AMA: Observable Head of Growth Marketing, Erika Barbosa on Campaign Operations
February 1 @ 10:00AM PST
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Observable Head of Growth Marketing, Erika Barbosa on Campaign Operations
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Erika Barbosa
Counterpart Marketing Lead • June 10
First and foremost, I believe it starts with clear goal setting. The goals and desired business outcomes should help drive the processes that need to be put in place. While it may sound simple, it is a powerful first step to document standard processes (e.g., campaign planning and tracking) and ......Read More
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Erika Barbosa
Counterpart Marketing Lead • February 2
Based on my experience, campaign operations usually fall under marketing operations. However, this may largely depend on the stage of the business. For startups, it may make more sense to include this under demand generation until the company scales. For enterprises, it may be more appropriate to......Read More
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Erika Barbosa
Counterpart Marketing Lead • January 15
From my experience, campaign operations fall under marketing operations except with smaller teams such as startups. For example, I work at a startup and drive the majority of the campaign operations as they are needed for my programs. Since I have experience in this it actually works in my favor.......Read More
532 Views
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Erika Barbosa
Counterpart Marketing Lead • June 11
The direction for this question is specific to your business. The degree of centralization and decentralization is based on your business's goals, the structure that is best suited for your business at a given time, and available resources. What I recommend is considering the support needed for ......Read More
330 Views
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Erika Barbosa
Counterpart Marketing Lead • January 17
I love this question. Oftentimes the question is what you should focus on, but what we should not focus on is equally important. I recommend not focusing on: * Perfection. Perfection is probably one of your biggest enemies. This is both professionally and personally. * Growth at all costs. ......Read More
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Erika Barbosa
Counterpart Marketing Lead • June 1
First and foremost, the tools need to support your goals. You could have all the tools available, but they may not align with the desired business outcomes. Once you have aligned your goals and requirements and have a set strategy for foundational purposes, only then should you consider investing......Read More
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Erika Barbosa
Counterpart Marketing Lead • February 2
First and foremost, I prefer to define how we are going to measure success. What does success look like? It's helpful to define the overarching goal, but I recommend getting everyone on the same page at the inception of the campaign regarding how that goal will be measured. You should also consi......Read More
521 Views
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Erika Barbosa
Counterpart Marketing Lead • February 2
Utilize your personas, jobs to be done, ideal customer profile, etc., as the basis for your research. Begin by documenting the goals you aim to achieve with this campaign. Based on these documented goals, determine the target audience that will drive the desired business outcome. Typically, you ......Read More
548 Views
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Erika Barbosa
Counterpart Marketing Lead • February 2
I would start with historical data, if available. Based on past trends, you can identify your safe bets, as they have proven to be effective over time. Suppose you are in more of an experimentation phase. In that case, I would focus on identifying where your customers and prospects trust and pre......Read More
532 Views
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Erika Barbosa
Counterpart Marketing Lead • February 2
I recommend starting by modeling out the forecasted results. Once you have these estimates, you can better determine the contribution by each channel, which will help you allocate the percentage of spend accordingly. I would also consider reallocating the budget once you have data and a better u......Read More
516 Views
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Erika Barbosa
Counterpart Marketing Lead • February 2
I highly recommend building rituals around campaign briefs, kickoff meetings, project check-ins, and retrospectives. Essentially, you'll want to consistently convey what is working and what isn't working on a regular cadence. This not only helps inform future strategies but also aids in developi......Read More
1024 Views
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