How do you determine the most effective channels for your campaigns?
1 Answer
Erika Barbosa
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • February 1
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 prefer to get their information. Consider testing these channels with low-budget investments to see if you can generate positive signals that you could then double down on.
I always like to go back to the point of understanding where your target audience likes to go for information. This approach is particularly helpful for being more prescriptive in channel selection.
714 Views
Top Demand Generation Mentors
Matt Hummel
Pipeline360 Vice President of Marketing
Bhavisha Oza
Gong Performance Marketing Lead
Fanette Jobard
Sentry Head of Demand Generation
Andy Ramirez ✪
Docker SVP, Growth Marketing (CMO Role)
Sheena Sharma
JumpCloud Vice President, Revenue Marketing
Sruthi Kumar
Notion Account-Based Marketing - Lead
Joann Guo
Spotify Associate Director, Growth Marketing
Kanchan Belavadi
Snowflake Head of Enterprise Marketing, India
Laura Lewis
Addigy Director | Head of Marketing
Steve Armenti
Google Account-Based Advisor to B2B SaaS
Related Questions
What factors do you consider when setting campaign goals and objectives?Does Campaign Operations typically fall into the responsibilities of Demand Generation or Marketing Operations?What are the most important processes to put in place to empower your marketing team with better campaign operations?What testing methodologies do you employ to optimize campaign performance?Which items shouldn’t be prioritized for better campaign execution?How do you define what should be de-centralized or centralized core processes that impact how teams launch and execute campaigns?