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How do you leverage customer evidence (case studies, references, peer reviews) to accelerate enterprise pipeline and improve win rates?

Matt Hummel

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 2mo

Customer evidence works best when it is used at the right moment in the buying process. A case study on its own is helpful, but the real value comes from matching the rig...

364 Views

How do you forecast enterprise pipeline coverage to hit revenue targets, and communicate risk and upside to leadership?

Matt Hummel

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 2mo

I would start by reverse engineering the revenue target. If you know the bookings target, average deal size, win rate, and sales cycle, you can estimate how much pipeline...

394 Views

How do you calculate CAC and payback for enterprise vs commercial segments, and how does that inform your channel mix and budget?

Matt Hummel

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 2mo

I would start by separating enterprise and commercial because the economics are usually very different. Enterprise programs often have higher upfront costs and longer sal...

374 Views

How do you design experiments and holdouts for enterprise programs given long feedback loops and smaller sample sizes?

Matt Hummel

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 2mo

With enterprise programs, I think you have to be realistic about what you can actually prove. You usually do not have the volume or short sales cycles needed for perfectl...

368 Views

What tactics have you found most effective for accelerating stalled enterprise opportunities (executive programs, workshops, ROI tools)?

Matt Hummel

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 2mo

The first step is not picking a tactic, but rather understanding why the opportunity is stalled. I typically start by working directly with the internal champion and the ...

421 Views

What reporting and dashboards best convey enterprise demand impact to the CRO/CFO, and which metrics matter most?

Matt Hummel

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 2mo

I think the best dashboards do two things: they tell a consistent story, and they make that story defensible. CROs and CFOs do not just want activity reporting. They want...

457 Views

How do you think about forecasting ROI on a conference before you commit?

Kexin Chen

Harvey Vice President Marketing • 9mo

For sponsorships, I generally evaluate around the below criteria:Attendees: I request the past attendee lists to match against our target contacts and accounts. I can use...

500 Views

How do you define Field Marketing’s remit vs. Demand Gen, ABM, and Partner Marketing?

Kexin Chen

Harvey Vice President Marketing • 9mo

Depending on whether you are SLG/PLG and the size of the organization, you may not need this level of distinction/specialization. When I think about these different funct...

626 Views

What are your best practices for creating effective call-to-actions (CTAs) in digital marketing materials?

Andy Ramirez ✪

GitLab Head of Growth Marketing • 1y

I’ve always adhered to a simple yet powerful principle when it comes to crafting effective CTAs: Do NOT make CTAs sound like work. It may seem straightforward, but it’s s...

716 Views

Is there a sample rules of engagement between field marketing , channels and SDR team that you can share ?

Yuliia Panasiuk

Expedia Group Marketing Manager, Acquisition | Formerly OPPO, Honeycomb Software • 1y

Depending on the size and stage of the company, those rules will be different. What everyone usually forgets regardless of the company, is that all three teams have to sy...

285 Views

What digital marketing channels have you found most effective for demand generation?

Andy Ramirez ✪

GitLab Head of Growth Marketing • 1y

When it comes to demand generation, there truly isn’t a one-size-fits-all “most effective” channel. The right mix depends on various factors—the company, audience, indust...

778 Views

How do you optimize your landing pages for better conversion rates in digital marketing?

Andy Ramirez ✪

GitLab Head of Growth Marketing • 1y

Lately, I kid you not I've been asking ChatGPT for suggestions. I found a GREAT prompt via The AI Journal (https://aijourn.com/) that has been super helpful (I put it be...

741 Views

How do you balance paid and organic digital marketing efforts in your demand generation strategy?

Andy Ramirez ✪

GitLab Head of Growth Marketing • 1y

Balancing between paid and organic requires a nuanced understanding of their differing timelines, impact, and investment. Paid campaigns deliver immediate results, provid...

796 Views

How do you align your digital marketing efforts with the sales funnel stages?

Andy Ramirez ✪

GitLab Head of Growth Marketing • 1y

Aligning digital marketing to the sales funnel stages is essential for driving growth and ensuring that marketing efforts effectively support revenue generation. It start...

823 Views

How do you stay up-to-date with the latest digital marketing trends and technologies for demand generation?

Andy Ramirez ✪

GitLab Head of Growth Marketing • 1y

I wish I had a magic wand for you here. Honestly, I voraciously consume content to stay on top of trends and tech. You might be surprised just how much is out there and a...

812 Views

What are your strategies for increasing engagement on your digital marketing content?

Andy Ramirez ✪

GitLab Head of Growth Marketing • 1y

Engagement in digital content is first and foremost about making that content valuable to your audience. You also have to understand who the audience of that content is a...

882 Views

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

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

When determining whether an integrated approach is the best campaign strategy for your org, I recommend considering the following aside from the standard factors such as ...

333 Views

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

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

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 t...

872 Views

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

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

This question is very similar to a prior response I provided for the question: What factors affect the timing between different tactics going live? From my perspective, ...

289 Views

What factors affect the timing between different tactics going live?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

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 ta...

879 Views

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

Bhavisha Oza

Gong Performance Marketing Lead | Formerly Genesys, Instapage, Red Hat • 3y

First, I’d like to define a B2B campaign as a set of tactics that will drive pipeline revenue for a particular solution or a market segment. The campaign timeline can spa...

3,321 Views

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

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

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 throug...

425 Views

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

Abhishek GP

Atlan VP, Growth • 3y

Here are the four most important parameters that determine your Channel strategy when designing an Integrated Campaign. 1. Who? - Audience Are you talking to develope...

3,777 Views

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

Bhavisha Oza

Gong Performance Marketing Lead | Formerly Genesys, Instapage, Red Hat • 3y

This is where using Account Based Marketing and Demand Unit Waterfall (DUW) comes into play, especially for B2B Mid-market and Enterprise segments. Integrating a solution...

3,777 Views

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

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

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, s...

915 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?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

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 t...

412 Views

What amount of channels and tactics provide the best “bang” for the campaign budget’s buck?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

From my perspective, it's not about the amount of tactics but rather how impactful the channel is based on your goals. More channels does not mean better results. Rather ...

1,015 Views

What roles do a company’s industry, suite of products/services, and organizational goals play in the tactics and channels used?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

I recommend thinking about demand generation as having a toolbox. Depending on the goal, you will select the appropriate tactics. Here is how this impacts the areas outli...

1,025 Views

What are some channel combinations you have tried that have unexpectedly underperformed?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

Some channel combinations I have tried that unexpectedly underperformed include taking a mature program such as Google Ads or SEO and combining it with an experimental pl...

1,011 Views

What kinds of visual identity and messaging are best to create in order to support a campaign that is truly integrated across all tactics and channels?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

For a campaign that is truly integrated, I recommend thinking of this from the perspective of no matter what touch point you have with the user, it will make sense for th...

1,009 Views

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