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Channel Mix

4 Answers
Keara Cho
Keara Cho
Salesforce Sr. Director, Demand GenerationAugust 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
2611 Views
5 Answers
Keara Cho
Keara Cho
Salesforce Sr. Director, Demand GenerationAugust 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
2039 Views
2 Answers
Laura Lewis
Laura Lewis
Qualia Director, Demand GenerationJuly 28
Unfortunately, I don't have a good answer for this one. I have never actually had success with a 3rd-party demand generation agency! I truly believe this is a role that requires a level of project management and organizational understanding that you cannot outsource without heavy involvement from......Read More
487 Views
4 Answers
Keara Cho
Keara Cho
Salesforce Sr. Director, Demand GenerationAugust 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
1130 Views
2 Answers
Nash Haywood
Nash Haywood
Cloudflare Head of Digital MarketingJuly 26
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 and personalized 1:1 or 1:few ABM strategy, especially if you have an interesting direct mail piece. Here's a blog post from Send......Read More
427 Views
2 Answers
Nash Haywood
Nash Haywood
Cloudflare Head of Digital MarketingJuly 26
Generally, adding as much spend to the lower portion of the marketing funnel (aka demand capture) will typically result in high ROI on paper but sacrifices the upside effective brand marketing provides. Typically I recommend maximizing paid and organic search budget to capture all in-market buyer......Read More
414 Views
2 Answers
Nash Haywood
Nash Haywood
Cloudflare Head of Digital MarketingJuly 26
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 to invest and evaluate performance. I’ve found these things to be most helpful when setting channel-specific goals across diffe......Read More
492 Views
2 Answers
Nash Haywood
Nash Haywood
Cloudflare Head of Digital MarketingJuly 26
B2B marketers should pay close attention to third-party directories. These platforms provide an excellent opportunity for prospects to discover your products or services, gain trust from unbiased user reviews, and, ultimately, assist in the decision-making process.  Platforms like G2, TrustRadius......Read More
410 Views
1 Answer
Nash Haywood
Nash Haywood
Cloudflare Head of Digital MarketingJuly 26
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
511 Views
1 Answer
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingApril 3
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
325 Views