AMA: Heap Vice President, Marketing Acquisition & Growth, Sheena Sharma on Campaign Operations
March 28 @ 10:00AM PST
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Heap Vice President, Marketing Acquisition & Growth, Sheena Sharma on Campaign Operations
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Sheena Sharma
Heap Vice President, Marketing Acquisition & Growth • March 28
* Clear QA processes and approval processes. At Envoy we actually created a Google Form that at least one person (who didn't build the campaign/email) had to fill out to confirm that every critical QA element was covered (ex. subject line, correct links, correct targeting on emails). AN......Read More
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Sheena Sharma
Heap Vice President, Marketing Acquisition & Growth • March 28
Typically, I've seen this fall under marketing operations. There have been cases where marketing operations owns more of the tech stack, integrations, and programs like scoring and database management, and campaign operations + execution sits within the demand generation teams. I've seen a decent......Read More
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Sheena Sharma
Heap Vice President, Marketing Acquisition & Growth • March 28
I think that strategically, there are definitely some things that make sense to work from a centralized perspective: Ex. global lead scoring, tech stack integrations, lead routing, website operations. Then, there are places where decentralized operations make sense, especially as it relates to re......Read More
384 Views
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Sheena Sharma
Heap Vice President, Marketing Acquisition & Growth • March 28
I think A/B testing and evaluating statistical significance is obviously the highest fidelity type of testing you can do, but in the startup world I find that the speed with which you can test and learn is limited if you solely rely on A/B tests. I have found that thinking about things from an MV......Read More
467 Views
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Sheena Sharma
Heap Vice President, Marketing Acquisition & Growth • March 28
I have a three-pronged strategy that works pretty well: And that's the concept of (1) quarterly plans, (2) documented strategic briefs for every campaign and (3) quarterly retrospectives. I love the concept of quarterly retrospectives, where you revisit your strategy (which should always be clea......Read More
364 Views
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