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AMA: Freshworks Senior Director - Global Demand Generation, Abhishek GP on Integrated Campaign Marketing
December 1 @ 10:00AM PST
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Freshworks Senior Director - Global Demand Generation, Abhishek GP on Integrated Campaign Marketing
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Abhishek GP
Freshworks Senior Director - Global Demand Generation • December 1
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 messa......Read More
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Abhishek GP
Freshworks Senior Director - Global Demand Generation • December 1
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 ca......Read More
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Abhishek GP
Freshworks Senior Director - Global Demand Generation • December 1
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 'Au......Read More
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Abhishek GP
Freshworks Senior Director - Global Demand Generation • December 1
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 mult......Read More
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