Channel Mix

The demand creation that gets talked about a lot is highly orchestrated campaigns, but that's not the only way to build awareness and create demand. A lot of demand creat...

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 determin...

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 prese...

A few come to mind that do this exceptionally well. What they have in common is that they treat channels like a connected ecosystem instead of a bunch of isolated plays.O...

For me, it always starts with understanding how that audience actually behaves, not how we wish they behaved. Every industry has its own rhythm, its own buying culture, a...

A lot of people want a clean rule for inbound versus outbound, but the truth is more situational. The decision usually comes down to three things I have seen across almos...

Every channel comes with its own favorite metrics, and it is really easy to get stuck there. What I learned at Twitter is that channel metrics tell you how the channel is...

Great question, and honestly, one of the biggest gaps I still see in demand gen programs, even at very sophisticated brands. From my time working with some of the world’s...

Surprisingly emails still work! A few things to ensure that your email marketing works:Keep the database updatedIdentify if your emails are being blocked by firewalls - h...

Attributing pipeline and revenue across different channels can be tricky, but the most effective approach is to use both incrementality testing and Marketing Mix Modeling...

Some of the biggest pitfalls include:Assuming customers move in a straight line. The buyer journey is rarely linear, so don’t expect prospects to follow a perfect funnel....

Alignment isn’t a one-time setup — it’s an ongoing process. A few ways to keep things on track:Agree on definitions. What counts as a qualified lead? When does marketing ...

Staying ahead of trends is critical, but it’s easy to chase every new thing without a clear strategy. Here’s how to approach it:Monitor audience behavior. If your target ...

A/B testing helps optimize performance, but not everything is worth testing. Prioritize high-impact areas like:Messaging & positioning: Which key value props resonate...

Start with where your audience seeks trusted information and engagement. A product-led company’s channels will likely look different from a sales-led one because the buye...

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 grow...

This is the million dollar question! Many organizations often forget that these are two different things and focus too heavily on demand capture (think, search ads drivin...

Offline channels are a good way to standout and diversify your marketing mix. I've found that direct mail is a great way to get started and can be core to an effective an...

By it's very nature, a Product-Led approach usually focuses on offering a free trial of a product that is relatively inexpensive. It focuses on volume and digital interac...

I would prioritize paid search and co-marketing. Here's why:While paid search can get very expensive, you can learn a lot from this channel that can then help you optimiz...

I incorporate online review sites into my overall organic strategy. Online review sites typically rank very well for non-branded terms in search engines like Google. So w...

When creating a GTM strategy for a SLG company, demand generation should be pulling in sales, marketing leadership, solution marketing, content marketing and potentially ...

This depends on what “cutting edge” means to you. From my perspective, and I'm going to leave AI out of the conversation right now, I recommend focusing your tooling in 2...

I always recommend meeting customers where they are - where they like to 'hang out.' Here are a few examples: Industry publications for ad placements Out-of-home adverti...

Every business is different, and the optimal approach will vary depending on your go-to-market strategy, target audience, and goals. Nevertheless, these three steps can b...

Planning for and setting channel-specific goals in B2B is complex due to most channels being used at multiple stages of the funnel, creating a complexity in planning how ...

Competitor research is critical in both product-led and all other go-to-market motions. It isn’t specific to solely product-led growth (PLG). Especially in today’s market...

Some of the biggest challenges are broad, anecdotal feedback from sales & marketing that nothing ever works. I think it's important to remain objective and quantitati...

As a new leader at an organization, I recommend reviewing as many of the items below as possible. The more the better so that you can have the full picture. Even better i...

Specifically focusing on “foundational” channels, I would recommend three: SEO, email, and CRO. Depending on the business, there may be adjustments to this, but the chann...