Communities

AMA's

Job Board

Demand Generation Subteams

What channel combinations have you you’ve tried that surprised you with high performance?

1 Answer

Erika Barbosa

Observable Head of Growth Marketing • April 15

I wouldn’t say it surprised me, but I am a big believer in combining SEO with other channels. It has a compounding impact. I typically like to experiment with this from the perspective of a channel that can generate immediate impact while SEO lays the foundation for near and long-term impact. ......Read More

232 Views

How do you make decisions about the order in which different tactics go live on each channel within the larger campaign strategy?

3 Answers

Abhishek GP

Freshworks Senior Director - Global Demand Generation • December 1

Your buyer's journey as well as your demand funnel, play a key role in this decision. * First set of channels & tactics: A rule of thumb that has worked for me when launching a campaign is to select the channel(s) that provide the widest audience reach. I've consistently observed that 'Au......Read More

604 Views

What factors affect the timing between different tactics going live?

1 Answer

Erika Barbosa

Observable Head of Growth Marketing • February 27

Some examples of factors I would take into consideration when different tactics go live are: * Measurement. How will you measure each tactic? Can the performance of one tactic impact the others? If so, how will you account for this? * Messaging. Is the story cohesive across tactics? Will th......Read More

271 Views

What are key ingredients of a successful campaign launch ? How do you ensure that the launch is full proof

2 Answers

Erika Barbosa

Observable Head of Growth Marketing • January 10

The key ingredients of a successful campaign launch are below. This is focused on what's within your control to ensure it is full proof. * Tracking. Do you have event tracking in place? A way to measure revenue and or contribution to pipeline? * Clarity on desired outcomes. What success met......Read More

277 Views

How can the visual design and messaging of a campaign be integral to providing a cohesive experience for the target audience?

2 Answers

Erika Barbosa

Observable Head of Growth Marketing • November 30

The visual design and messaging is integral because it taps into emotion. You want people to feel the emotion from the story you are telling from the words you use through to the visuals they see. These elements also bring the story together across every touch point. Some people are visual lea......Read More

363 Views

What variables affect your strategic choice of channels, when designing an integrated campaign?

3 Answers

Abhishek GP

Freshworks Senior Director - Global Demand Generation • December 1

Here are the four most important parameters that determine your Channel strategy when designing an Integrated Campaign. 1. Who? - Audience * Are you talking to developers, end-users, or decision-makers? * How large is the buying group for your product? * Is your product a single or mult......Read More

625 Views

How can a marketer plan for cohesiveness across tactics and channels with different levels of audience engagement?

2 Answers

Erika Barbosa

Observable Head of Growth Marketing • November 21

It all starts with communication as simple as it sounds. Understand the customer journey and the various touch points you'll have with your customer. This takes preparation even if you are the sole person running the tactics. Have you ever been on the receiving end of an ad placement that didn......Read More

382 Views

What are some factors you consider when determining whether an integrated approach is the best campaign strategy?

2 Answers

Abhishek GP

Freshworks Senior Director - Global Demand Generation • December 1

Let's first define an 'integrated campaign' approach. * At its core, the 'Integrated' approach implies three things - knowing and using the buyer's journey as the premise to building the marketing strategy, aiming for consistency in marketing across touchpoints & sequencing your messa......Read More

645 Views

What are the differences between the sequence in which tactics go live and the sequence in which they end?

1 Answer

Erika Barbosa

Observable Head of Growth Marketing • January 11

This may be an unpopular opinion, but I don’t believe there is one set way in which tactics should go live and end. I prefer to tailor this based on the mix of tactics, seasonality, goals and desired outcomes. How are you measuring these tactics? Are you measuring them or is this more of a creati......Read More

313 Views

How does an integrated campaign strategy differ when designed to meet pipeline/revenue goals versus a broader, TOFU-centric goal like increasing brand awareness?

2 Answers

Erika Barbosa

Observable Head of Growth Marketing • November 28

The strategy will differ by the tools, tracking, and performance reporting you’ll use. Since the desired impact differs (revenue versus awareness), the tactics too will typically differ. Here’s my perspective: * Pipeline revenue: The type of tactics I recommend for this would be more mature ......Read More

325 Views