week. At the time, the field, “was viewed as girls who could draw pretty pictures, especially in the man-infested world of tech,” says Maricor. “I wanted to prove that I was carrying my own weight, and the only way to do that is through hard numbers.”
And that’s just what she’s been doing. Joining NewsCred in 2013, she’s built up our demand generation system from scratch, continuously honing the lead generation process while growing the team. Passionate about tech and endlessly driven, she’s not the type to keep her head down.
How do you define demand generation?
Demand gen is the downstream of every other marketing function – design, content, social, branding – because without content and design, there’s no way I can produce the landing pages I drive traffic to. Without branding and social, there’s not going to be a vehicle for our audience to get to know the brand. Without PR, the message doesn’t get out. So all of these things together create the generation of demand for our product from our audience.
What do you do at NewsCred?
As a B2B marketing team, our job is to be as predictable, scalable, and measurable as possible. Demand generation makes that happen. With B2B (business to business sales), we have fewer customers which means you can directly attribute your marketing activities to a sale, so the value a marketing team offers is that much more tangible. I put a dollar value on every function and prove that value. I track our team’s budget and make sure our marketing efforts are successful and cost effective. Then I make sure high-quality leads, or people interested in our services, are being nurtured or reached out to by our sales team.
Can you share your top five best demand gen practices?
- Decide on a good CRM [customer relationship management] and marketing automation tool. Have both be bi-directionally synced.
- Keep in mind that sales is your client, but also your team’s counterpart. How much can they handle? How many leads and how much volume are you pumping in? It’s important to keep communication open so leads are being handled and deals can be closed with nothing falling through the cracks.
- Always lead with data; never assume anything.
- Get the buy in of the sales team for everything you do. If they don’t like what you’re doing, they’re not going to work with you and your campaigns are going to look like you wasted money.
- Be patient with your campaigns; wait to see results. Don’t be trigger happy and too reactive in iterating. I’ve definitely gone in and changed things too soon, not realizing that things were just taking off.
What are you most excited about at work right now?
I just downloaded the SalesForce1 app on my phone, and I’m constantly refreshing it for dashboards and reports. I get super excited whenever there’s a new marketing opportunity generated. I have a whiteboard next to my desk with a ticker of how much more we need to get and every time there’s a new marketing opportunity, I’m just like, “Yes! One more!”
Proudest professional moment?
I’m passionate about what I do and I’ve explained it to my friends (who work in different fields) and now they basically talk to me in demand gen jargon. All of them think about dating in terms of lead generation. They go, “Oh, did you meet a guy? Was he a qualified lead or is he getting recycled and going down the funnel?” It’s pretty funny, I literally apply my job to my everyday life. But, because of me, they understand the language and can use it whenever.
What’s the best career advice you’ve ever received?
I’ve always believed that with work, all you really need is that one person to believe in you. The rest is just up to you. The person who believed in me when I was starting out, who gave me the chance to be a customer-facing marketing associate at 19, told me take chances, experiment and make as many mistakes as you can while you’re young. What I lacked in experience or education I made up for with fear of failure. I just wanted to learn – and I’ve never been afraid to be myself.
By Anastasia Dyakovskaya, NewsCred Contributor
Originally published on Jun 30, 2014 10:42 PM, updated Sep 23, 2016