AMA: Cloudflare Head of Digital Marketing, Nash Haywood on Channel Mix
July 25 @ 10:00AM PST
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Cloudflare Head of Digital Marketing, Nash Haywood on Channel Mix
Top Questions
Nash Haywood
Cloudflare Head of Digital Marketing • July 25
Stepping into a new role as a Demand Gen leader requires a strong understanding of the core business model, go-to-market strategy and revenue process, first and foremost. Here are the top 4 things I would focus on (in addition to understanding the business) as quickly as possible: Understand ......Read More
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1 request
Nash Haywood
Cloudflare Head of Digital Marketing • July 25
Industry event, associations and other organizations that already support your market are typically very interested in working with new brands. Insights on where your market goes to get additional industry information / current events can be found by simply sending a simple survey (with an incent......Read More
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Nash Haywood
Cloudflare Head of Digital Marketing • July 25
I've found that using a double-funnel approach to be one of the best ways to balance -- it helps align your team on goals, outcomes and other critical components to growth. The Double Funnel approach focuses on both high-value accounts and always-on marketing channels, and the combination helps i......Read More
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Nash Haywood
Cloudflare Head of Digital Marketing • July 25
B2B marketers should pay close attention to third-party directories. These platforms provide an excellent opportunity for prospects to discover your products or services, gain trust from unbiased user reviews, and, ultimately, assist in the decision-making process. Platforms like G2, TrustRadius......Read More
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Nash Haywood
Cloudflare Head of Digital Marketing • July 25
Offline channels are a good way to standout and diversify your marketing mix. I've found that direct mail is a great way to get started and can be core to an effective and personalized 1:1 or 1:few ABM strategy, especially if you have an interesting direct mail piece. Here's a blog post from Send......Read More
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Nash Haywood
Cloudflare Head of Digital Marketing • July 25
Generally, adding as much spend to the lower portion of the marketing funnel (aka demand capture) will typically result in high ROI on paper but sacrifices the upside effective brand marketing provides. Typically I recommend maximizing paid and organic search budget to capture all in-market buyer......Read More
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Nash Haywood
Cloudflare Head of Digital Marketing • July 25
Planning for and setting channel-specific goals in B2B is complex due to most channels being used at multiple stages of the funnel, creating a complexity in planning how to invest and evaluate performance. I’ve found these things to be most helpful when setting channel-specific goals across diffe......Read More
837 Views
1 request