AMA: Counterpart Marketing Lead, Erika Barbosa on Channel Mix

Your demand generation and account-based marketing strategies should complement each other, not compete. If they feel at odds, it’s worth reassessing your goals. Demand g...

Start with where your audience seeks trusted information and engagement. A product-led company’s channels will likely look different from a sales-led one because the buye...

The key is understanding where your audience goes for trusted information. There's no single answer, but a few things to consider:Research habits: Do they turn to search ...

Start by looking at how your audience prefers to engage. If they’re actively searching for solutions, inbound methods like SEO, content marketing, and organic social will...

Attributing pipeline and revenue across different channels can be tricky, but the most effective approach is to use both incrementality testing and Marketing Mix Modeling...

A/B testing helps optimize performance, but not everything is worth testing. Prioritize high-impact areas like:Messaging & positioning: Which key value props resonate...

Staying ahead of trends is critical, but it’s easy to chase every new thing without a clear strategy. Here’s how to approach it:Monitor audience behavior. If your target ...

Alignment isn’t a one-time setup — it’s an ongoing process. A few ways to keep things on track:Agree on definitions. What counts as a qualified lead? When does marketing ...

Some of the biggest pitfalls include:Assuming customers move in a straight line. The buyer journey is rarely linear, so don’t expect prospects to follow a perfect funnel....