AMA: Sentry Head of Demand Generation, Fanette Jobard on Digital Marketing Strategy

SEM can be implemented as soon as you have dedicated marketing resources. While it can seem complex initially, the barrier to entry is lower than many believe. SEM tools are generally affordable, and campaigns can be launched quickly, even with a modest budget. Collaborate with your product and engineering teams to identify relevant keywords. Even in highly competitive markets, focusing on niche or long-tail keywords can be a successful starting point. Leverage Google's recommended initial budge ...Read More

Is there such thing as offline channels in 2025? :DI recall a conversation with a CEO skeptical of out-of-home (OOH) advertising, like billboards. When I asked if he knew of Shen Yun, the Chinese performing arts troupe, he immediately recognized them and proved my point about billboards!We've also seen positive results from OOH campaigns, but the key is creating impactful billboards: simple, clear, and distinctive (always tricky). Measuring their effectiveness can be done through brand surveys, ...Read More

Website optimization is an ongoing process—a continuous refinement. There's always room for improvement in your KPIs. However, certain red flags signal immediate attention is needed: declining conversions, slipping SEO rankings, slow page load times, and increasing bounce rates.These are clear indicators that your landing page requires optimization and a little CRO love. A customer-centric approach is key. Ask yourself: Are users finding what they need? Are they frustrated? Is the messaging uncl ...Read More

For SEO, especially rankings and links, it's really important to keep URLs and pages the same if possible. There might be a few bumps along the way, and some pages might get missed, but that's where 301 redirects come in – they help us find those pages and keep the rankings as stable as possible. Sometimes you just have to change URLs, which isn't ideal, but it might be necessary in the long run. When that happens, we use 301 redirects to tell search engines where everything went and make sure t ...Read More

This is a great question, and there are many ways to approach segmentation. Each digital marketing team often develops a unique approach tailored to their specific business. Beyond the typical segments like company size, job title, and industry, I find segmenting by pain points particularly effective. This approach aligns well with product content and customer success stories. Ideally, I would focus on a specific pain point, connect it with relevant "jobs to be done" content, and nurture the con ...Read More

It depends a bit on whether you're using a PLG or Sales-Led model. PLG: Usually, the first sign is that trial leads aren't activating, or not enough inbound leads (demos, trials) are turning into paid customers. These are your red flags. Sales-Led: Conversions are important here too, but it's trickier. Sometimes it's just the season, sometimes it's lead quality, sometimes it's the process. The best thing is to talk to sales and SDRs. What's happening with the leads? Are they totally wrong for us ...Read More

It depends entirely on your marketing objectives. If your primary goal is lead generation, then lead volume is a key metric. You'd want to identify which channels are driving the highest volume of leads—perhaps it's Google Ads, YouTube, or a specific social media platform. However, volume alone isn't enough. The next critical question is which of those channels are delivering the most valuable leads, meaning the ones that ultimately convert into users or paying customers. If your focus is more o ...Read More

The best landing page is the one that converts best, right? But it's not always that simple! Relevance is key. You want to give people exactly what they're looking for. Search engines are smart – they want to show users the most relevant content, too. So, content that answers a question perfectly is what drives conversions. It's a process, though. Like ABM, you can build up to it: First step: Create one or two great landing pages for all your paid ads. Be super clear about what your product does ...Read More

I usually think it's a matter of education. You might be doing great at the top of the funnel with awesome, entry-level content, or maybe you're using channels that bring in colder leads, like content syndication. But the question is: how do you get those leads more engaged and create a sense of urgency? One thing I'd do (if cookies were still a thing at Sentry!) is go all-in on retargeting. But retargeting doesn't have to be creepy! You can get creative and use it like a way to keep the convers ...Read More