How does an integrated campaign strategy differ when designed to meet pipeline/revenue goals versus a broader, TOFU-centric goal like increasing brand awareness?
2 Answers
Atlan VP, Growth • 3y
I believe that all integrated campaigns should exist to drive pipeline & revenue (there is an exception though: when this is not true is when you are creating a categ...
4789 Views
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y
The strategy will differ by the tools, tracking, and performance reporting you’ll use. Since the desired impact differs (revenue versus awareness), the tactics too will t...
411 Views
Related Questions
What variables affect your strategic choice of channels, when designing an integrated campaign?What are some factors you consider when determining whether an integrated approach is the best campaign strategy?What are key ingredients of a successful campaign launch ? How do you ensure that the launch is full proof