How do you adapt one strategy to garner different types of wins from different campaigns and how do you best set expectations with internal stakeholders about what kinds of results they might see over the life cycle of the demand generation strategy?

The key is having fluid strategy because things are constantly in flux (ie. business priority shift and budget reduction due to macroeconomic conditions). Hence, it’s always important to set clear OKRs (objective & key results) that the team can be accountable for. It’s important to use these as the north star metrics and communicate pacing and progress made across stakeholders and teams. For example, we run always-on performance first paid campaigns. The key metric we use to measure the effectiveness of our marketing investment is LTV/CAC. We update this metric every 6 months and use it to determine budget allocation across markets and channels.

How do you adapt one strategy to garner different types of wins from different campaigns?

It all starts with defining what your goals and objectives are. What worked well and what didn’t work well with the campaign? Take the learnings from the campaign and then identify how you can apply those learnings to the new campaigns. This is a smart approach. You don’t have to keep reinventing when something is working well. You can iterate and improve upon it as the strategy should be constantly evolving.

For the different campaigns, you should think of segmentation and the channel mix. What is your ideal customer profile (ICP)? Based on how the one campaign performed, how can you target them with the other campaigns? Also, the various campaigns should tell a similar story. Why? Even with segmentation, you want the narrative to be cohesive across the various channels you will deploy with your other campaigns.

How do you best-set expectations with internal stakeholders?

A few ways to set expectations is to first and foremost, embody what it means to be a clear communicator. With this communication, you should define timelines and milestones. This helps set expectations upfront. You should also establish a regular cadence of performance reporting. Try to get ahead of the questions.