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How to Build a Successful Content Marketing System For Demand Generation

Posted on June 26, 2014 by Glenn Gow

One of the key changes in marketing in recent years is the advent of content marketing as a principal tool in demand generation. Another is that marketing is becoming more and more technical. Marge Breya, EVP and CMO of data integration company Informatica and architect of the company’s marketing system, works on the front lines of these changes.

In this episode of Moneyball for Marketing, Marge shares how Informatica uses a content marketing system to develop a sales pipeline and the technical metrics the company uses to measure demand generation success. Key points include:

  1. Funnel Creation: The stage-based content marketing system used by Informatica and the returns it targets at each stage from broad awareness to conversion.
  2. Measuring what matters: The precise philosophy Informatica uses to benchmark and influence the qualified pipeline yield obtained for every dollar of demand generation spend.
  3. Setting up the Win: A recipe for not only determining how to share the prospect pipeline that demand generation activities are responsible for, but also how to characterize the nature of each sales rep to ensure their greatest chance of success converting leads into buyers.
  4. PPC ROI: The return on PPC investment Informatica expects from its advertising program and how Informatica fine-tunes its keyword approach across various regions.
  5. Industry Change: The changes that Marge predicts in sales model and content marketing strategy for her company and the industry in the coming years.


Marge Breya is the Executive Vice President and Chief Marketing Officer of Informatica. Informatica provides data integration, data quality and big data solutions to enable companies to access, integrate and trust their information assets residing on premise and in the Cloud.  At Informatica, Marge is in charge of the corporate brand, field marketing, corporate communications, web properties, Informatica University and integrated marketing efforts. She also leads the company’s corporate positioning, branding and identity, marketing campaigns, public relations, social media and global field marketing programs. Marge holds a MBA from the University of Oregon and a B.S. in Electrical Engineering from the University of Illinois. 
Read the full transcript here

Glenn Gow

Glenn Gow is an expert in marketing performance, Coach, Board Advisor, Author, Speaker, Podcast Host and Founder & Advisor of Crimson Marketing. Follow me on TwitterLinkedInGoogle+. To get a free copy of Crimson’s One-Page Marketing Metrics Funnel, visit here.

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