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Bhavisha Oza

AMA: Gong Performance Marketing Lead, Bhavisha Oza on Demand Generation Strategy

March 21 @ 10:00AM PT

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  1. How do you determine which types of campaigns to include in a Demand Generation strategy?

    Bhavisha Oza
    Bhavisha Oza

    Gong Performance Marketing Lead | Formerly Genesys, Instapage, Red Hat • 3y

    A demand gen strategy should be a mix of campaigns tied to funnel stages. Content must be created to align with each of these stages 

    1. Brand Awareness
    2. Top of Funnel campaigns 
    3. Middle of Funnel campaigns
    4. Bottom of Funnel campaigns

    Also see the answer to How do awareness stages influence your demand generation strategies?

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  2. How do awareness stages influence your demand generation strategies?

    Bhavisha Oza
    Bhavisha Oza

    Gong Performance Marketing Lead | Formerly Genesys, Instapage, Red Hat • 3y

    Below is how I would define the demand gen strategy, create content and plan campaign tactics aligned to the 5 stages of awareness UNAWARE: Demand gen strategy: Build awareness Content strategy: create blogs, media articles, podcasts to drive awareness Campaign tactics: Promote via organic social, YouTube, Spotify/Apple podcast PROBLEM AWARE: Demand gen strategy: Drive top-of-funnel demand Content strategy: Help them solve the problem with How to guides, best practice playbooks, cheat sheets, ma ...Read More

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  3. What recommendations do you generally provide at the end of a campaign?

    Bhavisha Oza
    Bhavisha Oza

    Gong Performance Marketing Lead | Formerly Genesys, Instapage, Red Hat • 3y

    Here are three things I would recommend at the end of a campaign:

    1. Compare performance to goals
    2. Update your campaign strategy slides/doc with results, highlights and lessons learned
    3. Bring the team together for a campaign retrospective meeting. Discuss what worked well and what can be done better

                                        

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  4. What are your best practices for scoring inbound leads?

    Bhavisha Oza
    Bhavisha Oza

    Gong Performance Marketing Lead | Formerly Genesys, Instapage, Red Hat • 3y

    Below are 9 best practices for scoring leads Build your scoring model with demographic and behavioral scoring. Collaborate with your Product Marketing team to define the ideal customer profile (ICP) and buyer persona. These will help with demographic scoring attributes such as company size (# of employees), revenue, vertical/Industry, job title, job level. Use data enrichment tools such as Clearbit, Zoominfo etc to populate this info wherever possible Collaborate with your Campaigns team to defi ...Read More

    1,762 Views
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  5. When do you include both net-new campaigns and expansion/upsell campaigns in a demand generation strategy?

    Bhavisha Oza
    Bhavisha Oza

    Gong Performance Marketing Lead | Formerly Genesys, Instapage, Red Hat • 3y

    There are three scenarios I can think of here:  New product launch  Thought leadership campaigns Campaigns with the theme of Business / Technology / Industry Trends  In all of the above scenarios, it is important to target both new business and existing customers for your campaign. In case of a new product launch, you would execute a full-funnel integrated campaign with content such as analyst reports (ToFu), best practice webinar (MoFu), video demos (BoFu) and promote it across digital channels ...Read More

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