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Bhavisha Oza

AMA: Gong Performance Marketing Lead, Bhavisha Oza on Integrated Campaign Marketing

January 26 @ 10:00AM PST
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Gong Performance Marketing Lead, Bhavisha Oza on Integrated Campaign Marketing
Top Questions
How do you make decisions about the order in which different tactics go live on each channel within the larger campaign strategy?
Bhavisha Oza
Bhavisha Oza
Gong Performance Marketing Lead • January 27
It is important to recognize that the B2B buying cycle is not linear. Various buyers can be in different stages of the buying cycle and the best way to address this is to have: 1. Always-on tactics such as paid search, paid social, and email nurture. These are by nature evergreen campaigns ......Read More
896 Views
1 request
What variables affect your strategic choice of channels, when designing an integrated campaign?
Bhavisha Oza
Bhavisha Oza
Gong Performance Marketing Lead • January 27
The key variable that affects the choice of channels is -- target audience. 1. Audience type - Is this a new business campaign or install base, cross-sell / up-sell campaign? New business campaigns are heavy on paid media and install base campaigns are heavy on owned media 2. Market se......Read More
866 Views
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How can the visual design and messaging of a campaign be integral to providing a cohesive experience for the target audience?
Bhavisha Oza
Bhavisha Oza
Gong Performance Marketing Lead • January 27
* Messaging and content should be funnel specific and aligned with the buyer jobs to be done. I have used the Gartner B2B Buying methodology which is based on the foundation that the buyer’s journey involves a common set of “jobs” that must be completed to their satisfaction before they......Read More
1051 Views
1 request
How can a marketer plan for cohesiveness across tactics and channels with different levels of audience engagement?
Bhavisha Oza
Bhavisha Oza
Gong Performance Marketing Lead • January 27
This is where using Account Based Marketing and Demand Unit Waterfall (DUW) comes into play, especially for B2B Mid-market and Enterprise segments. Integrating a solution like Demandbase into your tech stack will help you identify accounts based on how they engage with your campaigns and execute ......Read More
1571 Views
1 request
What are key ingredients of a successful campaign launch ? How do you ensure that the launch is full proof
Bhavisha Oza
Bhavisha Oza
Gong Performance Marketing Lead • January 27
First, I’d like to define a B2B campaign as a set of tactics that will drive pipeline revenue for a particular solution or a market segment. The campaign timeline can span over a quarter or 6+ months. To launch a successful campaign you first need to answer these 5 questions. * What are the ......Read More
1298 Views
1 request