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How do you make decisions about the order in which different tactics go live on each channel within the larger campaign strategy?

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3 Answers
Integrated Campaign Marketing
  1. Abhishek GP
    Abhishek GP

    Atlan VP, Growth • 3y

    Your buyer's journey as well as your demand funnel, play a key role in this decision. First set of channels & tactics: A rule of thumb that has worked for me when launching a campaign is to select the channel(s) that provide the widest audience reach. I've consistently observed that 'Audience reach' & 'Frequency of reach' have had a clear impact on overall campaign performance (qualified lead volume and pipeline).  But the way I think about 'Reach' is that it is a necessary, not a suffic ...Read More

    4,077 Views
  2. Bhavisha Oza
    Bhavisha Oza

    Gong Performance Marketing Lead | Formerly Genesys, Instapage, Red Hat • 3y

    It is important to recognize that the B2B buying cycle is not linear. Various buyers can be in different stages of the buying cycle and the best way to address this is to have: Always-on tactics such as paid search, paid social, and email nurture. These are by nature evergreen campaigns and must be optimized quarterly or based on performance Time-sensitive tactics such as webinars, tradeshows and in-person and online BOF events such as executive round tables That said, it is important to have th ...Read More

    2,012 Views
  3. Erika Barbosa
    Erika Barbosa

    Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

    This question is very similar to a prior response I provided for the question: What factors affect the timing between different tactics going live? From my perspective, this shouldn’t be approached in a “one size fits all” mindset or formulated approach. This has to be tailored to your campaign’s goals and your target audience. Performance data needs to be monitored and you should respond based on what’s working and what’s not working. I do not recommend a “set it and forget it” approach. Keep y ...Read More

    289 Views

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