Integrated Campaign Marketing

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 selec

It is important to recognize that the B2B buying cycle is not linear. Various buyers can be in different stages of the buying cycle and the best way to address this is to have: Always-on tactics such

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, this shouldn’t be approached i

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,

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 measur

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.

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. Th

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 in

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-mak

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 that will guide your strategy

The key variable that affects the choice of channels is -- target audience. Audience type - Is this a new business campaign or install base, cross-sell / up-sell campaign? New business campaigns are

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 pe

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 tec

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 str

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 budget: What are the desired

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

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 per

I believe that all integrated campaigns should exist to drive pipeline & revenue (there is an exception though: when this is not true is when you are creating a category). The biggest difference

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 ta