AMA - Erika Barbosa on Demand Generation Strategy

What are your top performing email strategies you’ve used historically?

Counterpart Marketing Lead • May 22

I'm going to take a slightly different angle on this question compared to some of the more proven approaches, such as onboarding flows and nurture sequences. In my experience, the more you can personalize the message, the better. For example, you can ask profiling or qualification questions duri......Read More

500 Views

Erika Barbosa

Counterpart Marketing Lead • August 15

I'm going to take a slightly different angle on this question compared to some of the more proven approaches, such as onboarding flows and nurture sequences. In my experience, the more you can personalize the message, the better. For example, you can ask profiling or qualification questions duri......Read More

426 Views

1 request

When should a company focus on an SEM strategy?

Erika Barbosa

Counterpart Marketing Lead • November 22

SEM is helpful at a variety of stages. I wouldn’t say there is a specific moment when a company should focus on an SEM strategy though. It depends on your goals. Here are some questions to consider for when you should launch SEM: * How much coverage do you have from an SEO perspective? SEM i......Read More

564 Views

Erika Barbosa

Counterpart Marketing Lead • August 15

SEM is helpful at a variety of stages. I wouldn’t say there is a specific moment when a company should focus on an SEM strategy though. It depends on your goals. Here are some questions to consider for when you should launch SEM: * How much coverage do you have from an SEO perspective? SEM i......Read More

426 Views

1 request

What internal and external stakeholders do you involve in your strategy development?

Erika Barbosa

Counterpart Marketing Lead • December 23

For strategy development, I recommend thinking about this similar to a RACI model (responsible, accountable, consulted, and informed). You’ll need to include internal and external stakeholders who are involved to some capacity or need to be informed. You’ll want to be able to answer questions suc......Read More

546 Views

1 request

How do you present the success of the email strategies to the stakeholders?

Erika Barbosa

Counterpart Marketing Lead • August 15

Email marketing continues to be a staple in marketing programs. It is critical to best understand how to present success to your stakeholders in meaningful ways. To present success, I recommend addressing the following: * Define what success looks like. What metrics will you report on to best ......Read More

434 Views

Erika Barbosa

Counterpart Marketing Lead • November 16

You present the success of the email strategies you are managing by focusing on metrics that matter. Tie your efforts back to revenue when you can. Open rates are interesting, but this metric does not truly speak to the success of your email strategy. With the progression of privacy and lack o......Read More

2154 Views

1 request

Are there specific channels you would consider fundamental to a successful Demand Generation strategy?

Erika Barbosa

Counterpart Marketing Lead • November 18

The one channel I would say is fundamental is SEO. Aside from SEO, there are too many variables to classify a channel as fundamental (e.g., business objectives, budgets, etc.). From my experience, it's imperative to have a testing mindset for demand generation. If you view demand gen from that......Read More

2204 Views

Erika Barbosa

Counterpart Marketing Lead • August 15

Specifically focusing on “foundational” channels, I would recommend three: SEO, email, and CRO. Depending on the business, there may be adjustments to this, but the channels I outlined below are applicable across the board. * Search engine optimization (SEO). Your SEO strategy is for playing th......Read More

544 Views

1 request

If you feel that the most effective fundamental channels vary from strategy to strategy, then how would you differentiate between channel options to choose the best tactics for a particular play?

Erika Barbosa

Counterpart Marketing Lead • November 17

I recommend viewing this question from the perspective of a demand generation toolbox. From strategy to strategy and based on the goal at hand, you will use a variety of tools. This is the nature of demand generation. If you factor in seasonality, product offerings, and just pure human nature,......Read More

4539 Views

1 request

What are the variables that you take into consideration when making these judgments (audience, product, pipeline goals, etc.) and how does each variable impact the finalized strategy?

Erika Barbosa

Counterpart Marketing Lead • March 5

I will always start with the goal or objective of the strategy. What are we trying to accomplish and what do we need to support this goal? * Resources. Do you have enough team members to support the strategy? Do you have a budget earmarked for the project? * Audience. How can you segment yo......Read More

621 Views

Erika Barbosa

Counterpart Marketing Lead • August 15

I will always start with the goal or objective of the strategy. What are we trying to accomplish and what do we need to support this goal? * Resources. Do you have enough team members to support the strategy? Do you have a budget earmarked for the project? * Audience. How can you segment y......Read More

488 Views

1 request

What are some typical indicators that website optimization should be a priority in your digital marketing strategy?

Erika Barbosa

Counterpart Marketing Lead • November 10

I am of the perspective that website optimization should be incorporated as a priority (at least to some capacity) with all digital marketing strategies. I believe having a testing mindset is critical for growth. I do not recommend thinking about it as it relates to indicators for whether or not ......Read More

2075 Views

1 request

What has worked well for you defining the segmentation strategy for various digital channels?

Erika Barbosa

Counterpart Marketing Lead • August 15

In order for your segmentation strategy to work, it’s important to have product-market fit (PMF) and a solid understanding of your (ICP) ideal customer profile. This will help guide you in segmentation. Start with the question, “where does this segment of my customers hang out”? Depending on the ......Read More

508 Views

Erika Barbosa

Counterpart Marketing Lead • January 12

In order for your segmentation strategy to work, it’s important to have product-market fit (PMF) and a solid understanding of your (ICP) ideal customer profile. This will help guide you in segmentation. Start with the question, “where does this segment of my customers hang out”? Depending on the ......Read More

744 Views

1 request

What recommendations do you make in order to assure the continued success of your strategies?

Erika Barbosa

Counterpart Marketing Lead • August 15

Great question! It’s helpful to approach your demand generation strategies from the perspective that it is constantly evolving. Approach it from a growth mindset. This is not a “set it and forget it” scenario. Here are a few recommendations to get started: * Speak with customers. First and f......Read More

478 Views

Erika Barbosa

Counterpart Marketing Lead • February 14

Great question! It’s helpful to approach your demand generation strategies from the perspective that it is constantly evolving. Approach it from a growth mindset. This is not a “set it and forget it” scenario. Here are a few recommendations to get started: * Speak with customers. First and f......Read More

658 Views

1 request

AMA: Observable Head of Growth Marketing, Erika Barbosa on Demand Generation Strategy

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