Sharebird
Sign Up / Sign In

What factors do you assess in order to properly prioritize the timing of and budget allocated to different campaigns within a strategy (for example, launching an Account Based Marketing campaign versus a brand awareness campaign)?

Answer
4 Answers
Demand Generation Strategy
  1. Emily Chisholm
    Emily Chisholm

    Seso Head of Demand Generation • 3mo

    Look at your highest value best fit accounts, and really dive into how they bought from you: how they found you, who they talked to, how many times, what their hesitations were, where the trust was built, etc. It also depends on what type of product you sell. But also, experiment! You can test an ABM approach and see if it moves things along. If it does, do more. If it doesn't, keep building the demand engine and plan for the buying cycle you have, not the one your CEO wants.

    535 Views
  2. Kanchan Belavadi
    Kanchan Belavadi

    Snowflake Director Field Marketing - GCC, India • 1y

    The key factor that influences where marketing budget should be allocated is Business Objectives. Is the company more focused on new logo acquisition or expanding its footprint in existing accounts? What is the renewals trends? Once you have clarity on these, you know where the budget needs to go and also when. Apart from that, there are other factors, like market timing, e.g. if you are running brand awareness - don't run digital campaigns in December as everyone is finishing their year-end bud ...Read More

    601 Views
  3. Steve Armenti
    Steve Armenti

    Google founder @ twelfth ⚡️ data-driven ABM ⚡️ | Formerly Google, DigitalOcean • 2y

    It's pretty unique to company and your industry. But a good rule of thumb would be 60% brand and 40% demand

    706 Views
  4. Erika Barbosa
    Erika Barbosa

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

    First and foremost, I recommend defining what success looks like for a campaign. Then you should go through a budget reallocation exercise on a defined cadence (e.g., monthly) to shift budget around based on performance. Depending on the size of your organization, budgets are defined in a variety of ways. If you start a month or quarter with a specified budget, I see the most success when you are empowered to shift budget around towards an existing campaign or a net new campaign for testing, aga ...Read More

    1,039 Views

Related Ask Me Anything Sessions

Emily Chisholm

Seso Inc. Head of Demand Generation, Emily Chisholm on Demand Generation Strategy

February 19 @ 10:00AM PT

View Answers
Camila Cook

8x8 Vice President, Global Demand Generation, Camila Cook on Demand Generation Strategy

January 22 @ 10:00AM PT

View Answers
Kanchan Belavadi

Snowflake Head of Enterprise Marketing, India, Kanchan Belavadi on Demand Generation Strategy

April 16 @ 10:00AM PT

View Answers
See All Upcoming AMA's

Top Demand Generation Mentors