When do you include both net-new campaigns and expansion/upsell campaigns in a demand generation strategy?

There are three scenarios I can think of here: New product launch Thought leadership campaigns Campaigns with the theme of Business / Technology / Industry Trends In...

From a messaging standpoint I don't think there would be too much variation between a net-new vs. expansion/upsell as you're attempting do educate both prospects and cust...

Account-based marketing programs are a great place to start straddling the line of new biz + expansion as a marketing organization. Most marketing and demand teams have m...

I start by identifying the audiences that will drive revenue and then work with sales to understand where the greatest need / where Marketing can make the biggest impact....

It depends on the duration of your customer life cycle. Since I've been in mostly B2B where the sales cycle is 6 plus months, I would focus on one and then the other.

This truly depends on business goals. I typically have seen business goals broken out by both net new business and expansion. I consider weight of the ARR/pipeline goals ...

When to include net-new campaigns and expansion/upsell campaigns is largely dependent on what stage your organization is in. Net-new campaigns: I tend to view this from...