Channel Mix
4 Answers
Erika Barbosa
Counterpart Marketing Lead • July 17
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
724 Views
5 Answers
Before going into strategy setting, it’s important to align and joint plan with your fellow counterparts in sales, business, product, analytics, operations, PR, and other marketing functions, etc. to establish the topline business target for the year (or quarter). If your team is not currently in......Read More
1872 Views
3 Answers
Moon Kang 🚀
Front Director, Digital Demand Generation • December 8
IMO -- we are tapped out in "cutting edge" tools in 2023. There are no cutting-edge tools that would replace good strategy. It doesn't matter how easy your tool makes sending physical gifts to prospects or how well your enrichment tool works -- without the right strategy in communicating with you......Read More
858 Views
2 Answers
Erika Barbosa
Counterpart Marketing Lead • July 7
The channels you prioritize should be based on your go-to-market motion, target audience, ideal customer profile (ICP), budget, and overall marketing goals and desired business outcomes. The tactics are then dictated based on what is needed to drive impact. Here are a few examples to consider ba......Read More
499 Views
5 Answers
Keara Cho
Salesforce Sr. Director, Field Marketing • August 17
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
1893 Views
6 Answers
Keara Cho
Salesforce Sr. Director, Field Marketing • August 17
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
2981 Views
3 Answers
Erika Barbosa
Counterpart Marketing Lead • July 19
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
241 Views
4 Answers
Keara Cho
Salesforce Sr. Director, Field Marketing • August 17
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
4176 Views
2 Answers
Erika Barbosa
Counterpart Marketing Lead • July 18
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
241 Views
2 Answers
Erika Barbosa
Counterpart Marketing Lead • July 20
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
240 Views