Integrated Campaign Marketing

Its important to note, every company seems to have a different definition of integrated campaigns, and can be an overused term in a lot of SaaS companies - few actually r...

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...

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, ...

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...

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...

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...

When designing an integrated campaign, I recommend starting with the business objective or goal. What are the desired outcomes from the campaign? This is your north star ...

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 preparati...

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...

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...

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 ...

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...

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...

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...