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Demand Gen Programs
4 Answers
Keara Cho
Salesforce Sr. Director, Demand Generation • August 16
The key to a successful marketing campaign is segmenting your target audience correctly and being customer-obsessed. But your job is not just to drive people to websites and have them fill out a form to become a lead; it’s to be responsible for the entire customer journey. In fact, 56% of high-pe......Read More
3273 Views
5 Answers
Keara Cho
Salesforce Sr. Director, Demand Generation • August 16
Have a beginner's mind. What worked in the past might not work in your new position (or it may? But you have to test it first before implementing something full blown). The challenges you have faced leading other teams are not going to be the same set of challenges you will face in your new r......Read More
2356 Views
2 Answers
Erika Barbosa
Observable Head of Growth Marketing • July 16
Whether or not a 3rd-party agency will make sense for your business is truly dependent on your own scenario. I recommend considering your budget and resources to determine if hiring an agency would be more sensible than recruiting talent in-house. To measure success, you first need to start with......Read More
363 Views
4 Answers
Keara Cho
Salesforce Sr. Director, Demand Generation • August 16
Here's a quick laundry list of things to consider without diving into your business model and marketing plans. 1. Partnerships: Do you have partners you can work with to integrate a call-to-action? For example, in one of our small business campaigns where we were targeting small business owner......Read More
1345 Views
2 Answers
Erika Barbosa
Observable Head of Growth Marketing • July 17
This won't work for every B2B brand, but offline channels can absolutely function as complementary to digital tactics. Consider where your audience prefers to consume their information. Is there an impactful way to get their attention via an offline channel? Does the form of measurement offered h......Read More
232 Views
2 Answers
Erika Barbosa
Observable Head of Growth Marketing • July 19
You can maximize channel performance by having enough demand to capture. It’s important to be intentional about your strategy to maximize efficiency and growth. Ideally, I would separate these budget line items so that you can see the distribution between the two strategies. As you formulate you......Read More
226 Views
2 Answers
Erika Barbosa
Observable Head of Growth Marketing • July 15
To plan for and set channel-specific goals, it starts with the 'why.' What is the business outcome you are trying to achieve? Here are the types of questions you should consider when setting this type of strategy: * What do you know about your target audience? How do you meet them where they ......Read More
314 Views
2 Answers
Erika Barbosa
Observable Head of Growth Marketing • July 18
Online reviews and 'social proof' are incredibly valuable, as ultimately, we are humans selling to humans - even in B2B. You can leverage online reviews and third-party platforms by considering the following as part of your strategy: * What platforms make the most sense for your business and t......Read More
232 Views
1 Answer
Nash Haywood
Cloudflare Head of Digital Marketing • July 25
I've found that using a double-funnel approach to be one of the best ways to balance -- it helps align your team on goals, outcomes and other critical components to growth. The Double Funnel approach focuses on both high-value accounts and always-on marketing channels, and the combination helps i......Read More
626 Views
1 Answer
Erika Barbosa
Observable Head of Growth Marketing • April 2
Email marketing continues to be a staple in marketing programs. It is critical to best understand how to present success to your stakeholders in meaningful ways. To present success, I recommend addressing the following: * Define what success looks like. What metrics will you report on to best ......Read More
374 Views