François Royer Mireault

Are there other demand generation channels?

These 6 groups cover dozens of small tactics. It’s good start. But some tactics could be distinct channels/groups as they are frequently used as the sole demand generation channel for many startups.PRPress Relations – a subset of communications – fits well in the Paid bucket.

How to pick the best channels?

If you are a startup, choose carefully, 1-2 channel should be more suite for your industry/type of client/sales cycle/budget.

What mistakes do startups make in digital marketing?

Overinvesting in a robust technological infrastructure without knowing how to use it is a major pitfall. Startups often engage with other startups or review tech case studies and decide that tools such as "Intercom, Hubspot, Google Ads, LinkedIn Ads" are appropriate for them.

With a limited digital marketing budget, how should one approach it?

Limited Budget - Focus on a specific segment of the sales funnel. For instance, beginning with retargeting to optimize this part of the funnel is a solid starting point. We capture existing demand that is very close to conversion or an initial call with our company.

How to Approach Testing a New Digital Acquisition Channel (e.g., Google Ads)?

Don't focus solely on direct conversions. Identify soft conversions (like visitors to your Pricing page on the website) to capture more volume, which will enable a more comprehensive test. There's often a fine line between something working and not working. The bottleneck might be elsewhere, such as in product design, pricing, etc.