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

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: Always-on tactics such as paid search, paid social, and email nurture. These are by nature evergreen campaigns and must be optimized quarterly or based on performance Time-sensitive tactics such as webinars, tradeshows and in-person and online BOF events such as executive round tables That said, it is important to have th ...Read More

The key variable that affects the choice of channels is -- target audience. 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 Market segment - Is this an SMB/mid-market campaign or an enterprise campaign? New business SMB/Mid-market campaigns are largely driven by inbound tactics such as paid search, website, SEO whereas Enterprise campaigns require an ...Read More

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 channel tactics based on the DUW stages Target Demand This stage is all about sizing the market and identifying your Total Addressable Market or TAM based on your Ideal Customer Profile (ICP). Which acco ...Read More

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 campaign goals Begin with the end in mind. Keep your eyes on the prize and optimize relentlessly Who is the Target audience Persona - Business and technical buyer Segment - Enterprise, Mid-market, SMB Geo - Nor ...Read More

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 decide to buy. To enable buying, marketers need to meaningfully help buyers complete a set of specific buying “jobs” including: Problem identification - Thought leadership content, blogs Solution exploration - E-bo ...Read More