AMA: Addigy Director | Head of Marketing, Laura Lewis on Channel Mix

By it's very nature, a Product-Led approach usually focuses on offering a free trial of a product that is relatively inexpensive. It focuses on volume and digital interactions - and marketing should be sourcing the majority of revenue for the company. This means higher marketing budgets, more marketing staff, and a lower number of sales reps. The term "Product-Led" is really a misnomer, because marketing is a key piece of the equation to drive folks in. The free trial itself needs to offer an ex ...Read More

There are so many review platforms out there: G2, SoftwareAdvice, Gartner Peer Insights, TrustRadius, and more. B2B Marketers should ensure that profiles are created on the platforms that reach their target markets (for example, if your product is not software, then SoftwareAdvice is likely not a good fit). Creation of these profiles and including links back to your website as well as buying information will help boost your domain authority and provide potential buyers with information if they l ...Read More

This is the million dollar question! Many organizations often forget that these are two different things and focus too heavily on demand capture (think, search ads driving to your demo page). However, in order to capture demand, you also need to ensure that there is demand to capture. Think about a buying cycle in 3 stages: awareness, consideration, and purchase. In order to consider buying something, you need to know it exists. Demand capture focuses on people in the consideration and purchase ...Read More

Direct mail is often forgotten but can have a major impact. One thing to keep in mind is that direct mail is expensive and higher-touch, meaning it reaches less people for more money (time and dollars) required per person. It's best fit for larger enterprise deals or for valuable customers. Make sure you're verifying addresses between LinkedIn locations and company database locations, and partnering with sales to actively engage recipients once the mailer arrives. This is usually a bottom of fun ...Read More

This is a loaded question! There is no one right answer. Different channels will work for different organizations based on their buyer audience and their message. Here are a few to test to see if they work for your company: Advertising - the classic awareness channel. There are search and display ads, ads on social media platforms, video and static ads, ads on search engines, ads on affiliate websites or through the Google network... advertising generically to a wide audience will help build bra ...Read More

By it's very nature, a Product-Led approach usually focuses on offering a free trial of a product that is relatively inexpensive. It focuses on volume and digital interactions - and marketing should be sourcing the majority of revenue for the company. This means higher marketing budgets, more marketing staff, and a lower number of sales reps. The term "Product-Led" is really a misnomer, because marketing is a key piece of the equation to drive folks in. The free trial itself needs to offer an ex ...Read More