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Is this a live event or just AMA on the page?

1 Answer

Erika Barbosa

Observable Head of Growth Marketing • June 22

Do you have a specific session in mind, or could you provide some details or context? I would be more than happy to assist you in locating it. If you have any questions about the session or if there's anything the community can help answer, feel free to let me know. It's worth mentioning that thi......Read More

366 Views

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

306 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

747 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

324 Views

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

2 Answers

Bhavisha Oza

Gong Performance Marketing Lead • January 26

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 span over a quarter or 6+ months. To launch a successful campaign you first need to answer these 5 questions. * What are the ......Read More

788 Views

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

2 Answers

Bhavisha Oza

Gong Performance Marketing Lead • January 26

* Messaging and content should be funnel specific and aligned with the buyer jobs to be done. I have used the Gartner B2B Buying methodology which is based on the foundation that the buyer’s journey involves a common set of “jobs” that must be completed to their satisfaction before they......Read More

671 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

772 Views

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

2 Answers

Bhavisha Oza

Gong Performance Marketing Lead • January 26

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 like Demandbase into your tech stack will help you identify accounts based on how they engage with your campaigns and execute ......Read More

979 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

811 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

367 Views