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Integrated Campaign Marketing
2 Answers
Erika Barbosa
Counterpart Marketing Lead • 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
376 Views
1 Answer
Erika Barbosa
Counterpart Marketing Lead • November 29
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 than thinking of a count of tactics, ask yourself the following: * What is the goal of the campaign? * For each tactic you a......Read More
711 Views
1 Answer
Erika Barbosa
Counterpart Marketing Lead • November 27
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 outlined in the question: * Company's industry: Some tactics are more appropriate for specific industries. This is also depende......Read More
711 Views
1 Answer
Erika Barbosa
Counterpart Marketing Lead • November 25
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 platform. The hypothesis is that the mature platform would help boost the experimental platform some, but it didn’t work. Some......Read More
694 Views
1 Answer
Erika Barbosa
Counterpart Marketing Lead • November 23
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 them. The visuals and messaging have to be able to work as a unit and also independently. Is this easy? No. However, it’s impo......Read More
696 Views