Enterprise Demand Gen
Integrated Campaign Marketing
SMB Demand Gen
Integrated Campaign Marketing
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
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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
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
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
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
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
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
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
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
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