AMA: Freshworks Senior Director - Global Demand Generation, Abhishek GP on Integrated Campaign Marketing

I believe that all integrated campaigns should exist to drive pipeline & revenue (there is an exception though: when this is not true is when you are creating a category). The biggest difference between these two goals is the volume and the type of buyers you choose to ignore or add to your campaign strategy. For example, an integrated campaign strategy that is focused on meeting pipe goals (assuming limited funds) is focused (more) on two buyer stages - Consideration & Intent. It theref ...Read More

Your buyer's journey as well as your demand funnel, play a key role in this decision. First set of channels & tactics: A rule of thumb that has worked for me when launching a campaign is to select the channel(s) that provide the widest audience reach. I've consistently observed that 'Audience reach' & 'Frequency of reach' have had a clear impact on overall campaign performance (qualified lead volume and pipeline).  But the way I think about 'Reach' is that it is a necessary, not a suffic ...Read More

Let's first define an 'integrated campaign' approach.  At its core, the 'Integrated' approach implies three things - knowing and using the buyer's journey as the premise to building the marketing strategy, aiming for consistency in marketing across touchpoints & sequencing your messaging across these touchpoints A 'campaign' is nothing but a coordinated set of assets & tactics to help your buyers progress from Awareness to Consideration to Decision. The other underrated impact of a campa ...Read More

Here are the four most important parameters that determine your Channel strategy when designing an Integrated Campaign.  1. Who? - Audience Are you talking to developers, end-users, or decision-makers?  How large is the buying group for your product?  Is your product a single or multi-department purchase? 2. Why? - Marketing objective Is your campaign objective creating awareness, building pipeline, or accelerating pipeline? Each objective dictates the count of audience you have available to tar ...Read More