AMA: Gong Performance Marketing Lead, Bhavisha Oza on Digital Marketing Strategy

Direct mail is an offline channel that, when done thoughtfully, can drive results. Below are some direct mail campaigns that have been successful for me. Outbound direct mail: Empower your sales development teams to book meetings with prospects from target accounts. Have quarterly campaigns tied to seasonal themes such as summer, fall, etc., or topical themes. Get creative with concepts that will resonate well with your target audience. A memorable direct mail campaign I was the recipient of was ...Read More

Given the complexity of the B2B buying cycle, this is not an easy question to answer. Each lead source has a role to play in the buyer's journey and it is important to track the lead source with the right lens. Below is a five-step process that has worked well for me. Define a baseline, track and monitor channel metrics, funnel metrics, and ROI of your paid media channels.    Paid Search and Paid Social  Channel metrics:  Ad CTR  Landing page conversion rate  CPL  Funnel metrics:  MQLs   MQL con ...Read More

Growth marketing is a full-funnel approach to marketing that focuses on strategies and tactics to drive revenue growth. It goes beyond driving leads. The focus is on driving leads that convert into pipeline and closed-won revenue. It is next-level digital marketing that requires a commitment to continuous experimentation and optimization to drive revenue growth. A typical growth marketing team comprises digital marketing experts who focus on SEO, website demand gen, paid search, and paid social. ...Read More

Enterprise demand gen is complex. Buying committees are large, and the buying cycle is long. According to a Google/Bain study, B2B buying committees have an average of 17 stakeholders, and on average, it takes 40 touchpoints for each of these buyers to influence the B2B buying decision. Below are four steps to help you get started. Step 1: Start with creating the content by persona mapped to the buyer's journey. Create content for primary and secondary persona. According to Gartner, B2B buyers h ...Read More

Follow the Gartner B2B buying jobs framework referenced in the question on enterprise demand gen above. Address the challenges specific to the buyer persona and explain how your product/solution can help solve them. For example, a business buyer will have different challenges than a technical buyer. Personalize the messaging to their specific needs while maintaining your brand tone/voice. Be sure to test the messaging with select customers, or you can use tools such as Wynter to see if your mess ...Read More